MTS has decided to connect with its audience via an interesting music video, ‘Browse Browse DK Bose’ aimed at further extending the campaign and driving consumer engagement.
The music video, which has been conceptualised by Creativeland Asia, features a re-scripted version of Imran Khan’s popular number ‘Bhaag Bhaag DK Bose’ that hit the charts about three years ago, the video brings alive the fact that the dongle would enable viewers to not just browse the internet, but exploit it.
As Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia noted: “The campaign is all about getting the young digital natives to remember and enjoy some tedious product tech specs of the MBlaze Ultra, in a fun and effortless way.”
Speaking about the new campaign, Amitesh Rao, Director-Brand and Media, MTS India said, “We felt the best way to go about this was to create branded content which moves beyond broadcast”
He went on to add: “The objective of this endeavour is to drive higher consumer engagement for MTS MBlaze Ultra. The song is more than just a music video, it’s an ode to those who live and breathe to exploit the web.”
The digital campaign is to be further extended by inviting target users to come up with their own versions of the DK Bose number.