Airtel has launched two TVCs to announce the launch of 'myPlan Family', the network provider's postpaid offering which allows users to customise their postpaid plan depending on their phone usage. The ad films have been conceptualised by Taproot and they went on-air on 6 February.
Both the ad films work on the principle of children being nice to their fathers in hopes of being favoured in the father's postpaid myPlan Family.
The ad film titled 'coffee', begins on a pleasant sunny morning as we see a young boy bringing his father a cup of coffee in a cup that reads 'world's best dad'. His father is both visibly delighted and surprised. The boy's mother looks on, smiling, as though in collusion with the boy. The voice over describes that the intention is to make fathers happy so that they can make you happy in return by sharing their postpaid plan generously with you. The film ends with a brand sign off.
Following the theme as in the first TVC, the second one titled 'pizza', shows a father daughter equation. The ad film shows a family comprising a father, mother and their young daughter out for lunch. The last slice of pizza remains and the mother moves the slice onto the daughter's plate. The daughter, in turn, shifts it to her father's plate offering the last slice to him despite his efforts to return it. The gesture appeals greatly with the father as he is seen happily eating the slice as the mother and daughter exchange looks of having successful in their plan.
The campaign will straddle outdoor, radio, cinema advertising, on-ground initiatives and web media in addition to TV.
Creative agency: Taproot India
Chief creative officer: Agnello Dias
Chief brand officer: Mohit Beotra
Production house: Equinox
Media agency: Madison
Digital agency: Webchutney