The company, which claims it was the first mobile operator to offer multimedia messaging service (MMS) in Asia, launched its service in March this year.
Since then, competitors SmarTone, Hutchison Telecommunications and Peoples Telephone have also introduced similar services.
CSL claims it has a 35 per cent market share in inter-operator SMS usage.
It is counting on its new campaign to raise the figure by encouraging greater usage.
MMS is considered the next generation of mobile messaging service. Messages must be sent from MMS-enabled handsets, and the service enables mobile phone users to incorporate images, graphics, text and audio into a single message.
According to a marketing executive at CSL, the Euro RSCG-developed advertising campaign, which features Chinese pop star Jay Chou, is based on the 'SMS Lovers' theme. It tells the love story of two university students - Chou and Karen - who adapt and exchange SMS, and sometimes MMS, as their medium of communication.
The TVC has three executions, each ending with a question which invites the audience to guess what message has been exchanged between the pair.
Viewers can send in their submissions via SMS and can exchange views at www.one2free.com.
The spokesperson said CSL had used "episode executions in the past.
"We launched a series of TV commercials starring Chinese pop star Aaron Kwok in 1997 and top Chinese actor Takeshi Kaneshiro in 1998. Both were composed of three episodes, which ended with a scenario asking the audience to help make decisions for the main talents, she added.
The campaign is supported by print, outdoor, online and radio, as well as television. A music video of the TVC's theme song, performed by Chou, has also been released along with posters, postcards and VCD give-aways.
The telecoms operator gave viewers a peek of its TVC at an event attended by more than 1,000 consumers.
