Hotly-tipped Cannes Lions contender âMTS Internet Babyâ has become Indiaâs most viewed online ad of all time.
The Indian market spot for Russian telecoms giant MTS Telecom has been viewed on YouTube over 22 million times in 206 countries with its fresh take on the new generation of âdigital nativesâ.
To a soundtrack of Diana Rossâ âIâm Coming Outâ, the ad shows a new-born baby take charge of his own birth; first by using the Internet to research how to cut his own umbilical cord before then putting out word of his arrival on the web.Â The spot has been directed by Guy Shelmerdine from Smuggler Films.
This week, âMTS Internet Babyâ surpassed Unileverâs âLifebuoy Help a Child reach 5â as the most viewed Indian advertising spot of all time and industry experts are forecasting it will perform strongly at this yearâs Cannes Lions.
Creativeland Asia an independent ad agency conceptualized the ad to launch MTSâs new 3Gplus network in India and to demonstrate how the network appeals to users âBorn for the Internetâ. Since launch, the spot has stuck a real chord among bloggers and the international media, with discussion centering on how the work amusingly illustrates a new generation of âdigital nativeâ consumers that view Internet use as their birth right:
- âA striking piece of work and evidently the worldâs first natural-born internet userâ The Guardian
- âThis Ad Gives New Meaning To The Term ‘Digital Nativeâ Huffington Post
- âA hilarious viral hitâ The Daily Mirror
This bold spot has provoked interesting debate on the future of internet and technology after screening on Indian television but was actually originally launched in an innovative way â via torrent seed. Instead of using a conventional ad launch strategy, they set out to directly engage with Indiaâs digital natives by seeding the spot as a BitTorent file amongst the countryâs most download-hungry online communities.
Web-savvy Indian fans of the ad then extensively shared it on social media and created a buzz days before the ad was officially launched on the brandâs official social channels. To date over 92,000 consumers have commented on the ad and shared it across Facebook, Twitter, Youtube, Tumblr and parody videos of the spot including one based on a reversed version of the ad âbaby goes into mommaâs stomachâ has also become a surprise hit.
Some Indian consumers even went as far as modifying the format of the film to create a mobile version of the MTS âthe Internet Babyâ, so they could share it with friends and family on social platforms like WhatsApp. The ad has taken on a life of its own and become emblematic of Indiaâs highly aspirational generation of young web users who are âBorn for the Internetâ.