UCWeb, an Alibaba Mobile Business Group company and makers of UC Browser; India's largest Mobile browser today released their commercial in India for UC News. UCWeb had launched UC News last month in Delhi and the television commercial is part of an integrated campaign launched to promote UC News in India.
Created on the insight of "Survival of Latest", the campaign seeks to position UC News as the right product for the people who want to stay updated with relevant and trending information. The integrated campaign was started on July 26, 2016 with the introduction and teaser of the TVC on social media platforms and made its TV debut on July 30, 2016.
Explaining the rationale behind 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 today's 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."
The campaign has been created by Cheil India and the team of Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India and Kundan Joshee, Sr. Vice President Cheil Worldwide said, "The Mobile browser as a category is evolving at a rapid pace and the task at hand for us was to bring consumer advantage to the fore, while at the same time establish the brands USP of being the fastest and relevant. We picked up the most germane theme and played our story around it. There is a lot to do and we look forward to creating more memorable campaigns with the brand.
