"Sorry God. No WiFi, no go," says MTS Baby

Remember MTS' tech-savvy 'internet baby' who scandalises the hospital staff by cutting his own umbilical cord and fiddling with gadgets the moment he pops out of his mother's womb?

This time he wants to know the WiFi password.

In a World Cup spot crafted by Creativeland Asia and produced by Earlyman Films, MTS India makes a point: Digital natives require internet connectivity from the word go.

After the brand's 'Born for the Internet' campaign (2014), Amitesh Rao, director, brand and media, MTS India, was keen to build on the proposition.

"As the name suggests, the Homespot Instant WiFi provides plug-and-play access to multiple internet users, simultaneously. This campaign marks a strategic shift in focus for MTS - from being a dongle-driven data company to a WiFi solutions provider," says Rao.

Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, says, "The MTS internet baby personifies the ever-demanding internet generation that sees WiFi as a basic necessity, just like food and shelter."

Kurup's team approached the ad as a prequel to last year's spot; though actually a sequel, it is set in heaven, at a time before the baby comes into the world.

Just like the first film, this one scandalises viewers when the baby bump on a woman about to go into labour vanishes. That's when we're let in on an argument between the unborn child and a visibly occupied God - the baby is reluctant to enter the world through a home that is not equipped with WiFi.

"No WiFi, no go," he threatens God, which is when God turns into an MTS salesman and rattles off product benefits.

The TV campaign is being supported by print, radio and digital communication.

Amused?

Priti Nair, co-founder and director, Curry-Nation, loved the ad. "It's not that a baby suddenly talking hasn't been done before as a concept, but this one has been done so well, be it the casting, the synchronisation or body language. It is entertaining, the crafting is sharp, and it's true to the product and category, all through."

She adds, "I didn't care much for the first ad; I thought it was trying too hard to be funny. But this one is very good. It shows what detailing can do for a piece of creative."

Malvika Mehra, national creative director, Grey, concurs, "I think it is funny. To pull off a sequel is very tough, whether it's for a movie or an ad. There are bound to be comparisons with the first one. I think the agency has managed to do a good job... the sequel is more entertaining than the first ad. Good casting, nicely done."

Sukumar R Menon, chairman and chief creative officer, Black Swan Life, an advertising agency, says, "I really enjoyed the commercial and wanted to see it again; it has that 'repeat value' which makes an ad memorable. And it carries forward the idea of 'born for the internet' very well. I think it's better than the previous ad."