Airtel has always been at the forefront of connecting with people through an emotional string and the Express Yourself campaign exemplifies the brand’s message wonderfully. Reinforcing its commitment to connect with people on an emotional level, Airtel, has come up with its Nigahein campaign.
Currently on air across channels, the Nigahein campaign is an extension of the earlier Express Yourself campaign and beautifully captures different situations portraying people of different age groups, genders and socio economic strata, who are linked with a common thread of expressing their inner emotions without any impediments. Rediffusion DYR, Delhi, has conceived the commercial.
The 60-second commercial opens with a little schoolgirl who gets off from her school bus and spots a child looking longingly at her. It is supported by a narrative saying ‘Nigahen nigahon se mila kar to dekho Naye logon sey rishta banaa kar toh dekho’. The situation highlights two little girls from different walks of life playing together.
Cut to the next situation, where we find an old couple sitting on a park bench, and a young couple passes by. The script ‘Hasratein dil mein dabaanein sey kya haasil hoga Apney honth hila kar toh dekho’ supports the situation. This scene portrays the reticent senior couple showing their feelings for each other.
The next scene depicts a situation at night where a shy boy walks a girl to her home (seems to be their first date). Simultaneously the script runs like ‘Khamoshi sey kab hoti hain khwahishen poori Dil ki baat bataa kar toh dekho’. Outside the home, they both stand feeling a little awkward. Finally the boy gives her a partying hug, expressing his feelings through his actions.
In the next scene a teacher is shown demonstrating sign language to a challenged student and the script runs like ‘Jo hai dil main ussey kar do bayaan khud ko ek baar jata kar toh dekho’. The boy expresses a whole sentence with his hands and then the teacher smiles radiantly through tears.
The next situation showcases a young gymnast practicing with her coach in an empty stadium. Simultaneously, the script runs like ‘Aasma simat jayega tumhaare aagosh mein Chaahat ki baahein phailaakar toh dekho’. She succeeds in fulfilling the expectations of her coach and her family and is able to measure up to her own standards.
The commercial ends with the ‘Express Yourself’ tagline and finally the narrative ends on the note ‘Dil ki bataa kar toh dekho’.
Explaining the strategy behind the campaign, Hemant Sachdev, Director & Group Chief Marketing Officer – Mobility, Bharti Televentures Ltd, said, “Following the success of the Airtel Rs 200 recharge coupon campaign it was the opportune moment to take the Airtel brand to the next level. This thematic campaign emotionally engages the customer by striking a chord with the inner urge to express in a society where curtailing emotions is a tacit rule. The underlying code being 'If you feel it, say it', 'Dil ki baat bata kar to dekho'.”
“The campaign is at once relatable and delivers at the end a feeling of freedom that comes from self- expression. The campaign is rendered in 360 degree with the lead driver being television. The film exhorts the consumers to express themselves”, he added.
Sachdev further said, “This campaign aims to extend that brand to all classes and segments across the country and hence its rendition in Hindi.”
Santosh Sood, Chief Operating Officer, Rediffusion DYR, said, “We wanted to take the 'express yourself' platform forward. We wanted to make it relatable to more and more people. People hold back their true feelings most of the time. The campaign was conceptualized keeping in mind that aspect thereby prompting them to let go of their inhibitions and in the process help them to discover a new experience. The campaign focuses on the sense of liberation.”
Elaborating more on the campaign, Sood said, “First, we conceived the poetry then various situations were captured, which gave expressions to the intent of the poetry. We wanted to focus on more and more masses and wanted people to resonate with the campaign emotionally.”
But by showing so many characters is the message getting lost somewhere? To this Sood said, “We wanted to make it universally relevant by focusing on multiplicity of situations cut through across audience groups.”
Created with the objective of building a strong emotional bond with the consumer, Airtel it seems, has prompted people to open up to new experiences, new experiments, give in to their desires thereby expressing themselves fully in order to change their world.
The campaign is dubbed in regional languages as well.