Top television ads in October: Several apps, single interface

The peppy Airtel 4G girl, Sasha Chettri, is back and she’s climbed her way up to the top spot on the Mint-Ipsos-TVAdIndx survey for October


The campaign for telecom brand Bharti Airtel’s re-launched My Airtel app took the No.1 spot on the survey’s ad reach index.
The campaign for telecom brand Bharti Airtel’s re-launched My Airtel app took the No.1 spot on the survey’s ad reach index.

The peppy Airtel 4G girl, Sasha Chettri, is back and she’s climbed her way up to the top spot on the Mint-Ipsos-TVAdIndx survey for October. The campaign for telecom brand Bharti Airtel’s re-launched My Airtel app took the No.1 spot on the survey’s ad reach index.

The campaign opens at the scenic Mughal Gardens at Amer Fort, Rajasthan, where a girl spots Chettri and pulls her into an app-downloading competition. The crowd cheers them on as each picks their phone and starts downloading apps. They start with the first app and finish downloading at about the same time. Then on to the next app, but Chettri has already put the phone down, looking glib as she watches her competition struggle to download the various apps. The girl thinks the Airtel girl has given up. But it’s clear that Chettri has outfoxed the competition. Chettri then introduces the crowd to My Airtel app which claims to offer the best of the Web to users through a curated set of apps for all their mobile application needs.

Created by Taproot Dentsu India Communication Pvt. Ltd and shot by Mumbai-based Equinox Films Pvt. Ltd, the new multimedia campaign for the app was run across television, print, outdoor and digital media. The idea was to communicate that the hassle in downloading individual apps for various needs could be solved by downloading one single app that would link up to all the other apps, says Agnello Dias, chief creative officer and co-founder, Taproot Dentsu. “Bundling the most commonly used apps is another innovative feature by Airtel for 4G consumers that will build affinity for the brand,” he adds. Moreover, by following up to the popular launch of 4G that pitted Chettri, the protagonist, against a rival in a playful manner, the current campaign builds on the previous television commercials, albeit with a fresh twist.

The re-launched My Airtel app has a collection of top apps under a single interface. These include Wynk Music, Wynk Movies, Ditto TV, Hike Messenger and Juggernaut, among others. “Smartphones have redefined our lives and mobile apps allow us to do almost everything on the go, wherever we are. The new campaign is built around the new My Airtel app, which has a collection of the top apps, and brings the best of the online world to users in one place,” Rajiv Mathrani, chief brand officer of Bharti Airtel, said in a statement.

Experts say the sustained use of the Airtel girl in its campaigns has helped the brand create enduring recall in a high-decibel sector.

“The ad has a lot of details (like the Amer Fort) and nuances that might make you watch it more than once. Social media is abuzz with diverse opinions about this brand ambassador but what is undeniable is she generates conversations—which in today’s attention-deficit milieu, can be deemed a plus point. Also, people are looking for lighter apps that don’t drain battery life. So, a multi-purpose app sounds good in theory. But some more information about the music, movies and books library will make it more persuasive. So that the awareness translates into downloads,” says Raghu Bhat, founder director, Scarecrow Communications Ltd.

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