Can viral advertisements make a difference in Indian telecom market

Virality of videos brings an unprecedented amount of attention that if used in a correct manner can be beneficial to the content creator. Be it the success of the movie 3 after Kolaveri Di or the singing sensation Psy after Gangnam Style, virality of the videos has played a huge role in their success. Now it is seeping down into the Indian telecom market as well and the latest MTS Dongle advertisement is a result of the same.

MTS 3G baby

MTS 3G baby

The advertisement with the caption “Born for internet” shows a baby coming out of his mother’s womb by seeing a tutorial from the nurse’s phone and the kid goes on to click a selfie to post on social networks. The advertisement wants to showcase how technology friendly the next generation is and how fast its 3G services are. The advertisement became the centre of attraction and went on to attract 3 million YouTube views in the first week itself and total views now have crossed 7 million.

The result: MTS witnessed a 10 percent increase in the dongle sales. “The campaign has managed to break the clutter and start conversations both online and offline.

Can viral advertisements make a difference?

They surely attract a lot of attention and coupled with services that back the claim, they can surely make a big difference. A very small percentage of advertisements go viral but when they do, the creator or the sponsor stands to benefit in a big manner, just like MTS.

But there are legal issues as well that come associated with it. ASCI (Advertising Standards Council of India) which is an independent regulatory body has asked MTS to stop airing the advertisement as it considers it to be unethical and obscene for women as the woman is shown in labour. On top of it, Delhi High Court has stayed the order issued by ASCI.

As per reports MTS has has spent over 4 million dollars on it and the advertisement has won applaud globally. MTS didn’t want to showcase obscenity (and actually didn’t) and what they did was a work of creativity. Legal issues haven’t bogged down the sales so that is a good thing. But now we know something for sure which is that viral advertisements can surely sell products in the Indian telecom market provided the companies back their claims well.

Reported By

Leave a Reply

23 Comments on "Can viral advertisements make a difference in Indian telecom market"


Sort by:   newest | oldest
Tiju MAttam
May 10, 2014 6:07 am 6:07 AM

If MTS have range in your area then purchase it. Don’t wait. It is far better than AVoId.

May 8, 2014 9:05 am 9:05 AM

Reason for increase MTS dongle sales:
Launch of 40 GB UL plan at 999 INR.

Ps: I didn’t feel this advt interesting
(My personal opinion).

May 7, 2014 11:35 pm 11:35 PM


I wanted to know which government bank charges the least fees on online transaction ? Please someone tell about it .

May 8, 2014 12:57 pm 12:57 PM

Your bank will only deduct extra charges when you pay in an non indian currency example US $. I think thats 5% (don’t remember exactly) when i used an international top up website.

May 8, 2014 11:46 pm 11:46 PM

Thanks for all this knowledge.Now I can confidently make my first online transaction.Thanks once again for elaborating on this point.

May 9, 2014 7:08 am 7:08 AM

For getting internet banking facility and debit card what minimum balance should be there in one bank account ,please someone tell ?

May 9, 2014 12:55 pm 12:55 PM

@ Rahul Rai:
Sir, In State Bank of India, no mimimum balance require to maintain.
In SBI: no annual charges for Inernet online Banking facility.
And for debit card SBI charge Rs: 112/ year..

May 8, 2014 10:50 am 10:50 AM

You mean NEFT/RTGS?

May 8, 2014 10:28 am 10:28 AM
@Rahul Rai, for online transaction most of the Govt banks and many private banks also don’t charge extra and neither there are any charges for availing Internet Banking facility as of now. All they have is a debit card charge ranging from 100+ S.Tax to 500+ S.Tax per year depending on the card you are using. Normally a debit card user is charged Rs. 100+ S.Tax per year using basic cards but there are no extra charges for using them online though merchant can charge you fee (if any) like our electricity board in Haryana charges 1% extra if payment… Read more »
May 8, 2014 12:29 am 12:29 AM

Please elaborate. My bank doesn’t charge me any extra for any online transaction. For example when i recharge with Rs 500, exactly, 500 will be debited from account. State bank of india & union bank

May 8, 2014 10:27 am 10:27 AM


I have heard that when we pay fees online of any entrance exam using internet banking of sbi then suppose the fees is Rs. 100 the bank cuts Rs 120 from the account.I wanted to know which banks takes least money for online transaction or all banks charges the same or there is some lack in my knowledge,please tell about it.

May 8, 2014 12:54 pm 12:54 PM

That extra amount isn’t taken by your bank but by the provider of payment gateway or simply as “internet handling charge” which goes in the website’s pocket. For example, you book a ticket through IRCTC then the extra 22.X rs is earned by the site not by the bank. Another example- when i pay my electricity bill from (uttar pradesh power corp. Ltd.), the payment gateway of ICICI bank charges 1.12% of the transaction.

May 8, 2014 10:21 am 10:21 AM
@SS, You are right that majority of banks don’t charge for online transactions but some banks do charge. Take example of Canara Bank which charges Rs.10 for every online transaction. My friend had his account with them and he always used to pay 10 extra as service charge. When I come to know about it while making payment using his card, I told him that most of the banks like ICICI, HDFC, PNB, SBI, SBoP, Axis, UBI and many more don’t charge extra. They all have their branches here and I asked him to visit any one of them to… Read more »
May 8, 2014 1:01 pm 1:01 PM

I think they have gone nuts 😛 In the age of online transactions, they charge insane and that too they the unique ones who do so! LOL

May 8, 2014 12:18 pm 12:18 PM

HDFC charges 1.8% of ticket price on irctc and 30 INR on railway terminals if we pay using their DEBIT card(didn’t try with a credit card).

*No charge is levied by bank on netbanking*