Airtel introduces ‘Airtel Money’ on Videos – Advertising – The Work – Campaign India

Airtel has launched a new service called ‘Airtel Money’ that allows subscribers to send and receive money from their mobile phone. The ad campaign, created by JWT India, to announce the service broke on 1 March 2012.

According to an Airtel spokesperson, “The campaign is built on the insight that money sent or received on time is what makes it precious. This thought is captured in the tag line ‘Baat sirf paison ki nahin hai’. There will be a launch TVC to establish this thought and it will be followed by a series of TVCs which showcase how Airtel money can be used in different situations, transcending limitations of time, money and location.”

The TVC features youngsters in different situations who benefit from the service, not just because of the convenience of “instant money”, but also because of the happiness and satisfaction of their desire being fulfilled – such as for booking tickets for a rock show at the last minute, sending the first salary back home to the parents, receiving money from the parents for an impulse buy. The ad ends with the line, “Baat sirf paison ki nahin hai”(roughly translating to “It’s about more than the money”).


Client: Airtel

Agency: JWT India

Creative team: Swati Bhattacharya, Sachin Das Burma

Servicing team: Nutan Sooda, Arunima Yadav

Planning: Atika Malik, Sumeer Mathur

Production house: Electric Dreams Film Company

Director: Oni Sen

via Airtel introduces 'Airtel Money' on Videos – Advertising – The Work – Campaign India.


Meet Airtel’s outlandish list of ‘Zaroori’ friends > afaqs!

Taking the ‘Har Ek Friend Zaroori Hota Hai’ brand thought forward, Airtel has launched a series of ad films that introduce its consumers to various quirky characters that embody different types of friends.

When Airtel launched its ‘Har Ek Friend Zaroori Hota Hai’ commercial, everyone sang along. Besides entertaining one and all with its catchy jingle, the ad served to position Airtel as a brand that stands for friendship, and helps one to stay in touch with all kinds of friends. Now, taking the same thought forward, the brand has rolled out a series of ad films introducing consumers to humorous characters that represent different types of friends.

These include bhukkad friend, tubelight friend, chipkoo friend, kanjoos friend, status update friend, beep friend, dhinchak friend, vasooli friend, sharing friend, activist friend, LOL friend, fan friend, party friend, lazy friend, filmy friend, pakau friend, subtitle friend, proxy friend, curious friend, music friend, and despo friend.

In all, there are more than 20 ad films, and currently, all are visible on the digital space. A few are being aired on TV, as well. Apparently, the original plan was to publish these films mainly as digital content for the brand, as that’s where most of Airtel’s target audience — the youth — is present.

Continue reading Meet Airtel’s outlandish list of ‘Zaroori’ friends > afaqs!


Vodafone: Buffer Busters – Creativity Online

Game on.

Swedish agency North Kingdom asks consumers to capture and kill “buffer” monsters for Vodafone Germany. Here’s how it works: The app shows you where buffer monsters — those nasty little things that slow everything down — are located. Once you’re there, you use the augmented reality function on the app to find them and capture them. When your holding cell is full, march on over to a Vodafone store and empty it. In exchange, you get points and badges. The best buffer busters could win three lifetime plans from the phone company.

The idea reinforces Vodafone’s status as the fastest network in Germany.

via Vodafone: Buffer Busters – Interactive (video) – Creativity Online.


Airtel spins off new campaign into ‘shorties’ – Campaign India

WATCH the new TVCs in the ‘Har Friend Zaroori Hai’ campaign created by Taproot

Post the launch of its new thought ‘Har Friend Zaroori Hai, Yaar’ through a long-format TVC in August 2011, Airtel has released two new shorter-version commercials highlighting certain offers, with the now-familiar jingle firmly in place.

Taproot, the agency founded by Agnello Dias and Santosh Padhi, continues to be the agency behind this campaign.

Commenting on the new TVCs, and whether we will see more of this campaign in this format, the Airtel spokesperson said, “Our new Campaign ‘Har friend zaroori hai, yaar’ (HFZHY) has captured the imagination of the nation, establishing an intuitive connect with all age groups and going beyond metros into tier two towns and more. We are now ready to usher in the next phase of this campaign. We will now introduce innovative products from Airtel through delightful short stories of different types of friends. We call these short films “shorties” affectionately.”

