Airtel unveils mushy campaign

Airtel has rolled out a new campaign titled 'Taaki pyaar mein dooriyan na aaye" to announce two changes in their tariff structures: STD calls from anywhere to anywhere (home circle and roaming) will be charged a flat Rs.1.50 and incoming calls while on roaming will also be free. "Both are significant changes and merited a high visibility campaign to drive home the message," said Amitesh Rao, national business head, Rediffusion DYR. ."While the commercial targets all mobile phone users, it specifically targets subscribers who hesitate to accept incoming calls as well as those who are wary of a complex cost structure where STD call costs varied according to distance."
 
The commercial, developed by a team led by Sagar Mahabaleshwarkar and Ramanuj Sastry, is about an interplay between a newly married romantic couple (played by Madhavan and Vidya Balan) who are deeply in love and simply can't get enough of each other. The creative concept sets an interesting context in which the tariff revisions are announced. "With the new tariffs, there is absolutely no reason for there to be any distance between the two of them," added Rao.

The TVC is supported by an outdoor campaign across India. The campaign also saw a high visibility print innovation in national dailies where the messaging appeared in three strips on the cover page, including one under the masthead.