While Vodafone created Super Zoozoo, and Idea uses Abhishek Bachchan in a triple role, Airtel’s 3G campaign bets on the power of 3G to connect people to each other.
WATCH the TVCs (story continues below)
In ‘Video Calling’, 3G helps a military man talk to his sweetheart from far away; in ‘Facebook’, a young man helps his grandfather get revenge on his old foe on the social network; and in ‘Youtube’, another youngster magnanimously agrees to come on a trip to Bangkok with his parents, after quickly checking out all the entertainment options there on his tablet PC.
Maneesh Rangra, executive business director, JWT Delhi, said, “The onset of 3G has created a sort of slugfest in the category. However, whilst the category and the competitive environment is still pegged on highlighting ‘functional’ benefits of 3G (speed, fast, downloads), there lies clear room for Airtel to create a unique position for itself by laddering up the rational benefits and taking them closer to the essence of ‘magical moments of human connection’, and the brand position of ‘closer to what you love’. Also, with this transition from the world of ‘voice’ to the world of ‘data through 3G’, the challenge for brand Airtel was to preserve its existing values, tenets and the equities from the world of ‘voice’ and smoothly transfer them further to the world of 3G.”
On the creative execution, he said, “The fundamental pivot of execution revolved around creating uplifting stories that were rooted in human relationships and connections, and the ones that demonstrated how Airtel enriches your life rather than just being a data provider.”
Creative ('Youtube' and 'Facebook'): Soumitra Karnik
Writer: Soumitra Karnik
Art ('Video Calling'): Nazly Kasim
Art ('Youtube' and 'Facebook'): Shantanu Mukherji
Films: Suprotim Day, Benny Alexander
Account planning: Atika Malik, Rasika Fernandes
Production house: Footcandles Film Director: Vinil Mathew Producer: Swadha Kulkarni Director of Photography: Vikash Nowlakha Line producer: Milin Shah/ Robin Dcruz Production manager: Shail Vora 1st AD: Prateek Sharma ADs: Isha, Bhavesh, Anna, Mrinal Art director: Sonal Sawant Styling: Ananya Music: Amar Mangrulkar Sound: Arun Offline: Anshuman Online: Amit Chitnis Post supervisor: Isha and Bhavesh Post production studio: Pixion Studio
Production house: Rising Sun Films Director: Shoojit Sircar Producer : Ronnie Lahiri DOP : Kamal Negi Music composer: Amar Manrulkar Post production : Prime focus
Production house: Rising Sun Films Director: Shoojit Sircar Producer: Ronnie Lahiri DOP: Jakob Ihre Music : Amar Manrulkar Post production : Prime Focus