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UC Browser’s new campaign talks about survival of the latest

The campaign ‘UC nahi toh BC’ is crafted by Cheil India and aims to highlight the importance of timeliness and relevance provided by UC Browser’s News App

BestMediaInfo Bureau | Mumbai | August 2, 2016

UC-Browser Click on the Image to watch the TVC.

UC Browser has come up with a new campaign for UC News. The campaign that talks about the survival of the latest has been conceptualised by Cheil India. ‘UC nahi toh BC’ aims to highlight the importance of timeliness and relevance provided by UC Browser’s News App.

The TVC, launched first on social media platforms Facebook and Twitter, starts with a group of friends sitting around a table. One of the friends shares a piece of news that he reads on his phone only to be told by his friends that the news is two hours old. This is when three cavemen arrive and ask him to go to BC with them. When he turns to his friends for clarification, they inform him that BC means ‘Before Christ’. The TVC ends by showing the friend, a captive of the cavemen, giving out the message that those who don’t have UC are basically living in the ‘Before Christ’ era.

Speaking about the brief given to Cheil India, Constantin Wu, Head of Marketing, UCWeb India, said, “At UCWeb we take great pride in our products. Our vision is to help bring the benefits of mobile internet to people across the world and with that vision we have created products like UC News. Our brief to the agency was very simple and clear. We wanted the communication to speak to the millennials in a language that they understand and help them connect with UC News. The key insight that this campaign works on is that today’s generation aspires to stay ahead of their peer group. ‘UC News’ helps to give them the edge of being in the know of the ‘latest’, which establishes them as a clued-in individual.”

Kundan Joshee Kundan Joshee

Shedding some light on the challenges they had to face when working on the campaign Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India and Kundan Joshee, Sr. Vice President, Cheil Worldwide said, “The brand’s USP is to bring forth relevant and fastest news.

Sagar Mahabaleshwarkar Sagar Mahabaleshwarkar

The challenge we were faced with was to bring this USP to the fore in the fast-evolving mobile browser category. On the back of a germane theme, blended with humorous exaggeration, we believe the film will be able to break the clutter and be memorable. There are lots to do with this brand and we look forward to extend this thought forward.”

“The very fact that an idea presented at a new business pitch has come to life is testimony to its power. In a world where the need to be up-to-date is paramount, not knowing soon enough is tantamount to belonging to a bygone era. We just exaggerated this truth with a whacky story, and expressed it in irreverent youth-speak. UC nahi toh BC,” said Vijay Simha, Group Creative Director, Cheil India.

The TVC:



Client: UC Browser

Creative Agency: Cheil Worldwide SW Asia

Creative Team: Sagar Mahabaleshwarkar, Mithun Purkayastha, Vijay Simha Vellanki

Account Management: Aarti Malhotra, Sangeet Bhatia, Ankita Sharma

Account Planning: Ayan Banik, Tanvi Arora

Director (of the TVC): Rajesh Saathi

Exécutive Producer: Harish Nambiar, Simran Bedi

Production House: Keroscene Films

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