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Spot Light | MTS

The ad reminds you of a viral Internet video rather than a TV commercial

The wired baby

Reviewer: KV Sridhar

The chief creative officer at Leo Burnett Worldwide Inc., K.V. Sridhar has more than three decades’ experience in advertising and has work-ed with marquee brands such as McDonald’s, Heinz and Thums Up.


The latest ad by Creativeland Asia for telecom service provider Sistema Shyam TeleServices Ltd’s brand MTS underlines the data superiority of its 3G network in India with an endearing and quirky campaign featuring a newborn who is familiar with technology and starts exploring the Internet right from the moment of his birth. The ad opens in a labour room, where the baby’s hand pops out from under the cover and gestures to everyone to stop. The baby goes on to perform a series of tasks—cutting his own umbilical cord with the help of Google, taking a selfie with a nurse on Instagram, etc.—leaving the people in the room stunned. Tag line: Born For the Internet.

What are your first thoughts on the ad?

The first impression of the birth of a child is captivating. We have not seen such visuals in Indian advertising. The other thought is that it reminds you of a viral Internet video rather than a TV commercial.

What would you have done differently?

I think the overall spirit of the ad is nice. It’s edgy—like a Super Bowl commercial that always uses attention-grabbing subjects like animals, babies and pets. I’m not sure if this commercial is meant for the TV audience or the Internet audience. If it is for the Internet audience then I won’t touch it, it’s perfect. If it were to be for a TV audience I would make it more charming towards the end so it leaves a bigger smile.

A TV audience is more universal and you need to put content which is more explicit, direct and charming, while the younger audience who watch content online are far more intelligent and imaginative. Though it is a baby commercial, what you’re missing is the baby charm.

What are your thoughts on the baby protagonist?

Babies have been used successfully by many brands like Evian water’s Baby And Me and Rollerblades commercials. Last year for Super Bowl, Kia Motors had a commercial on space babies and E*Trade also uses babies as a subject.

Brands like KitKat use babies very well. Babies are universally loved and today, with technology improving, you can make babies do anything on the computer. In this commercial, babies have been used to demonstrate the idea of a new-age baby, which leaves you a little cold. After he snaps the cord you forget he’s a baby.

Any other ads in the telecom category that stand out according to you?

Compare this with the Vodafone Zoozoos, they’ve used the Rajinikanth-style and baby acts. It’s a benchmark.

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