| Title | THE DAY YOUTUBE GOT REAL SLOW |
| Brand | TATA DOCOMO |
| Product / Service | 3G LIFE |
| Category | B03. Consumer Services |
| Entrant | INTERFACE BUSINESS SOLUTIONS Mumbai , INDIA |
| Entrant Company: | INTERFACE BUSINESS SOLUTIONS Mumbai, INDIA |
| Advertising/Web Design Agency: | INTERFACE BUSINESS SOLUTIONS Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Sabyasachi Mitter | Interface Business Solutions (I) Pvt. Ltd. | Managing Director |
| Naeem Bargujar | Interface Business Solutions (I) Pvt. Ltd. | Visualizer |
Tata DOCOMO became the first private telco to launch 3G in India. The brief was to be seen as the pioneers of 3G in India and make customers upgrade. We realized users most like fast internet while watching videos online, largely on YouTube. We created a 15 second video ad with the first 10 seconds mimicing YouTube's own preloader. This was run as an in-stream video ad before almost videos on YouTube, creating the illusion that YouTube videos were taking extra 10 seconds to "load", a sign of a slow internet connection. The brand’s 3G communication followed at the end.