Creative Brief for Citycell KOTHA TVC

Product:

Citycell is a Pre-paid and Post-paid CDMA mobile service provider

company operating
throughout Bangladesh. The brand is
owned by Pacific Telecom Bangladesh Ltd.

Objective:

Citycell is trying to capture the market segments of mobile users

in Bangladesh who basically use mobile for conversation
purpose. The aim of the promotion campaign is to stimulate the
sales of the company by 20 percent within the first year and
grab 15 percent of the total market share from its current 5
percent within only one year. The company plans to reach 50000
customers with its KOTHA package in the first month of
campaign.

Target Audience:

The new package will be launched throughout the 500

customer service centers across the 60 Districts of the country.
Target audiences include aged people and young generation
who like to talk much clearly and smoothly.

Message theme: Internet can bring a lot in our life but it cannot express all
emotions. Speech is the only way to express emotion in many
instances like listening to a song, mourning someone or public
speech. Some gut feelings, stuck emotions, inner gestures can
only be expressed through speech. Those who care about
seamless and smooth conversation require a mood of frank
conversation. Citycell KOTHA package ensures the seamless
conversations to express gut feelings.