Rediffusion DY&R’s latest campaign for Airtel is an attempt of the telecom player to emotionally connect with its customers. It has launched a nation-wide campaign for the same. While the television commercial is already on air, the print and radio will break soon.
KS Chakravarthy (Chax), NCD, Rediffusion, explained that the campaign is being designed as an on-going series highlighting the Airtel Network. The campaign launched through a short TVC was shot at Polachi, near Coimbatore. The commercial has been directed by Shaad Ali and produced by MAD.
The TVC brings out the need for communication between a father and son, who have been away from each other for more than 20 years. It is the mobile phone, which holds the Airtel sim card that connects them. “The film has been originally shot as a one-minute film but we will be editing and releasing shorter versions as well,” said Chakravarthy.
It shows how the mobile phone, with the Airtel Sim card, travels across miles, crossing mountains, rivers and hitching rides on trucks with the young boy who carries it to his father. These shots are used in order to depict the distances – and deliver the message of Airtel being able to traverse it.
“Initially, we had planned to produce it in local south Indian languages, but later decided to have two different versions instead. We have in the south Indian version, used local language too. Throughout the series, some of the characters will be the same, whereas others will change. We will soon be getting the campaign into radio and print too,” he added.