Speaking to Campaign India, Abhinav Pratiman, creative director, Rediffusion Y&R said, "Our task, as the agency, was to announce that Twitter is now available on Airtel through push SMS. It’s a push SMS service unlike Facebook on Aircel, which is GPRS dependent. The entire concept cuts across, as it is not handset dependent and can be availed by absolutely any non-GPRS phone."
The campaign consists of three 30 second TVCs. Watch them below:
Airtel - Twitter 'Sky Diver'
Airtel - Twitter 'Hitch-hiker'
Airtel - Twitter 'Guitar'
"Since the offering allows you to share your feelings from anywhere, the far-fetched outdoor locations helped in making the point strongly. There were many situations, but we finally zeroed in on a sky diver, a hitch-hiker and a girl playing the guitar, as they not only made the point, but also had the high cinematic value that we wanted," added Upputuru.
Speaking about the consumer insight, Daniel Upputuru, creative director, Rediffusion Y&R said, "As human beings, we have an innate desire to express/share our feelings. It is often observed that whenever we are alone, there is a gush of thoughts and feelings in our mind which we go through, and we feel happy when we share these feelings with someone whom we know. The advantage with using ‘Twitter on Airtel’ is that one can share/tweet the feeling right when it occurs. It doesn’t have the time dependency (as opposed to Tweeting on Internet).
Hence ‘Share from Anywhere’ is the proposition we worked upon towards bringing alive this campaign".
The TVCs have been shot outdoors, where the protagonists are shown to be completely alone, with their thoughts. Says Pratiman, "The films were directed by Shashanka Chaturvedi (of Good Morning Films) in South Africa, over three days. The whole idea was to give the films a very distinct style, a kind of mood that would be expressive of the inner feelings one is going through. That’s why we kept the feel very soulful and emotive, with some brilliant music that captured this essence."
National Creative Director: Sagar Mahabaleshwarkar, Minakshi Achan
Creative Director: Abhinav Pratiman, Daniel Upputuru
Account Management: Abhik Santara, Tariq Afzal
Strategic planning: Kushagra Bhatnagar
Production house: Good Morning Films
Director: Shashanka Chaturvedi a.k.a Bob
Media used: TV, Internet
Media agency: Madison