A new campaign for Airtel created by Rediffuson YR points out the usefulness of having a mobile phone to get on the path to success. The ads are meant to mobilise activation in rural markets.
In the first ad, Shreyas Talpade tells Rajpal Yadav he doesn't need an office to start his tour guide business, but just a phone to get in bookings. In the second ad, Talpade gives Yadav, a paanwala, the idea of boosting his business by getting a phone to take orders to deliver paan to people's houses. The ads end with Talpade saying, "Airtel bajega to tarakki bolegi [If your Airtel rings, success will speak to you]."
Speaking about the target audience and the insight, Mohit Beotra, head - brand and media, Airtel, said, "Rural is where the money is going to come from for telecom operators. The insight is that once people decide to buy a cell phone, there's a time lag between the decision and the purchase. The reasoning is that 'I will buy the phone when I'm rich enough to afford it.' But the idea is not to buy the phone when you are rich, but to get rich, because it is a productivity enhancer."
Minakshi Achan, chief creative officer, Rediffusion YR, said, "The objective was to get the consumer to view the mobile phone as an economical tool and not just as a communication tool and therefore encourage the rural consumer to invest in it. The characters speak in specific dialects and their chemistry speaks volumes. We shot at Ramoji City in Hyderabad."
Beotra added, "The ads will be telecast on Doordarshan and we will be sponsoring the India-New Zealand cricket matches in November for their visibility. We will also be creating a rural contact programme for all our circles over the next 2-3 months."
Watch TVCs here
Creative –Minakshi Achan (CCO), Jaideep Mahajan (ECD) Montoo Bassi (Creative Head), Gurdish Padam (Creative Head)
Servicing – Anant Pal Singh (National Business Head) Manish Tilwani (Business Head), Varun Choudhary (Brand Partner)
Planning – Sunil Vashisht (Planning Partner)
Production house: Rising Sun
Director: Shoojit Sircar