MAM
Aircel to launch PocketBuddies campaign
BENGALURU: Telcom player Aircel announced the all India launch of a new product ‘PocketBuddies- Srf n txt‘ in Bengaluru. The company plans to back this product with what would probably be its biggest mass media and BTL campaign this year, according to industry sources.
Since PocketBuddies is a value unlimited surfing and texting plan, the thrust would be on digital, online and social networks combined with television and other mass media communications including radio. The main TG of the campaign will be the youth of India. The campaign will go on for over a 4 to 6 week period and will be rolled out within the next 2-3 weeks.
Aircel has been spending big money towards branding. It had signed the most expensive sponsorship deal in the Indian Premier League (IPL) in 2011 to renew its sponsorship contract with the Chennai Super Kings- Rs 850 million for three years. It had signed on M S Dhoni, the captain of the Indian cricket team, as brand ambassador for a reported Rs 270 million for a three year period, also in 2011.
Speaking at the launch of PocketBuddies Aircel regional business head Hamir Bakshi said, “Youth has always been the primary focus at Aircel. They are a generation that has seen it all – from television to computers and now smart phones. The youth of today is digital savvy who likes to stay connected with their friends and family and peer groups on a second to second basis, PockeBudies will be received well by them.”
Aircel also announced registrations for the Aircel College Brand Ambassador – Harvard Business Certification Program which will enable youth to hone their sales and marketing skills. Selected candidates will have to undergo on the job training at Aircel with the successful candidates having the opportunity to qualify for a special Harvard Business Certification Program.
Aircel also announced the launch of a series of inspirational lectures by eminent speakers representing various industries called ‘Aircel -The Power of Inspiration‘. The series is planned to run over a period of 25 weeks targeting educational institutions present in 25 different cities in India.
MAM
Wow Momo tests ‘world’s crispiest fries’ with influencer campaign
1,500 participants across four cities test fries at 30, 45 and 60 minutes.
MUMBAI: The fries are talking and this time, they’re crunching louder than the ads. Wow! Momo has turned a bold product claim into a full-blown public experiment, launching its “World’s Crispiest Fries” through a content-first campaign anchored in real-world validation rather than glossy promises. Instead of relying on traditional advertising, the brand staged a large-scale tasting challenge across four metros Delhi, Mumbai, Bengaluru and Kolkata bringing together nearly 1,500 participants, including influencers, food writers and everyday consumers. The brief was simple: put the fries to the test against leading QSR competitors over time.
Participants evaluated the fries at 30, 45 and 60 minutes after serving, a window where most fries typically lose their crunch. According to the brand, Wow! Momo’s offering held its texture across all three intervals, while competing products softened, turning a functional claim into a demonstrable outcome.
The exercise doubled up as both product trial and content engine. Reactions from participants ranging from surprise to outright endorsement now form the backbone of the campaign’s digital rollout, amplified through social media, creator-led content, memes and short-format films under the hashtag #EndOfDebate.
The strategy reflects a broader shift in how QSR brands are approaching differentiation. In a category often driven by price offers and visual advertising, Wow! Momo is attempting to build credibility through proof rather than persuasion letting consumers, rather than copy, make the case.
With over 850 stores across more than 90 cities, the brand is using scale not just for distribution, but for storytelling. By turning a simple question how long do fries stay crispy into a participative, city-wide experience, it is aiming to spark conversation as much as consumption.
Because in the battle of the fries, it seems, the crunch may just be the loudest argument of all.
