Aircel promotes free basic internet through 'See You Online Ba!'

The campaign portrays a world where people no longer need to meet physically or 'offline', as everyone enjoys the benefits of being 'online'.

In today's fast-paced life, connectivity and communication have become increasingly impersonal. But, the internet has proved to be the greatest bridge, connecting people from different parts of the world through a single platform. The need for instant connectivity has become imperitive today. Working on the same insight, DDB Mudra North and Aircel have created a clutter-breaking, catchy ad campaign titled 'See You Online Ba!', to promote Aircel's latest offering, the Free Basic Internet. The campaign has been on air since November 18.

The TVCs, a part of the campaign, explain how Free Basic Internet makes the online world the preferred place to meet, by showcasing people who aren't usually expected to be on the internet (such as your house help). Styled with rap-ish style lyrics and spiked with dialogues, against a catchy background score, the TVCs portray many relatable, quirky moments in a common man's daily life.

With its Free Basic Internet offering, Aircel intends to share more internet accessibility with users, enabling them to access their favourite applications such as WhatsApp and Facebook besides other daily use applications. Towards the same, a 360-degree pan-India campaign led by television, digital media and on-ground visibility has been conceived to promote 'See You Online Ba!'. The campaign captures a montage of people from all walks of life using the internet more frequently, thanks to Aircel's Free Basic Internet feature. The ad film has been released in seven languages, including Hindi, across India.

Commenting on the ad film, Anupam Vasudev, chief marketing officer, Aircel, says, "Even though we see a burgeoning population of mobile internet users in India, there's still a large number of Indians who haven't yet experienced the world of internet on mobile. We, at Aircel, saw a clear need to push the envelope and make the internet available for all, thereby, fuelling mobile internet adoption. Aircel's initiative to offer free basic internet is a natural extension of this intent, and we're truly delighted to have the creative powerhouse DDB Mudra translate our message into a simplistic and meaningful ad campaign. We're sure that the sticky ad campaign will appeal to many Indians and help us say louder, 'See you online Ba!"

Sonal Dabral, chairman and CCO, DDB Mudra Group, adds, "Free basic Internet by Aircel is a game changing offer. In its truest sense, it's the democratisation of the internet to make the power of the net available to all. I'm happy and excited to work closely with the marketing team at Aircel. We were able to crack just that idea with 'See you online Ba!'. The film is engaging and the slogan not just catchy and easy on the tongue, but sharply strategic too."

Expressing his views on the campaign, Sambit Mohanty, creative head, DDB Mudra North, opines, "Free Basic Internet from Aircel is a first-of-its-kind offering that makes the power of the net available to every citizen and empowers the common man. Our creative idea 'See you online-ba!' imagines a world where people no longer need to meet physically or 'offline' since everyone is 'online'. With its fun jingle and tongue-in-cheek moments, I'm sure this campaign will be a memorable one."