Aug 25, 2007 01:43 PM
3227 Views
Airtel has always come out with some excellent commercials over the years, and this one is no exception. The hallmark of a great TV commercial can be said to be:
Holds attention
Is clear in, and conveys message effectively
Assists in top of mind recall
Adds to the Brand
Is in sync with the overall brand strategy
Airtel started with its A. R. Rehman campaign{at least, its the earliest that I can recall} and with its now famous jingle. That ad was brilliant in all its' parameters, Each ad that followed was good, and furthered the theme a little further{though none could touch the recall of the jingle}. This one is one more on those lines
In it, Airtel has gone in for customer relation bonding, and associating the brand with close relations, driving a message that just as you cant do without your relations, your mobile SP is the same. indispensable. This message has been conveyed in a very sublime fashion, and as an undercurrent{in the form of the famous jingle} till the end of the ad. where a specific link is made
As an ad it can be rated as good. However, the problem is that it attempts to address too much. for the mobile space is now so competitive in terms of rate competition, that rate has become the single most important parameter to the large majority.
Coming to the product, no problems there. I have two postpaid connections and am thoroughly satisfied with the prices, the network, the customer service. In fact, the customer service is truely excellent. I have approached them on a number of occasions and have had no cause for complaint.
Lets see where airtel goes from here.
