| The 60-second commercial primarily focuses
on communicating the Maxis’ customised offering for an optimal
package for the subscriber. And for this, Corcoise worked on real-life
situations, from the daily routine of various age-groups, to portray
Maxis’ proposition. The campaign has already been on air in Malaysia
and it is also expected to go on air in south east Asian countries,
depending upon the client’s strategy.
Corcoise executive producer Cyrus Pagdiwala, says, "The communication
strategy focused on highlighting Maxis’ offering personalised
services through various permutations and combinations of schemes.
For instance, if a subscriber is using the service for a particular
duration, then it is advisable for the user to go for a certain
kind of package. And we conceptualised a montage of different users
in different places to depict this benefit."
Pagdiwala further added, "For instance, an old man boating
in a lake spends comparatively lesser time on phone vis a vis a
young executive, who gets down from the train, who all the while
is engaged in discussing various things or dictating a letter. We
also showed an old couple sitting on a bench in the park. We worked
on six sequences in the 60-second commercial."
The various sequences were connected via 'voice bubble'. "The
size of voice bubble (as seen in comic publications) denoted the
usage of cellular service. For instance, the voice bubble of old
man in a boat is smaller than the voice bubble of executive which
is 100 feet long."
The campaign was created with Malaysian models. "There is
a restriction in Malaysia, which prohibit usage of models, other
than local ones, to be part of television screen," says Pagdiwala.
On the response from Maxis, the client was initially divided. While
one set (among Maxis) was more keen on running the commercial without
any changes, the other was keen on adding more information on pricing
or features in the packages. "Eventually, it was decided that
the campaign will run without any additions," says Pagdiwala.
Maxis, which has 3.85 million subscribers, is currently planning
to conduct trial runs before launching its 3G (third generation)
technology system.
Corcoise is currently working on Perfetti’s Golia Activ Plus
campaign for Perfetti. The campaign, created by O&M, is being
prepared for Italian market.
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