Campaign : Airtel Digital
TV recorder
Brand : Airtel DTH
Company : Bharti Airtel
Agency : JWT
The Campaign
The new Airtel DTH commercial begins with Kareena Kapoor who is quite reluctant to go to a wedding since she will miss her daily serial. As she gets ready, she reminds Saif Ali Khan to set the digital TV recorder to record her daily soap. Even as he attempts to do so, she drops her purse and he bends to pick it up. Taking her purse from him, she pulls him to the door saying she does not want to be late, before he can even press the record button. In the next scene, they are shown stuck in traffic and Kapoor reminds him about her request threatening him with dire consequences in case she misses her serial. While she is speaking, Khan uses his mobile to activate recording on his Airtel digital TV recorder and shows it to her, leaving her speechless. The ad ends back at home, where Kapoor is happily watching her recorded TV show.
Our Take
The 35-second campaign is used as a platform to introduce and promote the brand?s mobile recording feature giving viewers another reason to buy the product. The campaign tries to take forward the brand to the next stage from its earlier feature of picture clarity (with the Dill Titli campaign) to the new technology of mobile recording. In this commercial, Kapoor?s on-screen image of Jab We Met and Golmaal Returns has been retained. In a bid to tap the target audience, that is, TV viewers reluctant to miss their favourite programme, the commercial tries to depict a chirpy Kapoor with Khan as the perfect foil. However, the ad is unable to recreate the Vidya Balan-R Madhavan magic so apparent in an Airtel campaign a couple of years ago. As far as product communication via this ad is concerned, it has been quite effective.
ratings
*****