Airtel: Bringing the internet to life


7 Apr 2011
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For its 3G offering, Airtel's communication focusses on internet on the go, revolving around the brand promise of 'Dil Jo Chahe Paas Laaye'.

3G arrived, and with it came the high-decibel campaigns of every telecom service provider talking about the wonder that is 3rd generation mobile telecommunications. With each of them passing the message in a signature way, Airtel's campaign centres on its core message of 'relationships'.
A series of three films created by JWT India talks of Airtel 3G through stories woven around relationships and life. Each film speaks of a certain offering on 3G -- video calling, high speed video downloading, and social networking.

Each film ends with a voiceover that passes the product message along with the brand promise of 'Dil Jo Chahe Paas Laaye'.

Talking to afaqs!, Mohit Beotra, head, brand and media, Bharti Airtel, says, "Our 3G strategy is to wire internet on the mobile with the product proposition being video-enabled internet. The communication remains centred around Airtel's core that is relationships, and the films show how 3G helps relationships and builds bonds."

"We are a brand built on consumers being able to relate to us. Our stories resonate with people who see stories from their own lives. Through the films, we show how Airtel is a part and how it impacts those lives," adds Beotra.

While the films on video downloading and social networking have been written by Soumitra Karnik, executive creative director, JWT India, the writers of the video calling film are Karnik and Swati Bhattacharya, vice-president and executive creative director, JWT India.

Shoojit Sircar of Rising Sun Films, has directed the video downloading and social networking films, while the director of the video calling film is Vinil Matthew of Footcandles Film.

Karnik says, "The 3G communication revolves around the brand line of Dil Jo Chahe Paas Laaye. Take the example of the social networking film that shows how youngsters use technology in their lives today. It also talks about what 'Dadaji ka dil chahe' (what the grandfather's heart wants). The other films are similar, too."

The television campaign is being supported by large scale outdoor promotions, which Karnik says is focussed on being very functional, as against the films that depict how exactly internet is used in a human way. Digital activity also forms a critical part of the campaign, along with on-ground and retail activities.
The media mandate is handled by Madison Media.
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