Airtel has launched a new ad campaign on the theme of the Rs 999 offer. Shahrukh Khan has been roped in as brand ambassador. Rediffusion DYR, Delhi has done the creatives for the four-TVC campaign. While two TVCs broke simultaneously on January 25, the other two will be breaking soon. The theme of all the TVCs revolves around ‘Airtel ka naya lifetime prepaid ek baar 999 do, zindagi bhar mobile lo. Kaun kehta hai kar cheez ki life me limit hoti hai’.
All four TVCs feature Khan in a double role. The first of the TVCs has SRK playing a Sardar and a Bihari. A man called Jhaaji is giving a dictation to his typist without much interest. The typist looks at his boss and suddenly says “Suna hai ek aadmi Patna se Dilli paidal aaya hai.” Jhaaji replies, “Bus nahi mili hogi.” The typist says, “Mai soch raha tha ki har cheez ki bhi koi limit hoti hai.” At this Jhaaji says, “Airtel ka naya lifetime prepaid ek baar 999 do, zindagi bhar mobile lo. Kaun kehta hai kar cheez ki life me limit hoti hai.”
The second TVC is also in a similar vein, where a rich Sardar called Praaji is sitting on a charpoy outside a dhaba getting his neck massaged. The dhaba owner while pouring lassi into a glasss tells Praaji, “Jee aaj paper mein aaya hai ki ek aadmi 50 litre doodh pi gaya.” At this Praaji looks at the dhaba owner and says, “Lassi jaisi koi nahi. Yeh sun, Airtel ka naya lifetime prepaid ek baar 999 do, zindagi bhar mobile lo. Kaun kehta hai kar cheez ki life me limit hoti hai.”
Elaborating on the TVCs, Rediffusion DYR, Creative Director, Rahul Jauhari, said, “In each film there is an interplay between two protagonists – Praaji and Jhaaji – creating humorous situations based on the fact that everything in life has a limit. This is for the first time that Khan plays the role of a Sardar and even a Bihari in a commercial. His acting prowess has been exploited in an exciting and interesting manner, and this is what adds magic to the creative idea and its execution.”
He added “The concept behind the advertisement was bringing forth Airtel’s lifetime prepaid offer at Rs 999. The basic point is you pay once and receive free incoming calls for lifetime. Khan is seen talking to ordinary people. He’s very popular with the masses. It’s a humour-based commercial. The campaign is based on a 360-degree promotion. It’s already in print, TVC, outdoors and three radio spots involving Praaji and Jhaaji are running on radio and on the Internet.”
“In a cluttered market space, where competition was also talking of the same product, the timing was perfect to launch a high decibel campaign using our brand ambassador Shahrukh Khan. Instead of educating the consumer, which the consumer anyways is, the new films aim at creating high brand preference for Airtel. So, the route has been adopted such to create brand salience and preference,” Jauhari said.