Wednesday, June 25, 2008

BRAND: Airtel - Jai Hai Campaign

CREATOR: A.R. Rahman
BASELINE: A salute to the nation
DESCRIPTION: A banner of ‘Jana Gana Mana’ and we see Lata Mangeshkar (aptly tagged as the Nightingale of India) singing the first two lines of India’s national anthem. Next, India’s tricolour is shown flying high and then Asha Bhonsle joins sister Lata and sings the next two lines of the anthem. Finally, both melody queens sing the rest of the anthem together, in perfect harmony. The caption reads, ‘One billion hearts. One voice.’ In the end, Airtel’s logo appears on the screen with the tagline:A salute to the nation.
4Ps TAKE: With Airtel communications, the one thing that always comes naturally is the desi connect. In this ad, for instance, there is not a sign of the services that the brand offers (other than the company logo that is!) – but what great mass connect and what amazing branding! Earlier, the brand had a campaign that featured grabs of highly emotional historic moments from across the globe but this time – keeping India’s 60th Independence anniversary in mind – the brand has gone for a nationalistic fervour. The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. By featuring Lata and Asha, the brand makes a statement about true mettle. The reward to the prospect is the big picture from which Airtel draws: India at the age of 60, and a power to be reckoned with. Talking about basking in reflected glory – that’s what Airtel does in this ad, and with great aplomb!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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