Creativeland Asia expands MTS Mblaze Ultra campaign with ‘Browse Browse DK Bose’ video
Adding another layer to the recent MBlaze Ultra #ExploitTheWeb campaign via Creativeland Asia, MTS has come up with an interesting music video to further extend the campaign.
A re-scripted version of Imran Khan’s popular number ‘Bhaag Bhaag DK Bose’ that came out about three years ago, the video brings alive the fact that MBlaze Ultra on MTS’ 3GPLUS telecom network enables you to not just browse the internet, but exploit it. The objective of this endeavour is to drive higher consumer engagement for MTS MBlaze Ultra.
This song is more than just a music video, it’s an ode to those who live and breathe to exploit the web. And MBlaze Ultra is the dongle built for them. The digital campaign will be further extended to invite target users to interact with the brand by coming up with their own versions of Browse Browse DK Bose.
The ‘Internet Generation’, a race of young individuals that has multiple gadgets and needs to stay hooked onto their internet connections is the protagonist of the ‘Browse DK Bose’ song in this online music video. The music video opens with a super, ‘We gave Imran an MBlaze Ultra. So he could live stream and jam with his band.’ The video then goes on to show a TV set that projects an image of Imran Khan, who is able to be present alongside his band members jamming to the new tune of ‘Browse Browse DK Bose’ because of the high speed connectivity that MTS MBlaze Ultra offers.
Sajan RaJ Kurup, (pictured left) Founder and Creative Chairman, Creativeland Asia, says, “Browse Browse DK Bose is about getting the young digital natives to remember and enjoy some tedious product tech specs of MBlaze Ultra in a fun and effortless way. That’s all.”
According to Amitesh Rao, Director Brand & Media, MTS India, “We felt the best way to go about this was to create branded content which moves beyond broadcast. Content that uses the power of the internet as an interactive medium while telling a compelling story. With Imran Khan, a youth icon, on our side we thought, why not take one of his greatest hit movie songs and turn it into a song crafted for the Internet Generation. And thus the concept of ‘Browse Browse DK Bose’ was born.”