Airtel plays up 3G's power to connect people in new campaign

WATCH the TVCs created by JWT Delhi

May 23, 2011 12:32:00 PM | Article | Arati Rao

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.”



Client: Airtel 
Agency: JWT Delhi
Account management: Maneesh Rangra, Abhinav Kaushik, Akshat Singh
Creative ('Video Calling'): Soumitra Karnik, Swati Bhattacharya
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 credits: 

Video Calling:

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