First of all, sorry for completely perishing from the world of blog for a good long time. All thanks to Ekta, (I hope she is reading this) whose blogs made me realise that there is something called as 'blogging' which used to be my favorite time pass.
Have you seen the new ad of Adirtel. Don't tell me you haven't seen it yet. If you watch cricket or any other sports, you will definitely get to see Airtel ads in break. If you don't see sports then you must definitely be watching reality shows..nah..not seen it yet...cos there are so many of them that you are confused which one I am talking about. Let me give a clue, "Papa aap dilli gaye mummy ne mujhe daanta..aap bhi mummy ko daantna"..."papa ka phone aaya tha na "...Now am sure all the housewives and 'moms to be' have by hearted this advetisement..Ya that is how it is..
Last week I happened to be at my mamu's place in surat when I was watching idiot box and suddenly this ad flashed..Guess what !! My maami ji came running from the kitchen with a big smile on her face. I could not stop myself from saying - "Mr. Sunil Mittal (Chariman & MD, Bharti Airtel) hats off to you! Every penny you spend on Ads is worth it." After the Ad, She went on praising it endlessly...'Bhaiya !! Jab bhi ye ad aata hai, mein kitchen se daud kar aati hun isse dekhne ke liye..mast ad banaya hai.' What more can an Ad agency expect from its commercials. This is a live experience of consumer's response to Airtel's new Ad. Full marks to the Ad agency and also to Airtel marketing team!!
What is so unique that Airtel's Ad reaches to the masses so easily? They never talk about the product and tariffs in their commercials but still it connects so well with the viewers. Even in this Ad, they have not talked about their product or brand. They are able to connect so well because they know the psyche and pulse of Indian consumers. It blends so well with the emotions of the customer that they don't need any big bang celebrity or grappling tariff to reach to the masses.
Taking a break as Sachin is playing at 150 not out and he is hitting boundaries ball after ball !!
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5 comments:
Yeah Airtels ad is worth watching. I says so much without saying much.
Hey...great post.
And i completely agree with you reg the ad and its brilliant positioning...i miss being part of the race...still waiting to create waves with our Indicom ads:) heee
Well written...Hope ekta inspired you to write more and more of such clear and well thought blogs :-)
Thanks Ekta !!
But recently we have made some progress in AD and marketing..VIrgin (VMI) ads are full fundik and are kool !!We should learn something from them..You know what, TRAI reduced IUC charges to 20 paisa only because their 10 paisa on incoming offer created a stir in the market....
Thanks once again !!
hmmm... what I can say is that probably all these ads are meant to strike a cord with one particular niche customer, in this particular case it was the housewife or mother. because honestly i had difficulty for a few seconds to place this ad in my mind when i read ur post. it has very low recall value. and may be the emotion which they evoke would get them customers.
But I somehow would appreciate a ad when it is innovative and talks abt its product and promotes it. because emotional attachment may not necessarily lead to a buy decision!
First of all thanks for dropping and your honest feedbacks !!
You are absolutely right that this ad is targeted towards a particular segment and that is housewife or mother. Telecom has reached the teledensity of ~35% in India and the untapped market which id yet not explored is only rural segment and non office goers. Office goers like you and me are already having a cell phone and we are not the target segment for them. For persons like you and me, who are already using the product, innovation and new facilities are more important and a knowledgable buyer would definitely look for these things before buying a product as rightly said by you. But this ad I believe is not for people who are already using the cell phone (~ 30%)...
Thanks once again !!
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