What an Advertise-Meant?

my take on the latest Indian advertisements             

Posts Tagged ‘airtel toy phone ad

Airtel Little Boy & Toy Phone Ad

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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)

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