‘Ringing’ in changes!

IIPM PUBLICATION

Now, go where ever, do whatever!
If you thought effective advertising communication was always about differentiating yourself from the rest of the herd, think again! Here comes cellular goliath Bharti Airtel, which is now seeking to simply take forward the wheel which Hutchison Essar invented.

Yes! Airtel has unleashed a national ad blitz, with the suspiciously familiar tagline: Go wherever, do whatever (Remember: Hutch’s ‘wherever you go, our network follows’)! Of course, it is one step ahead on arch rival Hutch’s communication, emphasizing not just the robust 23-circle network that Airtel enjoys, but also aptly positioning the bouquet of Airtel’s value added services (gaming, music, videos, et al). For the creatives, Bharti has roped in the services of Rediffusion DY&R. The all-encompassing positioning from Airtel comes in the wake of the burgeoning smart phone business with hiend handsets, enabled with convergence technology. Airtel’s new communication is designed to allow the operator to cash in on its value added offerings, giving birth to newer revenue streams. “Airtel has long been a clear leader in the telecom business, and has behaved as a leader should , ” points out KS Chakraborty National Creative Director of Rediffusion DY&R.

And if you’ve not managed to catch the first few ads of the series on the idiot box lately, they showcase three girls in a tent perched in some remote corner of the country, having a great time staying connected with civilization, thanks to Airtel’s voice and data services. For those impressed with Airtel’s previous blockbuster (scenes from history...) ad offering, this one may be a bit of a dampner from the telecom major with the largest subscriber base in the country.

Edit bureau: Venus Kuiya

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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