Airtel’s announcement that it has slashed its STD and roaming rates would gladden the hearts of all love-struck long distance couples. This is the theme of Airtel’s new TVC, which is breaking from April 29 and features actors Madhavan and Vidya Balan. Rediffusion DYR is the creative agency behind the TVC. The three-part television campaign has been produced by Vilyn of Foot Candles Production.
Manoj Kohli, President & CEO, Bharti Airtel Ltd, said, “Airtel has today taken another step towards taking forward India’s telecom story powered by enhanced affordability. 80 million Indians are now closer than ever before. This initiative will particularly benefit rural customers and underlines our commitment to the nation’s growth.”
Sanjay Kapoor, President, Mobile Services, Bharti Airtel, said, “This initiative spells the end of distance for our existing and prospective customers. With 70 per cent STD customers in India using less than five minutes per month on STD calls and 80 per cent mobile customers not using their phones while roaming, we have a compelling customer proposition. I am delighted that we are leading this endeavour, which strengthens our strategic plank of affordability. I am confident that this will drive growth and usage in the Indian telecom industry.”
“Along with local call rates, now there would be nationally uniform call rates for STD, roaming incoming and local outgoing on roaming. This is part of Airtel’s endeavour to simplify tariff for its user by moving towards a nationally uniform structure,” Kohli added.
The TVC shows Vidya Balan and Madhavan as a lovey-dovey couple. Madhavan is the brand ambassador for Airtel in the Southern region, while Balan is the brand ambassador for the rest of India. When Madhavan goes out of town for some work, he misses Balan and frequently calls her up without having to keep an eye on his watch as the new roaming and STD rates have made such calls more affordable and as the voiceover says ‘Kabhie pyaar ke beech dooriyaan na apayein’.