Currently on Indian TV airwaves are two set of ads, which are alarmingly similar, except for the fact that they are actually quite different. They teach us how to kiss lecturers bottoms, break-up with girlfriends, manipulate fathers, stand up for friends, the lot. And all that just to prove who offers a better mobile network service. To know what I'm talking about, follow the links below.
Airtel
Docomo
Now this in now way is a debate on which is a better service provider. I don't really care. What interests me more are the two different paths chosen by two different companies to talk to the same bunch of audience, 17-25 year olds. Airtel uses Sharman Joshi and his likable charm. Tata for its Docomo campaign chooses an unknown group of pretty boys and girls. Unfortunately for Tata, their ads fail to connect. Yes you do give a chuckle when its on, but they don't make you smile. The Docomo ads stars are people who run remote controlled car races in parking lots, who break-up with cute looking girls at the sight of hot leggy chicks, have friends who own convertibles. Not something I and many of you do. And that's what Airtel does better.You actually relate to Sharman and his situation in these ads. No, I correct myself. You and I have been in the same situation before. You HAVE buttered your lecturer, you HAVE extorted your father for extra cash, you HAVE pulled off the shopkeeper con with your mom. And I'm fairly certain if you haven't dealt with a difficult sibling of your girlfriend/boyfriend, you certainly have seen friends do so. Because of which I smile every time I see the Airtel ads. And that is essential for a campaign. The best of the ad campaigns have achieved cult status because, among other things, they in some way or the other appeal to the audience. Energizer, Coke, Nike, Apple and Volkwagen all did that, in their own diverse and interesting ways. And with Sharman Joshi, so does Airtel.
Which campaign does better in pulling crowds or retaining their existing customers is another story all together. Only time will tell. Me though, I'm happy my Airtel connection for now.
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