Explaining the films, the spokesperson said, “The ‘F1′ shorty is a humorous story of friends longing to watch the F1 race. This introduces ‘The A-ticket’ which promises the experience of a lifetime at the forthcoming Airtel F1 Grand Prix of India. The ‘Kanjoos’ shorty is a light-hearted take on, well,a ‘Kanjoos’ (stingy) friend in an easy to relate to situation in our daily life. And it’ll introduce ‘special night calling packs’.”

via Airtel spins off new campaign into ‘shorties’ on Videos – Advertising – The Work – Campaign India.


T-Mobile’s New U.K. Stunt Drops Flashmob for Parking Tickets – AdAge

T-Mobile has moved on from its elaborate flashmob dance productions and is taking a new approach to stunts that surprise the public — by issuing them bogus parking tickets.

The latest spot for the telecom brand, by Saatchi & Saatchi London, targets unsuspecting drivers across the U.K. It shows their angry, frustrated reactions as they return to their legally parked cars to find they have been issued tickets.

Motorists protest against the fines, and some react very badly to the injustice of it all. Traffic wardens — played by local actors and comedians — don’t help by making annoying comments like, “It’s only money,” or “If you’ve got an issue, here’s a tissue.”

Hidden cameras later reveal the twist: When the drivers open up the authentic-looking yellow tickets, instead of a fine, they find either a 5, 10, 20 or 50 pound note (worth between $8 and $80) and a message from T-Mobile. The reactions to the surprise cash are as extreme as the reactions to the original tickets, with drivers hugging parking attendants (played by actors) and dancing for joy.

The connection between parking tickets and cellphone service is the launch of T-Mobile’s new plan, You Fix, which is designed to help customers control their mobile-phone expenses and prevent nasty surprises when bills arrive.

During the one-day shoot on Sept. 13, T-Mobile gave away thousands of dollars in currency, targeting seven cities around the U.K. The ad’s soundtrack is the song “Money for Nothing” by Dire Straits.

Paul Silburn, creative partner at Saatchi & Saatchi, said in a statement, “This campaign sees us putting the product at the heart of the moments we are creating while still remaining true to giving people a reason to share what we are doing.” The long-running “Life’s for sharing” tagline comes up on screen at the end of the spot.

Additional footage from the ad shoot and behind-the-scenes content from the TV ad is also up on YouTube.

via T-Mobile’s New U.K. Stunt Drops Flashmob for Parking Tickets | Global News – Advertising Age.


Why do brands need mobile apps : Exchange-4-media

When brands started getting Internet aware, they discovered a new elixir – of a medium that provided a double whammy of interactivity and accountability. Naturally, expectations ballooned and interactivity became clutter and accountability became risk distribution. On the mobile however, things were different. Where people were used to the concept of free on the internet, on the mobile, people were made to pay for premium content. This sensitised people to the value of content, whether perceived or real.

Over time, the mobile has gotten the keen capability of being a personal device that delivers relevant and premium material to its user, while keeping them connected and conversant. Mobile phones also got smarter, faster and more capable. Today, smartphones can stand neck to neck with PCs for content consumption and basic content creation. Which is making the digital world about being mobile instead of being plugged in. This opens up a huge opportunity for brands, as the relentless march of mobiles over take PC and broadband users the world over.

We’re now in an era where it’s a given that phones connect brands to their consumers. The imperative question is of how they connect them and how that connect is maximised in its yield for the brand. Above all, mobile phones by design, captivate the audience for a longer duration both in length of experience and quality of attention than any other medium available today.

Continue reading Why do brands need mobile apps : Exchange-4-media


Airtel: Dil, dosti, etc. > afaqs!

‘Dil jo chaahe paas laaye’ has a new twist, with ‘Har ek friend zaroori hota hai’. The latest commercial for Airtel aims to make the brand trendier for the youth, while attempting not to alienate its older target audience set.

The brand is in the news again, this time for a campaign that takes its positioning ‘Dil jo chaahe paas laaye’ to the next level. In December last year, Airtel had made headlines with its rebranding effort, underwent several strategic changes, and launched initiatives such as the ‘name the symbol’.

In what is the first thematic brand campaign after that effort, Airtel is now positioned as the brand that embodies friendship, and helps all sorts of friends connect with one another. The line that encapsulates this thought goes ‘Har ek friend zaroori hota hai’.

