Campaign India Team
Jan 16, 2009

Airtel's new TVC capitalises on Saif, Kareena chemistry

Airtel latest commercial for its value added service 'Hello Tunes' features Saif Ali Khan and Kareena Kapoor. The commercial demonstrates the ease with which Airtel users can set Hello tunes on their phones. The commercial has been created by Rediffusion Y&R.Ramanuj Shastry, chief creative officer, Rediffusion Y&R said, "The idea was to communicate the ease of using voice-activated search for the 'Hello Tunes' service of Airtel."

Airtel's new TVC capitalises on Saif, Kareena chemistry

Airtel latest commercial for its value added service 'Hello Tunes' features Saif Ali Khan and Kareena Kapoor. The commercial demonstrates the ease with which Airtel users can set Hello tunes on their phones. The commercial has been created by Rediffusion Y&R.

Ramanuj Shastry, chief creative officer, Rediffusion Y&R said, "The idea was to communicate the ease of using voice-activated search for the 'Hello Tunes' service of Airtel."

The spot opens on Saif Ali Khan furiously playing a video game, when Kareena comes close to him and asks him to give her attention, instead. Seeing that he is obsessed with his video game, she tells him to set her phone's hello tune to a song of her choice immediately, thinking it'll take him quite some time to do it. He grabs the phone from her, says the song's name into the Hello Tune voice menu, and voila! The hello tune is set. Kareena is amazed at the speed and ease with which Hello Tunes can be set on her Airtel phone.

This is the first time that Khan and Kapoor are paired together for an Airtel commercial. Their previous TVC featuring the duo also starred Shah Rukh Khan, but the couple did not share screen space together.

Speaking about how the pair's chemistry has worked for the brand, Shastry said, "Saif and Kareena are both great actors and extremely comfortable with each other, which leads to good on-screen chemistry and ultimately an enjoyable ad. At Airtel, we do not create scripts for celebs, we create scripts and then decide which celebs to use."

Asked whether Airtel will be rolling out more TVCs in the future with the pair, Shastry answered, "If in future the script demands the pairing again, Saif and Kareena can be on screen together."

The creative team on the project includes Deepesh Jha, Jaideep Mahajan, Sagar Mahabaleshwarkar and  Ramanuj Shastry. 
 

Source:
Campaign India