Uninor, the JV of Norway's Telenor and India's Unitech Limited is going full steam at this moment amidst speculations that Telenor is looking to sell off its 67.25% stake in the company. It has already rolled out its services in 13 circles and hopes to achieve EBITDA break-even in another 3 years. The new television ads that the company has launched is totally in sync with its policy of capturing the mass.
The ad features a man with his girlfriend talking to her sister and brother-in-law over the phone. The man is seen grumbling and ruing that his girlfriend will exhaust the paltry balance that he has. Moreover, its the month end, and so he's a bit tied up with money. But, fortunately, he has a uninor connection that gives him discount and so he won't be 'abused' (joote nehi khane honge) by his girlfriend.
The picturisation is a little dull, but the content and its subtle humour are quite good. The company essentially talks about giving power to individuals, highlighted by its tag line, 'Ab Mera Number Hai' (Now, it's my number). The audience would be able to connect with the ad in atleast two places, making two ends meet when it's a month end and a guy's helplessness when it comes to dealing with his girlfriend! The length of the ad(32 sec) is just enough not to bore us, because a long ad with no star attraction fails to catch audience attention for long. It also tries to catch the audience by using the magic word 'discount' which the Indians absolutely love to have, be it in anything.
Overall, I'll say it's a nice ad and it succeeds on the two most important occasions, catching attention and driving the brand name through the ad through the proposed value addition Uninor provides.
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