Airtel has launched the first television commercial for its 4G offering, conceptualised by Taproot. The campaign is based on the insight that people are sceptical about claims on speed and the inertia to change SIMs is high. Hence, the TVC is an attempt to break this inertia and it launches an ‘Airtel challenge’ for all viewers. The challenge commits to pay users’ mobile bills for life, if any other network is proven faster than Airtel 4G.
The TV commercial starts with stage being set for a contest to take place between two women challengers. The contest is about deciding the speed of browsing on the phone connections of the two contesting ladies. The judge begins the mobile face-off battle, by giving them few challenges which required them to open the following pages from their mobile. Some of these include, ‘Top 10 MBA Colleges’, ‘Coke Studio’ and a full movie download. The contest is completely one-sided as the one with the Airtel 4G connection meets all the challenges. In the end, the winner throws open a challenge to the viewers: if anyone can find a connection faster than Airtel 4G, the brand is promising to pay their mobile bills for life.
Along with this TVC, there is digital, outdoor, radio, retail POS and print.
Click here to with the ad:
Commenting on the brief, Agnello Dias, chairman and co-founder, Taproot said, “The objective of the campaign was to launch Airtel 4G. The reason why we decided to highlight speed in our TVC is because out of the several discussions we had, we found that the speed of the network stands out and therefore, decided to use it as the key differentiator in all our communication.”
Talking about how different is the strategy from the other Airtel commercials, he added, “Normally other advertisements have a demonstration at the end of the film, but in this case, we decided to blow up the demonstration, rather than the use of a live analogy.”
In the month of June, the network had rolled out three videos as part of their digital campaign for 4G Home WiFi targeted towards select Southern market. The ads described how their lives changed for the better, after getting 4G Home WiFi.