Leading mobile service provider Airtel will be launching its 'power' campaign with the 'power' people - Sachin Tendulkar and Shahrukh Khan. The nationwide campaign will kick off on March 17 across all 21 circles of Airtel. This campaign will enable Airtel's post-paid and pre-paid customers to converge and play in the team of Sachin or Shahrukh.
Atul Bindal, Chief Marketing Officer and Director, Bharti Cellular, said, " Our research has shown that the most popular, inspirational icons for the Indian consumers happen to be two Airtel brand ambassadors - Sachin and Shahrukh. This motivated us to devise Airtel Showdown an innovative marketing programme. The whole construct of the initiative seeks to bring our customers, now spanning across all the 21 circles to come closer to brand "Airtel - the largest GSM network in the country."
The company claims that the Airtel showdown campaign is backed by extensive internal research findings. The research data clearly suggests that primarily Bollywood and Cricket rules in India. "Qualitative and quantitative studies have shown that Shahrukh Khan and Sachin Tendulkar's core values fit well with the brand values of Airtel," said Bindal.
Rediffusion DY &R have made the ad creatives and the national media, including print, electronic, radio, outdoors and point of sales have been targeted. The television commercial has been made by MAD films and has been directed by French Director Francois Merlot.
Our typical marketing budget is usually 10 per cent of the topline spend