What an Advertise-Meant?

my take on the latest Indian advertisements             

Airtel Little Boy & Toy Phone Ad

with 14 comments

{Double click to view larger video}

Tagline: “Issi vishwas ko banaye rakhe, humara atoot network”

Agency: Rediffusion Y&R

Duration: 60 seconds

First seen: February ’09

Ad Message: Reinforcing Airtel as being trustworthy, seamless service provider

Target Audience: Middle-higher income 25+ years subscribers

Frequency: Medium-High

Description: The ad starts with a mother rebuking her small boy and saying that he won’t be allowed to go out and play today. The boy is made to sit in a corner as he longingly looks out of the window at other kids playing. He then grabs his toy phone and sneaks out of the room to climb up to the rooftop. Once alone, he places an imaginary ‘phone call’ to his dad and complains to him saying that since you are not here mom scolded me and that he should call up mom and scold her in turn. When he gets back in his chair, his mother gives in and says that he can go out and play once he finishes off his milk. Hearing this, the little boy brightens up and says “Dad had called, right?” as the mother walks away smiling. The boy jumps with joy as the voice over follows “aaj ek vishwas hai ki hum apnon se door nahin, issi vishwas ko banaaye rakhe, humaara atoot network

[Caution: Strictly opinionated comments follow]

Just when you had thought that the cute-kid-factor had been done, overdone and then overdone some more in the ads these days, here’s another one in the same space. But guess what, this has been done well enough to bring a smile on your face. “Aap mummy ko daantna”, now haven’t we all said these four words as kids at one time or the other hoping that our appeal in the higher court (aka Dad) would be heeded to. This is exactly why this spot manages to strike a chord, and powerfully so.

What I also liked was the subtlety of this one – no ‘real’ phone calls happened and yet the idea of reliable and trustworthy communication with your loved ones was beautifully conveyed. It fares much better than the previous Shreyas Talpade ad and yet carries forward the same “emphasis on relationships” theme of Airtel ads. It has been shot really well, whether it is the hung clothes or the stuck kite, the essence of a lazy afternoon in an apartment society has been captured perfectly. The cast ofcourse does full justice and the kid is undoubtedly the show-stealer.

Only improvement areas: the ad could’ve been edited better to make it crispier enough for repeat dekkos and no offense, but I’m now waiting for the day when Airtel will get Rahman to compose them another iconic tune/background score to move on to. 

Go Airtel, you got the recipe right this time – a boy + a toy = lotta joy!  

  Weight Rating W * R
Idea/Innovation/Creativity 15 8 120
Storyline/Screenplay 10 8 80
Music/Jingle 10 6 60
Cinematography 5 8 40
Acting 5 8 40
Duration vs Impact 5 7 35
Cost vs Impact 5 8 40
Recall     0
Brand Recall 10 8 80
Ad Memorability 5 8 40
Tagline 7.5 5 37.5
Product Association 5 9 45
Target Audience Connect 7.5 8 60
Entertainment 5 8 40
Claim 2.5 8 20
Emotional Appeal 2.5 9 22.5
Total 100   760

Weighted Average Rating: 760/100 = 7.60 (on a scale of 10)

Polling button to be added soon. Do leave in your comments until then!


14 Responses

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  1. the first when i saw this advert, i didnt think it was an airtel advert….infact bcoz the first time u c the phone with the kid is when he has plonked himself on the chair on the terrace, i was wondering all along what the advert was all abt…..the kid is undeniably cute. cutest one on the block…his expression wne he sees the guy-girl hangin out on the stairs to die for….


    March 11, 2009 at 11:50 am

  2. I am tired of seeing ‘cute’ kids in ads. Grow up man, do something more creative.


    March 12, 2009 at 9:27 am

    • I agree! Cute kid + lame tune = kaching! is what all advertisers seem to be going for.

      @AsMi: BTW, where do you find out the ad agencies from?

      Ankur Banerjee

      March 13, 2009 at 3:41 pm

      • @ankur: There are a lot of sites that provide the ad agency info, afaqs and campaignindia being two of the more common ones I use.


        March 13, 2009 at 3:45 pm

  3. Hi,
    Superb ads !!
    Nice to see this.
    Today i think India is progressing.
    Go ahead and make like this innovative ads.

    Thank you,
    Vaibhav Patel

    Vaibhav Patel

    March 16, 2009 at 6:54 pm

  4. the ads is just ok types.. but i like the new series of the vodafone ads..


    March 18, 2009 at 2:18 am

  5. I just fell in love with this AD. I am staying away from my family and have a 8 months old daughter. Whenever i see this ad my eyes become moist. I love it……

    Shammi Khanna

    March 22, 2009 at 10:14 am

  6. Airtel mushy ads will choke me emotionally one day


    March 27, 2009 at 9:04 am

  7. Hi Asmi, was wondering if you are aware of the Delhi NCR IndiBlogger Meet 2009 scheduled for the 4th of April. Would be great if you can make it and blog about the event too.

    Please send in your ideas for the agenda in the comments section.

    RSVP – http://www.indiblogger.in/bloggermeet.php?id=33



    March 27, 2009 at 11:10 am

  8. I have a newly started blog.
    as now you are expert in the field of blogging, please help me by providing some instructions etc. so that it may gain more publicity.

    With regards , JUGAADU


    June 1, 2009 at 4:11 am

  9. Hi, came here in hope to read your take on bajaj allainz ad

    “Ye kis pyari hifaazat mein ho, befikri ki halat hai…” http://www.youtube.com/watch?v=VHg6kNjCI5A


    June 17, 2009 at 5:06 am

  10. AsMi,

    I’ve just started a blog on my views of some of the Indian ads at http://adsnbads.blogspot.com

    I came across your blog as I was searching for some info and I think it is one of the best takes and analysis on Indian ads. In fact it got me thinking if I should comment on Indian ads at all. 🙂

    I am seeking permission from you to link to your post for more in-depth analysis of any ad that I comment on in my post. My blog is not an attempt at this level of analysis but a general doodle on my thoughts of that ad.

    Do let me know if I have your permission.


    @Kaushal: Please feel free to link to the blog wherever appropriate. Thanks!

    Kaushal Veluri

    August 14, 2009 at 5:10 am

  11. Kuch bhi kaho, iska gaana bahut accha hai
    i liked it ho sake to download link bhej do mujhe

    Chandra Prakash

    August 31, 2009 at 5:55 am

  12. I love all your reviews !! I was just wondering if you could review Paas Aao ad of Close Up and also upload the download link of the mp3 ?
    Thanks 🙂


    November 19, 2009 at 12:21 pm

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