Creativeland’s new campaign of Canvas Blaze by MTS

06 Jan,2014

By A Correspondent

 

Sistema Shyam TeleServices Limited (SSTL), which provides telecom services under the MTS brand, announced the launch of Canvas Blaze, a Dual SIM CDMA + GSM Smartphone preloaded with data and voice benefits for six months. Creativeland Asia conceptualized the communication campaign of Canvas Blaze Dual SIM for television, print and the  digital media.

 

The campaign is targeted at young smartphone users and intenders. ‘The Internet generation’, as Creativeland has branded them in this campaign, believes that their power comes from their connections and therefore, increasingly spends more and more time online. They constantly hanker for connectivity and speed. These youngsters have a sense of entitlement that makes them not just Smart but Smartass.

 

The film opens with a young man making a bold statement, “It’s all about me.” He goes on to talk about the various reasons he is online like networking with friends and friends-of-friends, constantly updating himself with information about people and facts and spending time searching and stumbling.  Said Sajan RaJ Kurup, Founder and Creative Chairman: “The film is an eclectic character-sketch of an emerging behaviour code we call the ‘Internet Generation’. The film is a first step towards establishing MTS as the network designed for a whole generation that uses a phone as everything but a just phone.”

 

Said Leonid Musatov, Chief Marketing & Sales Officer – MTS India, “An exciting Dual SIM, CDMA + GSM Smartphone – Canvas Blaze comes packed with data and voice benefits for six months. The launch of Canvas Blaze is supported by an integrated communication campaign including TVCs, print and social and other BTL activities.” The film is directed by Bharat Sikka.

 

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