IIPM EDITORIAL: BRAND : Airtel

AGENCY: Rediffusion-DY&R
BASELINE : NA

DESCRIPTION: Remember the mushy grandparents and long lost grandson reunion t

hat the Airtel ad released sometime ago. Well this one is a sequel. The grandson is on his way back to the city leaving behind a visibly anguished grand-dad in his wake, who’d even planned a game of chess that evening. To cheer him up, the grandson calls him up from the train to play his move on the chessboard...

4Ps TAKE: The single-minded focus of this message is to underscore Airtel’s vast connectivity and network. Amidst the barrage of fresh communication from competitors this ad (with the same protagonists and setting) does look a bit jaded, but the creative’s emotional appeal is intact. The power idea is to enhance the telecom leader’s rural penetration. Even the villager grand-dad and the youngster give powerful performances. Airtel loses out on freshness, but scores heavily in establishing an emotional connect.

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