MUMBAI: Director Anurag Kashyap directs Ritiesh Deshmukh for a television commercial for Videocon Mobile Services’ Unlimited Tariff Plans. Deshmukh also makes his debut in television advertising, with this TVC.

The TVC is directed by Kashyap and the concept is ideated by Prasoon Joshi.The campaign, which consists of a series of five ad films, features actor Deshmukh in crucial yet hilarious situations, wherein he comes to a point of having his call disconnected for lack of recharge on his phone. The Signal Mein Break, Plan Leke Dekh campaign emphasizes the convenience and benefits to a customer when he opts for one of Videocon Mobile Services’ Unlimited Tariff Plans.

Kashyap said, “Shooting the ad campaign was definitely a new experience for me especially since this is the first time I have dealt with comedy as a genre. Coincidentally, it was also my first experience working with Ritiesh and Prasoon. I had great fun shooting with Ritiesh. Ritiesh is an easy-going person with a fantastic sense of comic timing. He has a great connect with today’s youth and is the perfect fit for the campaign. I do hope that the ad is a clutter breaker and is able to convey the right message to the consumers.”

Deshmukh said, “Working on this campaign was definitely a fun-filled yet challenging experience. We all had a great time shooting the campaign. It was incredible working with Anurag Kashyap and Prasoon Joshi. I hope the ad will break the clutter and create a distinctive identity for Videocon Mobile Services.”