‘I love you’ said and ‘I love you’ messaged has a world of the difference. Acknowledging this phenomenon, Airtel hinges on humour to engage Shahrukh Khan, Saif Ali Khan and Kareena Kapoor to consolidate its property- Airtel Voice Message. the campaign breaks on October 25, 2008. Conceptualised by Rediffusion DYR, the campaign is a 360 degree initiative that straddles along TV, print, radio, on-ground activities and internet activation on orkut.
While Prashant Issar, Director, Corcoise Films has shot the TVC, the media agency behind the TVC is Madison Media.
Speaking about voice message, Chandrasekar Radhakrisnan, Head-Brand & Media, Bharti Airtel, remarked, “Voice message was seeded amongst people a few months back and has already beckoned six million users. It is by studying the usage patterns reflected that users were young males who mostly sent messages to friends. Most heavy users were from SEC A/B who were comfortable with English.”
Commenting on the TVC, Radhakrisnan added, “The TVC aims to communicate how Voice message has redefined the language of youth. The element of voice in the voice message is a testimony of emotions; this was the starting point of the TVC. When Rediffusion came up with the concept of a friend trying to woo his girlfriend, we zeroed down to Shahrukh, Saif and Kareena to play the characters. The three not only build intrigue around the product but also enhance the flavour of the movie.”
Describing the Creative brief, Ramanuj Shastry, Chief Creative Officer, Rediffusion DYR, said, “Today the sensibility of the youth is driven by innovative communiqué techniques. Acknowledging this fact, we inferred that the voice can bring about the emotion, which a text message cannot. This was the starting point of the conceptualization of the TVC.”
The TVC is reminiscent of the gay antics of Shahrukh and Saif in the movie, ‘Kal Ho Na Ho’. It begins with Shahrukh enjoying the solitudes of the view of his terrace. Saif approaches him and romantically says, ‘I miss you so much, it hurts!.’ To this, Shahrukh just walks off. In the second scene, Saif removes the shower curtains of Shahrukh’s bubble bath and repeats the same dialogue. But to his dismay, Shahrukh dismisses this plea. The third situation shows Saif repeating the same dialogue in a quivering voice as he does a pull up on the gym bar. As he turns around, Shahrukh punches him with a boxing glove. He utters the same dialogue, only this time, wincing in pain. Shahrukh quickly records his voice and sends it to an annoyed Kareena who complains to her friend, ‘I just hate him!.’ On hearing the voice message, Kareena’s anger melts. The TVC ends with Shahrukh’s baritone, ‘An emotion to your message with voice message.’
All Airtel users can avail of this new service which can be sent from any device and to any mobile phone numbers irrespective of the service provider. Each Voice SMS will be charged at 75p and can be sent anywhere in the country at the same rate.