Wish I had made this ad...| It comes together rather well

Wish I had made this ad...| It comes together rather well
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First Published: Tue, Feb 24 2009. 12 12 AM IST

Updated: Tue, Feb 24 2009. 12 12 AM IST
Airtel Hello Tunes
Rediffusion Y&R
The Saif-Kareena real-life, reel-life chemistry has been brilliantly exploited by Airtel’s latest commercial (‘Pyar hua ikraar hua’) for Hello Tunes.
Now, Airtel for me has not been as powerful a brand as Vodafone, which has certainly been more consistent with good advertising ever since they (when called Hutch) hit upon the “pug” idea. It’s strategically and creatively terrific to use a faithful, loyal, ugly, cute animal willing to do anything for its master as a metaphor for a mobile “service” provider.
Speaking of competition, even the ‘Think hatke’ campaign by Virgin is nothing short of brilliant. Facing competition from two giants who had cornered most of the market, Virgin Mobile managed to position itself perfectly. And they’ve probably got a lot of young-at-heart people to actually ‘think hatke’ and choose Virgin.
But let’s come back to Airtel’s Hello Tunes ad ( it’s the one I’m supposed to be reviewing), given the above-mentioned competitive scenario. First of all, it has a completely different look and feel from the competition, as should be the case. But of course, that’s not all. Unlike many other boring ads and unlike other even more boring celebrity ads, this one is actually interesting to the consumer.
Simply because it nicely dramatizes a very real situation: Boyfriend engrossed in game as girlfriend interested in romance looks on, a bit fed up. Like Kareena and Saif’s acting, the cinematography, music and direction are pretty good. And to make the point that Airtel’s hello tunes are so easy to download, all of it comes together rather well.
Kunal Lalani, Managing director, Crayons Advertising Pvt Ltd
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First Published: Tue, Feb 24 2009. 12 12 AM IST