MTS MBlaze: Now always on

'Always on' is the new proposition for MBlaze that focuses on making people spend more time online. It is backed by a 360 degree campaign that includes road shows, digital and out of home.

MTS MBlaze will now be 'Always on', whenever and wherever. The new proposition for the brand, which has moved from the earlier position of 'High Speed Internet', will be communicated through a 360 degree campaign with the theme 'Always on', which includes road shows, digital and out of home (OOH) media across major cities in the country.

With the launch of the latest campaign especially targeted at youth, the logo for MBlaze has also been re-designed in a contemporary and young look. The new MBlaze logo has fresh design styling, with an italic font depicting speed, progress and technology, along with a new message, 'Always on', that conveys the core promise.

The new proposition intends to make the consumer more category-pro, and aims to make people spend more time online. The creative thought behind the campaign is to 'Stay online - surprise the world', moving away from the popular belief that 'Baithe baithe kuch nahin hota' (you don't get success unless you slog and run).

To establish the thought, real life stories of two ordinary individuals are showcased - Anupam Mukherji, the fake IPL player; and cyber rock star Shraddha Sharma, who leveraged the power of social media, instead of blindly following the world. They took the unconventional path to achieve their dreams.

Leonid Musatov, chief marketing and sales officer, MTS India, says, "This campaign focuses on today's youth who believe that staying logged on opens up a world of opportunities for them, think of technology as their oxygen and increasingly spend all their unused time online. We understand the need of our TG (target group) and their usage patterns."

"The thought of challenging the cultural context of 'Baithe baithe kuch nahin hota' was an interesting space. But one needed strong inspirational stories that would challenge the same to prove that 'Ab baithe baithe bahut kuch hota hai'. The search led to finding some interesting, unique and inspiring real stories of online celebrities - Anupam Mukherji and Shraddha Sharma. These celebrities have made it big only by best utilising the power of social media," adds Musatov.

The agencies behind the campaign are Rediffusion-Y&R (creative agency); MPG (media agency); Portland, a unit of Kinetic India (OOH agency) and Rediffusion (digital agency).

In the digital marketing initiatives, an 'Always on' challenge is planned, along with other social media engagements, interactive workshops and an opportunity to create online content along with Anupam and Shraddha.

A two-month, high impact, innovation-led media blitz will be unleashed across major portals as well as on social media sites to ensure maximum visibility and awareness for the campaign.

The OOH initiatives will leverage existing sites and target new high visibility sites. Also, LCD screens in IT parks as well as road signages will be used to enhance product visibility.