Mumbai, August 10, 2007
Indiatimes, for its new e-mail services, has unleashed its new TV advertising campaign. Like the New Indiatimes Mail service, this campaign too breaks a few barriers.
Instead of beating the often taken route of showing the protagonists sending and receiving mail on the PC, Indiatimes has taken an easily understandable and relatable metaphor route – the yellow envelope. The yellow envelope is a universally recognised symbol of mail. The creative revolves around people joining the yellow movement after being touched by the yellow envelope. Its young and international imagery gels well with the urban youth's aspirations to be associated with advanced and futuristic offerings of the Internet.
According to Dinesh Wadhawan, Managing Director & CEO, Times Internet Limited, "We appreciate the fact that communication on the internet is now 24x7 rather than a 30 minutes affair and that being fast and having unlimited space is a mere hygiene factor…our New Indiatimes Mail with its advanced web 2.0 features is pushing the envelope in this space and we wanted our creative to show that."
The creative was conceived by Bates David Enterprise and was produced by MAD entertainment. This campaign is running at very high decibels across major satellite channels, print, web, outdoor and other below the line activations. |