The commercial has vignettes of different kinds of friends one has, and how the presence of each one is necessary in some way or the other. A jingle penned by film lyricist Amitabh Bhattacharya, makes use of ‘Hinglish’ and popular youth lingo, and has the story of different categories of friends, such as the one who wakes one up during the wee hours for help, or another who may give you company during your financial crunch days. Then, there are friends who are forced, effortless, classroom friends, bike-ride friends, shopping and ‘exam hall copying’ friends, movie buddies, the ‘hi-bye’ variety of friends, etc. The jingle ends with ‘Har ek friend zaroori hota hai’, and with the message that Airtel keeps one connected to their friends.

Created by TapRoot India, the film has been directed by Ram Madhvani of Equinox Films, while the music has been composed by Ram Sampath.

The task here was to make the brand more contemporary and youthful without alienating or compromising on Airtel’s older audience set. “We stayed clear of the ‘preachy’, and in this ad, launched more of a casual conversation, the ‘across-the-table’ variety,” says Agnello Dias, co-founder and chief creative officer, TapRoot India. “We could have done a bookish, moralistic story, but chose the creative delivery to be the ‘chat on a park bench’ kind.” This kind of tonality could perhaps be compared to recent movies such as ’3 Idiots’ or the Munnabhai series.

‘Friendship’ as a premise has been touched upon by other players in the category previously, such as Virgin Mobiles or Tata Docomo. Airtel attempts to go beyond frivolous fun, and continues to base its new slug around what it largely stands for — human connection.

“Perhaps what changes is the tonality slightly — from deeply sentimental to a more vibrant one that includes the younger lot,” Dias opines. “There is a difference in people admiring you, and wanting to hang out with you. That is what Brand Airtel is doing now — going beyond the admired brand, and becoming one that the youth wants to hang out with.”

The brief was to get the brand to step down from the pulpit and ‘go to the back bench of the class’. Further, Dias adds that while the whole urban city, youth-ism route is a relatively easier one to take, the real challenge was to make it edgy, memorable and relevant without being the senseless ‘bubblegum’ variety.

Young, not frivolous

The communication, although zestful in its tonality, doesn’t attempt to alienate its older generation of users, as friendship and the need for different kinds of friends is something that could perhaps be age-agnostic. “We could probably do a retirement plan pack film after this, and still use the same thought,” muses Dias.

Mohit Beotra, head, brand and media, Bharti Airtel says, “Airtel is too much of a leader brand to go for a challenger’s strategy of narrowing its TG (target group) so finely to the youth. We will never chase an audience set at the expense of another important target set.” Having said that, he adds that Airtel has major plans to shift its business towards data products significantly and these are more used by the youth. Hence, the air of youth-ism has been injected into the brand to rope in this demographic group, but the attempt has been a careful one, so as not to let go of Airtel’s loyal slightly older base.

The insight used here was simple: everyone has a different set of friends at a particular time in life, be it college friends, school friends, social networking friends, or train friends, and technology and mobile phones connect a person to all of them. Even the jingle, launched in the form of an anthem, was made out to be raw and edgy to bring out this thought. To add the fresh angle, composer Sampath was briefed to avoid musical instruments and make use of typical ‘college setting’ sounds such as desks banging, chairs thumping, clapping and cheering, or even a dustbin for producing metallic sounds. The film has been shot in Sophia College for Women, (Mumbai), Gamdevi police station, Filmcity, and other locations in Mumbai.

The commercial is being supported by outdoor, radio, press, cinema advertising, on-ground initiatives and web media. A Facebook App has also been launched, which is presently running a contest inviting people to come up with different type or categories of friends (and tag their friends there), and the most unique answers shall have the winner get himself a trip to Las Vegas, among other prizes. The application received a creation of over 8,000 ‘friend types’ within the first four days of its launch.

Your friendly next door brand

The commercial is largely well-received by the ad fraternity. Says Ramanuj Shastry, chief creative officer, Saatchi & Saatchi, “Generally, if one is dealing with a vast brand such as Airtel, if one veers towards the youth, it loses the family focus, and vice-versa. But, Airtel has that risk covered as long as it continues to focus on its promise of ‘bringing people closer’.” Clearly, that has been captured in this communication, he feels. “Brand coherence is more important than brand consistency and Airtel scores on that front as it is coherent and relevant.” The foot-tapping jingle and slice-of-life tone of voice is all a plus, Shastry adds.

