Mumbai: A report by IAMAI-IMRB says that there are about 200 million users that access internet on mobile of which 1/4th watch videos online. But poor data connections in India hamper the online video watching experience on the go.
In its never ending endeavor to improve user experience, YouTube has announced the launch of ‘YouTube Offline’ feature on their mobile app. This new feature allows users to offline their favorite videos on YouTube mobile app and enjoy their favorite videos, whenever they like, on the go without having to worry about poor data connection or data cost and enjoy a buffering free life.
Buffering can actually ruin the whole experience for an online video watcher as it drives the fun out of watching videos. This was the starting point of the campaign conceived by Lowe Lintas Delhi themed “buffering’ will no longer be a suffering” .
Commenting on the campaign, Sandeep Menon – Director, Marketing, Google India said, “Indians love watching videos online, and YouTube is the go-to destination for any video content online in India. We wanted to offer our users a great new way to enjoy their favorite content without having to worry about poor data connections and high cost of data. That’s where YouTube Offline feature plays an integral role and allows users to access content at their own pace. We are excited with the way our new film has turned out and hope that the audiences’ will relate to the common issue we all face on our mobile phones and embrace the offline way to enjoy YouTube.”
The Campaign TVC with “buffering’ will no longer be a suffering” theme is a quirky take on buffering and how it can get people to react in a strange manner while they wait for their videos to download. The reaction from people across the country was captured in the communication, just to re-emphasize how buffering can drive the fun out of you and get you to do strange things.
Commenting on the creative thought process, Shriram Iyer, Executive Director, Lowe Lintas commented, “YouTube, with its Offline feature, has made the experience even richer. Watching videos online comes with a glitch called ‘buffering’. The stalling of a video spoils the experience. The idea really stems from there. Our team explored the idea of visually exploring the ‘buffering’ graphic, in a symbolic manner. Human heads rolling in circles, in a way, aping the buffering sign going round and round, was our comic tribute to the problem all of us face every day while watching videos online. The commercial takes a potshot at the problem and then presents YouTube Offline as the solution to this daily grievance.”
Naveen Gaur, President, Lowe Lintas Delhi said, “The fun of watching any online video gets killed because of slow data speed that leads to buffering. This incredible new feature in the YouTube app has put an end to this problem. Our attempt was to keep the communication very simple yet extremely interesting. By highlighting this biggest pain point, we wanted to leave behind a clear message for the users that now they can get buffering out of their life and enjoy their YouTube videos non-stop, whenever, wherever and as many times as they want to.”
The TVC has been launched on popular social platform YouTube. It will be followed by a high decibel promotional drive on TV and social media as well.
Creative: Amer Jaleel, Shriram Iyer, Arko Provo Bose, Manzoor Alam, Anshul Nagpal
Account Management: Naveen Gaur, Nikhil Mahajan, Dallbir Singh, Naman Pal
Planning: Anurag Prasad, Sumant Bhattacharya
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Prafull Sharma, Azad Anesh