Companies spend crores every month in the name of advertisements, while radio happens to be the cheapest means of mass communication, the most widely preferred television commercials are the costliest. Advertisements either induce the customer to go for the product immediately or help retaining the brand name in the customer’s mind which would help in taking decision when a time comes to choose the product.
Airtel is amazing when it comes to ads. Airtel advertises more on its brand and its values than its products and services. Most ads just establish the value and beliefs of Airtel than establishing its services like mobile telephony or broadband. This is one of Airtel’s best ad which can make the audience sit back and watch it. The background score by A.R.Rahman adds oil to the fire.
And now Airtel is in talks with railways to buy train name space, if it clicks, we might have an Airtel Bangalore Superfast Express or an Airtel Coimbatore Intercity ! Companies sure does spend money in crores just for brand retention. And buying a train name space is simply superb, Airtel would become a household name, something like Pepsi Uma.
But again the recent Airtel ad for its mobile telephony service where the guy comes all the way to an isolated village to meet his grandparents is a let down. The grandparents appear angry because their son never came to meet them for the past 25 years and now his look alike who happens to be his son comes to the village. He has an Airtel mobile and makes his dad and grand dad speak to each other. God !!! The grand dad who was angry till a few minutes back immediately cools down and starts weeping. His son never bothered to come and meet them for 25 years and now speaks over the phone and the bonding grippens. Cha, is there any kind of emotion attached ? It might make the old man happy but the actual bonding and affection is nowhere seen in the son.
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[...] Airtel’s brand and product retention ads [...]
Dinesh,
That Music composed by A.R. Rehman is one of the best that he has done. You are correct the recent airtel Ad is very much below average. While BSNL is trying to get moderize by having Preety Zinta for the latest BSNL Ads.. Airtel is going by old BSNL ways.. old man , young man.. (only missing piece is a new born baby with mother/father with a phone on its ears)… I think when it gets to Ads for mobile, no one could beat Hutch (though the brand hutch is likely to go in the next few months).. Need to wait and see how the ad will be for the Vodafone..
@ vimal
yep, bsnl is improving itself by having cleavage revealing women showcase their products … hutch is way too ahead in ads, O&M has been doing hutch ads for years and i cant remember hating even one hutch ad …
airtel’s ads have never been able to reach the amount of impact created by hutch in a longtime… the last airtel ad i remember is……….(actually i dont remember anything from airtel).
and the latest one is the crappiest among all… wish they wake up atleast with the arrival of vodafone…
@ partha
airtel’s focus has always been on brand advertising more than product advertising …
if you think you can definitely re collect more of airtel’s ads in contrast to airtel mobile’s or airtel landline’s ads …
even airtel’s print ads are a let down with sharukh jumping over the sea shore with an “@” symbol in hand … but their print ads are precise in terms of telling the intended information, i.e., the new plans, talk values et all but the ad definitely bugs
Hey have you seen the Idea’s ads for the dialer tone copy facility ad?
thats the worst thing that could have happened to the brand?
i hate when the girl friends father asks” you like tamil music?”
@ partha
idea doesn’t have service in tamilnadu, so there is not much of it’s ads on local channels, my tv viewing has gone down drastically because of the internet
nope
just now searched for the ad in idea’s website, no luck on it … what is the ad’s copy like ?
the ad goes like this…. there’s this gal and a guy who r in love…so the gals wants her guy to speak to her dad, he calls once, the father says i will call u …. after a longtime waiting the father calls the guy.. and is surprised by the same dialer tone in the guys mobile too…. then asks”you like tamil music”
am not a gud story teller, above is an example…..u shud see this often in like of ndtv,mtv…..
the ad goes like this…. there’s this gal and a guy who r in love…so the gals wants her guy to speak to her dad, he calls once, the father says i will call u …. after a longtime waiting the father calls the guy.. and is surprised by the same dialer tone in the guys mobile too…. then asks”you like tamil music”
am not a gud story teller, above is an example…..u shud see this often in like of ndtv,mtv…..
apparently the second part of the airtel ad seems to be ok… though it does not hav any surprise element in it
@ partha
yep, i can kinda visualise it, will check it out if ti comes in ibn or ndtv
after watching the first part of airtel’s recent ad, the second part is definitely better … no silly or misused sentiments …
and yes no surprise though … but again, the guy playing chess is much much better than his dad speaking over the phone to his dad …
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