Ashish Khazanchi, vice-chairperson and national creative director, Publicis Ambience, tells afaqs!, “I think Airtel finds the sweet spot after quite a while. I have a feeling a lot of advertising people will hate it, but you will see Facebook and the youth buzzing with this. Airtel goes back to being the kind of brand that it always was: inclusive, unpretentious and uncomplicated.”

Khazanchi further adds that he loves some of the vignettes captured in the film, and predicts that the text/BlackBerry-happy ‘tweens’ are going to be sending this ad to each other a-la Friendship Day cards.

via Airtel: Dil, dosti, etc. > afaqs! news & features.


AT&T: Samsung Takeover – Creativity Online

Animals meet smartphones.

A frog, and owl and a kitten are fooled by the colors on the smartphone in this interactive banner ad for AT&T, promoting the Samsung Infuse 4G phone.

The banner took over the Fox News website yesterday and will appear randomly on sites for the next month.

via AT&T: Samsung Takeover – Interactive (video) – Creativity Online.


Airtel plays up 3G’s power to connect people in new campaign – Campaign India

While Vodafone created Super Zoozoo, and Idea uses Abhishek Bachchan in a triple role, Airtel’s 3G campaign bets on the power of 3G to connect people to each other.

In ‘Video Calling’, 3G helps a military man talk to his sweetheart from far away; in ‘Facebook’, a young man helps his grandfather get revenge on his old foe on the social network; and in ‘Youtube’, another youngster magnanimously agrees to come on a trip to Bangkok with his parents, after quickly checking out all the entertainment options there on his tablet PC.

Maneesh Rangra, executive business director, JWT Delhi, said, “The onset of 3G has created a sort of slugfest in the category. However, whilst the category and the competitive environment is still pegged on highlighting ‘functional’ benefits of 3G (speed, fast, downloads), there lies clear room for Airtel to create a unique position for itself by laddering up the rational benefits and taking them closer to the essence of ‘magical moments of human connection’, and the brand position of ‘closer to what you love’. Also, with this transition from the world of ‘voice’ to the world of ‘data through 3G’, the challenge for brand Airtel was to preserve its existing values, tenets and the equities from the world of ‘voice’ and smoothly transfer them further to the world of 3G.”

On the creative execution, he said, “The fundamental pivot of execution revolved around creating uplifting stories that were rooted in human relationships and connections, and the ones that demonstrated how Airtel enriches your life rather than just being a data provider.”

via Airtel plays up 3G’s power to connect people in new campaign – News – Advertising – Campaign India.


TalkTalk Brighter Homes within Homes | The Inspiration Room

TalkTalk has launched its latest ad campaign bringing to life their new positioning of their tag line, “A brighter home for everyone’. The campaign includes a television commercial featuring ‘homes within homes’, in which animated characters living in a doll’s house, snow globe, model railway village and cuckoo clock enviously watch real characters enjoying the benefits and emotions associated with TalkTalk. Set against the soundtrack of Unchained Melody, the stop-frame animation ends with the characters rushing to their own computers and mobiles as loved ones make contact.


The Homes Within Homes campaign was developed at CHI & Partners, London, by executive creative director Warren Moore, creatives Matt Collier and Wayne Robinson, agency producer David Jones, planner Sarah Clark, account handlers Susie Shing and Olivia MacLachlan.

Filming was shot by director Adam Berg via Stink, London, with director of photography Linus Sandgren, producer Ben Croker, executive producer Blake Powell, production manager Kate Wynborne.

Editor was Paul Hardcastle at Trim Editing.

Post production was done at Glassworks, London, by Lead Flame Duncan Malcolm, Flame Ruben Llusia, Flame Timo Huber, Flame assist Nina Mosand, 3D Lead Alastair Hearsum, 3D Nick Smalley, 3D Nick Preston, 3D Ben Beckett 3D Richard Moss, 3D Matt Lowery, 3D Jon Bragado, Producer Misha Stanford-Harris, Producer Abi Kilmaszewska,

Sound was produced by Sam Ashwell at 750mph.

via TalkTalk Brighter Homes within Homes | The Inspiration Room.