Yahoo! India launches ‘Log on to new’ campaign for its search engine

Yahoo! India has launched its first campaign, ‘Log on to new’ for its search engine service Yahoo! India Search.

The campaign is currently on air on both television and radio.

Says Yahoo! India director marketing Nitin Mathur, “There is a strong and compelling reason for us to go out to the market in a much more vocal way and talk about our story. Through this campaign, we want to further strengthen our connection with youth between the age group of 16-24 years in India and give people a reason to make Yahoo! India their starting point to the Internet. This campaign will bring strengthen Yahoo’s brand values in a contemporary manner and reinforce our leadership position as a lighthouse brand for new and first time users.”

The script for the TVC has been written by O&M Bangalore senior creative director Deepak Joshi and Corcoise Films director Prasoon Pandey has directed the TVC.

The TVC shows a group of sky divers ready for a jump from a plane. The instructor advises the sky divers that after jumping from the plane they should count till 10 before opening their parachutes. One overenthusiastic diver asks to be the first one to jump off the plane. However, he stammers. After jumping he begins counting till 10, but stammers very badly on each count, so by the time he reaches a count of five, he collides with the ground. With fear written all over his face, he desperately tries to latch on to the railing of a balcony, but misses it. And the sound of an ambulance reverberates.

The present TVC is scheduled to be followed by another campaign later this month. This will be on the Yahoo! Messenger service which is a key part of Yahoo’s offering.

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