Campaign: MTS Internet Baby Returns
Brand: MTS
Company : Sistema Shyam TeleServices Ltd (SSTL)
Agency: Creativeland Asia
The Campaign
The film begins in the delivery room of a hospital as a mother and the doctor wait for the arrival of the baby. As the film cuts to a wide shot, the mother stomach is suddenly deflated to the shock of all those present and the film cuts to heaven where the baby tells God that he does not want to be born in this home due to the fact that his parents are ancient and don’t have internet at home. When God tries to reason with the child, he is quick to retort with smart comebacks. At this point, God switches to a salesman as he holds an MTS rocket internet stick in his hand. He goes on to demonstrate the benefits of the MTS stick and sells the benefits to the baby. Convinced, the baby returns to his mother’s belly ready to be delivered. The film ends with the baby asking the parents for the Wi-Fi password.
Our Take
The most awaited match of the ICC Cricket World Cup 2015 between India and Pakistan saw the birth of a baby in search of an internet connection. Yes, the MTS (internet) baby is back. This time, looking for a connection, from inside his mother’s womb. May we ask why? Apparently, after the phenomenal success of its ‘Born for the Internet’ campaign launched last year and consumers connecting with the MTS Internet Baby, the brand wanted to continue building on this brand proposition and expand the marketplace.
Creativeland Asia founder and creative chairman Sajan Raj Kurup says, “In this campaign, the MTS internet baby personifies the ever demanding internet generation that sees Wi-Fi as a basic necessity just like food and shelter. Creatively we planned it like a prequel to our last year’s most talked about MTS Baby TVC and set it from a time before he was born.”
However, unlike last year, when the campaign was first launched on digital media, this year it went for a television launch. The shocked parents are fine and the baby is cute, but what stands out in the commercial is the god. He changes from white robes to a salesman’s clothes as the baby asks about Wi-Fi. One really doesn’t need an in-your-face explanation to prove that Wi-Fi is for today’s generation. Given that the previous edition of the MTS baby endeared itself to viewers with its unusual storyline, viewers had high expectations this time also. But that did not happen. The dialogues between the baby and God are also not witty enough to hold the attention of viewers, especially the younger generation at whom this ad is directed at. The previous ad had got 30 million views on YouTube. Also, with the music and dancing missing this time, the campaign fails to impress like its previous avatar. Except perhaps for mothers, who might have a laugh on how the agency has made childbirth such an easy task.
RATINGS: 2/5 stars
