BRAND: Airtel

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BRAND: Airtel
AGENCY: Rediffusion DY&R
BASELINE: NA

DESCRIPTION: The driver picks up a kid from school but as the kid is about to sit in the car, it begins to drizzle. Instead of getting into the car, the kid removes his jacket and runs toward the fields; then, he stands on the edge of a rock and screams in joy. He runs into the jungle and even swings on tree branches! Finally, he enters an abandoned house, calls up his father (using his Airtel connection), asks him to shut his eyes and just enjoy the sound of raindrops (on the phone!). In the end, the voice-over says: “Kuch bandhan atoot hote hain, jaise ki Airtel ka connection.”

4Ps TAKE: Give this to Airtel and Rediffusion DY&R: they know all about that all-important mantra called emotional connect. The brand now builds on the father-son relationship, after cashing in on the grandparent-grandson one. The power idea is to promote its strong network that doesn’t lose its connectivity – even when one is in the deep woods! The story-board is cute with the oh-so-sweet little kiddo wanting his dad to partake of his share of fun. The communication is bang on: the voice-over speaks about the ‘atoot badhan’ referring to the powerful connection Airtel offers, aptly comparing it with the father-son relationship. As always, the main USP of ‘connectivity anywhere and everywhere’ is positioned clearly. Like father, like son – and this bonding and branding is so like Airtel! Great connect, as always!

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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