Bharti Airtel, rolled out a new TVC campaign for its ‘Wynk Music’ application. Airtel’s innovative offering - Wynk Music is a carrier agnostic music application for mobile that offers an integrated mobile music experience with full track audio streaming, cache downloads, mp3 purchase, internet radio and caller ring back tone features.
The brand has invested heavily behind mobile data adoption. Through the Re 1 Entertainment Store and the Vernacular Airtel Live campaign, the brand has ensured that key barriers to data adoption have been eliminated. The brand is now focussing on ensuring those who have started using internet on their mobiles have more reason to do so.
The tvc is based on the proposition that everyone loves listening to music. Whether it is cheerful and happy or soulful and sombre, we all need our daily dose. Airtel brings an all new TVC on its Wynk Music – a music app made for smartphones based on this proposition.
The TVC is a colourful, larger-than-life avatar of the App. The film starts on a sombre note, with a college lass in a bad mood because of a fight she has had with her boyfriend. She resorts to music to change her mood. She starts the Wynk app on her phone and realises that she has taken centre-stage in a large auditorium filled to the brim with musicians of all genres and languages. As she swipes from one song to another on Wynk, a motley group somewhere in the crowd livens up and delivers the chosen number. The wide range of genres available on Wynk are reflected in the colourful melting pot of artists in the auditorium. Each artist is jostling for space and an opportunity to play his piece and impress the girl. What comes out as a culmination is a riveting film which leaves one spell-bound by the music and the visual spectacle. The film ends on a musical high, with the girl grooving to a number she starts air-guitaring with. She throws herself at the crowd, completely lost in her music.
Watch the TVC here -
Creative agency: Taproot
Director: Ram Madhwani
Production: Equinox Films
Media Agency: Madison
Our typical marketing budget is usually 10 per cent of the topline spend
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