NEW DELHI: Mumbai-based advertising production firm Corcoise Films has produced a television commercial for Malaysia’s telecommunication major Maxis Communications’ cellular network. Maxis account is handled by Ogilvy & Mather, Malaysia.
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.
