Bell Canada: Making Multicultural Communications Better

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  • Bell asked us to launch their revamped brand to the South Asian Canadian audience. Smart, sophisticated advertising played off elements of Bell’s new logo in a way that was relevant to these audiences, beyond language: an entire new brand portfolio of South Asian “bellements.” For the South Asian community we were able express the new Bell brand promise and plan and feature benefits in each of the five South Asian languages. Even the rather odd mainstream “er” was utilized in Indian English though it was impossible to use in Punjabi, Tamil or Hindi. Our radio spots in Punjabi and Hindi for Bell’s Share Plans maintained the playful, modern, optimistic tone of the print advertising and sold the idea that a joy shared is a joy multiplied. To borrow a phrase from the Bell Canada playbook, it was all about making multicultural communications better.