Impatience is the new life, especially for the Indian youth. This is the peg that Airtel Telemedia Services has used to promote the 8mbps speed for Airtel Broadband service. And to catch the young audience, the campaign is using the digital medium in a big way, along with traditional media. The campaign is conceptualised by Rediffusion DYR.
The digital campaign premiered on April 6 on the mobile and Internet platforms, followed later by print, TV and BTL.
Commenting on the new campaign, R Chandrasekar, Head - Brand & Media, Bharti Airtel, said, “The campaign was developed to focus on the youth. It seeks to reposition Airtel Broadband as the answer to real high-speed Internet experience with the statement ‘Impatience is the new life. Live it with Airtel Broadband’. The campaign has identified a core target group for its campaign based on a study by IMRB. These are the 16-25 year old college students and young professionals. ‘Funsters’ are the most hungry for a real broadband experience.”
“The 360-degree communication campaign, led by a TVC, seeks to incorporate the digital medium as a strong element and engage with the TG on that platform. The campaign idea is ‘impatience is the new life’, enabled with the new Airtel Broadband and new speed,” he added.
Chandrasekar further said, “We are taking forward four key initiatives and have created a microsite, impatientones.com. The objective is to create communities. We have also started a contest on who will be the next impatient one. Besides the advertising activities, we are also loading the film on YouTube and putting up banners on all popular websites. We are also doing a WAP post on mobile.”
The TVC comprises a montage of shots of impatient young people who can’t wait for things to happen culminating with the introduction of Airtel Broadband with up to 8mbps of speed.