The new ad for Airtel Digital TVR banks on the Saif-Kareena chemistry to highlight its feature, wherein one can record one’s favourite show with the help of one’s mobile phone even when one is outside the house. A chirpy Kareena would remind one of the bubbly Geet in the movie ‘Jab We Met’.
Client: Bharti Airtel Ltd
Brand: Airtel Digital TV recorder
Rohit Ohri, Managing Partner, JWT Delhi, explained, “The brief that we got was to launch Airtel’s new Digital TV recorder as well as communicate the mobile recording feature. The consumer insight is around the obsession with certain TV programmes. We all know people who never like to miss their favourite programmes on TV. We have depicted Kareena as one of those people. Through her obsession, we have built relevance for the new Airtel Digital TV recorder.”
Commenting on the ad brief, Sugato Banerji, Chief Marketing Officer - DTH, Bharti Airtel, said, “While our previous campaign – ‘Dil Titli’ – spoke about our uniqueness in picture quality, the new campaign focuses on taking the brand further into the technology platform and promote the USP of the product – a mobile recoding feature. Available exclusively on Airtel DTH platform, with mobile recording on the new Airtel Digital TV Recorder, you can activate recording for your TV shows from your mobile from anywhere, anytime.”
The ad has been directed by Rajesh Krishnan from Soda Films. It has been executed nicely and the actors Saif Ali Khan and Kareena Kapoor have given commendable performances. Kareena has successfully delivered another ‘Jab We Met’ like performance and the chemistry between the two plays out well on screen.
The Final Product:
We see a problem-solution situation with a young, affluent, urban couple who are about to set out from home to attend a wedding. The wife (Kareena) is quite reluctant to go as she will miss her daily serial and reminds her husband (Saif) to set the Digital TV Recorder to record her show. While her husband is attempting to do so, she drops her purse and he bends to pick it up. Taking her purse from him, she pulls him away, saying she does not want to be late, before he can press the Record button.
They are shown stuck in traffic and the wife says she hopes he has recorded her programme and threatens him with dire consequences for his cricket viewing if she misses her serial. While she is speaking, her husband uses his mobile phone to activate Recording on his Airtel Digital TV Recorder and shows it to her, leaving her speechless. The ad ends with the couple back at home, where the wife is happily watching her recorded TV show.
We give it 7 out of 10.
Commenting on the ad, Ajay Gahlaut, Creative Director, O&M, said, “It is different. They have two great performers in the ad, Saif and Kareena, where Kareena has put up a ‘Jab We Met’ act. Deliberately they wanted a ‘Jab We Met’ kind of performance. There is nothing spectacular or outstanding about the ad. Airtel has done better stuff before with Vidya Balan and Madhavan. Though Saif and Kareena have put up decent performances, I won’t call it the best commercial on air.”
We think the ad puts across the message in an effective manner, where the husband Saif is shown to be calm and composed, whereas Kareena is shown as the ‘nagging’ wife. The ad rides on the popularity of the ‘Saifeena’ couple and effectively communicates the mobile phone recording feature of the Airtel Digital TV Recorder.