Mahesh V. and Rajeev Rao, senior creative directors at the agency, spent a whole night developing the idea. "We did not want to talk about technology, and we consciously avoided showing people talking on the mobile", says Mahesh. Their initial idea was a younger sister following an older brother.
Mahesh V. and Rajeev Rao, senior creative directors at the agency, spent a whole night crafting the concept. "We did not wish to discuss technology, and we deliberately refrained from displaying people using mobile devices", Mahesh stated. Their initial idea was a younger sister trailing an older brother.