MTS: Making 3G access a child’s play

26 Feb,2014

By a correspondent


Internet and broadband solutions company MTS has launched a quirky campaign that delves on the benefits of its latest offering – MTS 3GPLUSâ„¢ Network.


Conceptualised by Creativeland Asia, the campaign features a new born baby who is familiar with technology and is seen exploiting the internet straight from birth. The TVC opens in a labour room, where a woman is being coaxed by the doctor to ‘push’, as the father and the nurses watch anxiously. Suddenly, the baby’s hand pops out from under the cover and gestures everybody to stop.


The baby crawls from under the sheet and sits on the mother’s chest. From here on the baby does a series of activities that leaves people in the room shocked. He searches for ‘how to cut the umbilical cord’ and then cuts it, takes a selfie with the nurse on a mobile phone and posts it to Instagram, creates accounts on multiple social networking sites and broadcasts himself, makes a video and even uses the GPS system to navigate out of the hospital.


Amitesh Rao, Director – Brand & Media, MTS India, said, “We needed a campaign to reinforce our strongest differentiator – the fact that we have designed and optimized the MTS 3GPlus network specifically for data. At the same time we needed to be true to the MTS brand that talks to today’s 24×7, always-on, data hungry consumer for whom the internet is the biggest opportunity platform there is. The challenge of course was to do all of this in an engaging and entertaining manner, which is what the story of a new-born baby going online to announce himself to the world does perfectly.”


Sajan Raj Kurup

Speaking about the TVC, Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, “The script for the film began with the simple insight that today’s kids seem so comfortable with technology, devices and the internet even as babies. When I see them (including my own daughter) handle tablets, mobiles and laptops, I have always joked that they look like they were born with it. We just pushed that thought a little further. It took six months of painful labor. And the baby is finally out there. ”


The TVC has been produced by Smuggler films and directed by Guy Shelmerdine.


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