Everyone I have checked with seems to like the new ad for Airtel Digital TV. The jingle, in particular seems to be popular. Every which way you see it, you know it’s huge stretch – a throwback to Manmohan Desai films with the butterfly locket, a tenuous connection to picture quality…yet, there is something likeable and cho chweet about the ad.
Agency: JWT, Delhi
Not everyone likes it though. As far as the pre-launch hype is concerned (Saif and his long-lost love stories on Bangalore Times), I am not too sure if it added any value to the main commercial. Such teasers, supposedly meant to create some shock value or talking point usually fail to the connect with the main event or launch ad. The connect is usually so stretched that it leaves the viewer disappointed.
On the website, the clarity idea is taken forward with a little quiz on details pertaining to the TVC. If you get the answers right, you can download a video as a prize (I clicked and the video turned out to be that of the ad! Why would I want to download when I have just seen it and answered the questions?). Anyway, with a brief like ‘clear picture quality’ one has seen several executions of ‘life like picture’ for several TV brands. The attempt to be different and weave in a story is commendable.
The campaign seems to have generated some buzz, but what it has done to creating preference for Airtel Digital over other DTH brands remains to be seen. Any gyaan on that or comments on the ad?
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{ 14 comments }
Loved the ad
frankly, i thought the ad sucked. ohri and malik ( or is it dabs) will kill me for this, but how trite was the script. i mean, do u really think anyone would watch that ad twice?
i thought the brief could have been better executed in ways more than one. better picture quality is somethign every tv brand worth its salt has explored. surely this wasnt a rehash of a reject at a pitch for a sony?
and what of the brief? thats the reason you need airtel? to get better picture quality? that's what dish tv launched with! where is the diffrentiated strategy for the brand?
nahin yaar mazza nahin aaya 3 out of 10 in my book.
manmohan would have given it 2, kyonki do bhai nahin the or maa nahin thi
(the above comment appeared on my Facebook profile). Agree totally that the premise is trite. Better picture quality has also been explored in million ways by TV brands. In the first para of my post, I was commenting on reactions I got from others.
one of the poorest ads that i have ever seen airtel produce
The ad is good. No doubt about it. My 10 year old daughter was singing it…
What is surprising is that Airtel has spent so much money in ads but has not done the same in making their product available in most places. In Hyderabad they do not have service in parts of Banjara Hills which is a prominent location.
Also I think Tata Plus with it's ability to record and play will give DTH and Airtel a run for its money.
Nice jingle – without it the 'dil titli' twist would have never emerged. Pointless ad, if you ask me. A very r-e-m-o-t-e connection to picture clarity. That too after 55-56 seconds? And picture clarity? Why?
frankly, i thought the ad sucked. ohri and malik ( or is it dabs) will kill me for this, but how trite was the script. i mean, do u really think anyone would watch that ad twice?
i thought the brief could have been better executed in ways more than one. better picture quality is somethign every tv brand worth its salt has explored. surely this wasnt a rehash of a reject at a pitch for a sony?
and what of the brief? thats the reason you need airtel? to get better picture quality? that's what dish tv launched with! where is the diffrentiated strategy for the brand?
nahin yaar mazza nahin aaya 3 out of 10 in my book.
manmohan would have given it 2, kyonki do bhai nahin the or maa nahin thi
(the above comment appeared on my Facebook profile). Agree totally that the premise is trite. Better picture quality has also been explored in million ways by TV brands. In the first para of my post, I was commenting on reactions I got from others.
one of the poorest ads that i have ever seen for an airtel product
The ad is good. No doubt about it. My 10 year old daughter was singing it…
What is surprising is that Airtel has spent so much money in ads but has not done the same in making their product available in most places. In Hyderabad they do not have service in parts of Banjara Hills which is a prominent location.
Also I think Tata Plus with it's ability to record and play will give DTH and Airtel a run for its money.
Well, the only place where you notice is when the penny drops, so to speak. When the Dil Titli jingle takes the metaphorical leap. But even for that, you have to look hard.
And this is sub-rediff work.
Time has come for these guys to invest in better customer service, for what is already a saturated market. Most share market analysts are seeing these DTH companies in the red for their customer acquisition cost per unit is going up. I know this seems like bizarre information in an advertising framework, but wouldn’t you rather want to sell your product by WoM?
Nice jingle – without it the 'dil titli' twist would have never emerged. Pointless ad, if you ask me. A very r-e-m-o-t-e connection to picture clarity. That too after 55-56 seconds? And picture clarity? Why?
maha BAKWAAS add….
guess ppl deez days think ki Celebrity sign kar lo…public usi say identify kar laygi brand…n who better than saif-kareena to fool arnd…
just thinkin hw they got the company to agree to it …saara paisa paani main ..hehehe
i think the main concept is very ordinary.but the jingle is really very nice and the lyrics are completely accurate for the flurty boy.dil titli sa.but can anyone tell me that who is the singer ov this jingle.
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