Here’s to the one advocating an atoot bandhan!
The growing clutter in Indian telecom jamboree ensures that the task to successfully send impact-oriented messages to consumers is becoming an infuriatingly nerve wrecking proposition. If the Hutch communiques seem cute and simple, rest assured that a gallon of midnight oil has been burnt in the process of pursuing that one ostensibly simple idea to hook the consumer. Arch rival and market leader Airtel is another eclectic advertiser, who uses all the ammunition in its armoury to keep the target audience glued. The latest commercial from brand Airtel carries forward the ongoing network campaign (complete with the father-son emotional connect spirit) that the iconic brand has been airing for some time. While speaking to 4Ps- B&M, K.S. Chakravarthy (aka Chax!) -National Creative Director- Rediffusion DY&R, pointed out—“Airtel’s superior coverage is one of the strong competitive advantages of the brand, and therefore an important part of the communication strategy.” If the earlier films showed a grandfather playing chess with his grandson, this time around, the setting has changed.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
The growing clutter in Indian telecom jamboree ensures that the task to successfully send impact-oriented messages to consumers is becoming an infuriatingly nerve wrecking proposition. If the Hutch communiques seem cute and simple, rest assured that a gallon of midnight oil has been burnt in the process of pursuing that one ostensibly simple idea to hook the consumer. Arch rival and market leader Airtel is another eclectic advertiser, who uses all the ammunition in its armoury to keep the target audience glued. The latest commercial from brand Airtel carries forward the ongoing network campaign (complete with the father-son emotional connect spirit) that the iconic brand has been airing for some time. While speaking to 4Ps- B&M, K.S. Chakravarthy (aka Chax!) -National Creative Director- Rediffusion DY&R, pointed out—“Airtel’s superior coverage is one of the strong competitive advantages of the brand, and therefore an important part of the communication strategy.” If the earlier films showed a grandfather playing chess with his grandson, this time around, the setting has changed.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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