Airtel has launched a new service called ‘Airtel Money’ that allows subscribers to send and receive money from their mobile phone. The ad campaign, created by JWT India, to announce the service broke on 1 March 2012.
According to an Airtel spokesperson, “The campaign is built on the insight that money sent or received on time is what makes it precious. This thought is captured in the tag line ‘Baat sirf paison ki nahin hai’. There will be a launch TVC to establish this thought and it will be followed by a series of TVCs which showcase how Airtel money can be used in different situations, transcending limitations of time, money and location.”
The TVC features youngsters in different situations who benefit from the service, not just because of the convenience of “instant money”, but also because of the happiness and satisfaction of their desire being fulfilled – such as for booking tickets for a rock show at the last minute, sending the first salary back home to the parents, receiving money from the parents for an impulse buy. The ad ends with the line, “Baat sirf paison ki nahin hai”(roughly translating to “It’s about more than the money”).
Agency: JWT India
Creative team: Swati Bhattacharya, Sachin Das Burma
Servicing team: Nutan Sooda, Arunima Yadav
Planning: Atika Malik, Sumeer Mathur
Production house: Electric Dreams Film Company
Director: Oni Sen