If you don’t have UC News on your phone you’re pre-historic says new Cheil India campaign
The current era is all about survival of the latest. To be a survivor, one needs to be updated – by the second. This is where UC News, which is part of India’s leading mobile browser UC Browser gives you the edge.
Literally speaking, if you don’t have UC on your phone, you belong to BC (Before Christ). And that’s exactly what the latest campaign crafted by Cheil India highlights: “UC nahi toh BC!”
The campaign aims to highlight the importance of timeliness and relevance which is provided by UC Browser’s News App that arms users with the latest developments across the globe making you relevant to NOW.
The integrated campaign kicked off with the launch of the TVC first on the social platform – Facebook and Twitter and is scheduled to hit television screens across top channels.
The film opens to a group of youngsters around a table in a restaurant. One of them excitedly shares a piece of news, which he reads on his smartphone that two celebrities got engaged secretly. To his disappointment, his friends don’t seem to be excited at all. On the contrary, they make faces and one of them points out that the news is at least 2 hours old.
Just then, the young man who shared the dated news is startled by the sudden appearance of 3 cave men. They thunder at him “let’s go.”Shocked, he asks them, “where to?” to which they respond in unison, “to BC!”
He turns to his friends to help him understand what’s happening. His smart friend, the protagonist, clarifies that they’re taking him to “Before Christ.”
The cave men disappear with the young man. Only his hat remains. All his friends look at it with pity, and the protagonist tells us, “If you don’t want to go to BC, download UC.”
He points at the UC News app on his smartphone and tells us how it is best way to get the latest news.
The film comes back to the young man held hostage by the cave men in a pre-historic cave. He extols, “If you don’t have UC….” The cave men finish it off with an emphatic, “BC!”
Speaking about the campaign, Constantin Wu, Head of Marketing, UCWeb India said, “At UCWeb we take great pride in our products. Our vision is to help bring the benefits of mobile internet to people across the world and with that vision we have created products like UC News. Our brief to the agency therefore was very simple and clear. We wanted the communication to speak to the millennials in a language that they understand and help them connect with UC News. The key insight that this campaign works on is that todays’ generation aspires to stay ahead of their peer group. ‘UC News’ helps to give them the edge of being in the know of the ‘latest’, which establishes them as a clued-in individual.”
Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India and Kundan Joshee, Sr. Vice President, Cheil Worldwide said, “The brand’s USP is to bring forth relevant and fastest news. The challenge we were faced with was to bring this USP to the fore in the fast evolving mobile browser category. On the back of a germane theme, blended with humorous exaggeration, we believe the film will be able to break the clutter and be memorable. There is lots to do with this brand and we look forward to extend this thought forward.”
Vijay Simha, Group Creative Director, Cheil India said, “The very fact that an idea presented at a new business pitch has come to life is testimony to its power. In a world where the need to be up-to-date is paramount, not knowing soon enough is tantamount to belonging to a bygone era. We just exaggerated this truth with a whacky story, and expressed it in irreverent youth-speak. UC nahi toh BC!”
Credits – Creative Team: Sagar Mahabaleshwarkar, Mithun Purkayastha, Vijay Simha Vellanki. Account Management: Aarti Malhotra, Sangeet Bhatia, Ankita Sharma. Account Planning: Ryan Banik, Tanvi Arora. Director (of the TVC): Rajesh Saathi. Exécutive Producers: Harish Nambiar, Simran Bedi. Production House: Keroscene Films.