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Focusing on the trust quotient
Airtel is known for its star-studded films. But this time, the brand has looked beyond celebrities to focus on its trust quotient.
The latest Airtel TVC opens on a child being given strict instructions by his mother not to go out and play. That obviously saddens him. Quietly, he picks up his toy phone and makes his way to the rooftop. As he makes himself comfortable,[url=http://duveticaukoutlet.halod.com/][b]Duvetica Down Jackets[/b][/url], he dials his dad's number over the phone. Pretending to have a conversation with his father, he complains that as his mother scolded him, his father, in turn, should scold the mother.
He quickly goes downstairs, to where his mother had told him to sit. Soon, the mother enters the room and tells him that he can go out to play after having his milk. He is overjoyed and asks her if his father had called, assuming that the phone call he made to his father has had the desired effect. While the mother walks out of the room, smiling, the child is seen leaping with joy. The film closes on the logo of Airtel.
The brief was about giving a new angle the angle of trust,[url=http://parajumpersonline.webmium.com/][b]2013 PJS Jackets Shop Sale Kodiak Jackets Online PARAJUMPERS[/b][/url], reveals Ramanuj Shastry, national creative director, Rediffusion Y The trust angle, which is a hygiene factor, is far more gripping than the network angle, he says.
He relates it to a pair of Nike shoes. They are not simply good shoes; there's something intangible about them probably, that your feet will be reliably comfortable in a Nike pair. It's similar, as it is more than just about the network. It's about being reachable and accessible.
Shastry points out that the brand, particularly this piece of communication, likes to make the consumer believe that you are never too far from your loved ones. When the toy phone speaks, it's almost like magic realism, exclaims Shastry.
Just like the Breaking Barriers campaign, which was released in the beginning of 2008, was based on the overall philosophy of pulling down walls between people, this film too, is woven around an overall philosophy of trust.
Deepesh Jha, creative head, who handles the Airtel business at the agency's Delhi branch,[url=http://woolrichswedense.gengfl.com/][b]http://woolrichswedense.gengfl.com/[/b][/url], has penned the script and has even supervised the two-day shoot of the film. The film was shot by production house, Footcandles and directed By Vinil Mathew.
The other noticeable aspect of the ad film is the performance of the child artist. Vinil Mathew of Footcandles, says, Children generally have short attention span and get bored easily. The same happened with this four-year-old boy (Virej Dasani).
We had to do all sorts of things to keep him 'interested'! From scaring him, to being nice (from being bad cops to good ones), but at the end, patience was the only the thing that kept us with him,[url=http://billigamonclerjackasverige.albirank.net/][b]Billiga Moncler Jacka Dam Outlet Sverige Moncler Dunjacka online rea Du Njuter Imponerande Vinter[/b][/url], he adds.
In fact, Mathew had worked with this kid when he was only two months old for a Good Knight commercial. Besides, Dasani had worked on several other television commercials,[url=http://rogervivieroutlets.webmium.com/][b]http://rogervivieroutlets.webmium.com/[/b][/url], so he wasn t camera-shy -- this was again an added advantage.
Dasani's looks were also worked upon to give the film a reality effect. After a couple of tests, we decided that he should wear a half-sleeves shirt and chappals instead of a jazzy dress and shoes all this, to 'not' give him the cool boy look, he reiterates.
Alok Ghosh, senior creative director, Bates Chennai, feels that the creativity of the film lies in its striking simplicity. The creative insight in this film is just that. It appeals to everyone, he says.
Airtel brings to mind films packed with celebrities. However, many in the fraternity, including Ghosh,[url=http://duveticaukoutlet.halod.com/][b]Duvetica Jackets UK Outlet Duvetica Down Jackets For Men Store[/b][/url], feel that the film is simply perfect without a celebrity. I think a good idea needs no celebrity push. Not that using a celebrity is bad. But sometimes, celebrities overpower the brand, he explains.
Kawal Shoor, president,[url=http://duveticaukoutlet.halod.com/][b]Duvetica Jackets UK Outlet[/b][/url], strategic planning,[url=http://woolrichdeutschland.gengfl.com/][b]http://woolrichdeutschland.gengfl.com/[/b][/url], O Mumbai feels that the film is about a sweet moment,[url=http://giuseppezanottioutlets.webmium.com/][b]Giuseppe Zanotti Sneakers outlet sale[/b][/url], which feels real. An ad with a child will need to try very hard to go wrong, and this one doesn't. What's nice is that it doesn't reek of fake innocence. Though it dragged a bit for me, he states.
He delves into the strategic insight, 'Atoot rishte' is a strong emotional layer on network. However,[url=http://duveticaoutlet.albirank.net/][b]duvetica duvetica jackets outlet duvetica sport jacket duvetica mens clothing sale[/b][/url], Airtel has this slightly schizophrenic approach to communication. It does both the head-in-the-sky ads and the feet-on-the-ground ads and there's a very visible and clear line between the two. This belongs to the second, and clearly, this idea works best without a celebrity.
He questions, however, Even given the complexities of their market,[url=http://giuseppezanottioutlets.webmium.com/][b]2013 Giuseppe Zanotti shoes outlet sale Giuseppe Zanotti Sneakers[/b][/url], does Airtel need two distinct types of advertising, presumably for the two Indias, or is it too simplistic an approach?
Talking about the emotional quotient,[url=http://giuseppezanottioutlets.webmium.com/][b]http://giuseppezanottioutlets.webmium.com/[/b][/url], Ghosh believes that inside every human being,[url=http://woolrichdeutschland.gengfl.com/][b]Woolrich Deutschland Woolrich Arctic Jacket Online Shop Damen and Herren outlet deutschland[/b][/url], especially Indians, there is a need for emotional connect. Commercials, with or without celebrities,[url=http://kaufenmonclerjacken.albirank.net/][b]Moncler fabrikverkauf Moncler Herren Jacken Moncler Jacken Outlet Österreich[/b][/url], need to connect with the consumer emotionally,[url=http://duveticaukoutlet.halod.com/][b]http://duveticaukoutlet.halod.com/[/b][/url], he states. All pages of the Website are subject to our terms and conditions and privacy policy. You must not reproduce, duplicate, copy, sell, resell or exploit any material on the Website for any commercial purposes.相关的主题文章：

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