'Magic hai to Mumkin hai'! Well, that's what the first ever TV campaign for Prepaid card (promoting Airtel's Magic brand) wants the 'middle class non-mobile users' to believe. The spot features vivacious Kareena Kapoor acting demure (a middle class cue) and Shah Rukh Khan dressed in a simple T.
The 50 seconder titles 'Life is Magic' will break on television on October 14. This theme spot will be supported with two 'product feature' spots - 'Instant Balance on Screen' and 'Full Roaming'. Says Hemant Sachdev, Director, Marketing & Corporate Communication, Bharti, "The initial campaigning of the brand- Airtel Magic pre paid card will hit the screen on 14th October. After which, in two to three weeks' time, we will start the communication of the product features."
The spot created by Bharti's creative agency Percept, features Shah Rukh Khan dressed as a boy next door and Kareena Kapoor as a plain Jane on a bus journey together. The bus hits a log on the road, only to provide Khan the opportunity to call for help (of course on the AirTel cell) and drive his love away. All along, all creative cues like dress, make up, props are giving a strong middle call cue.
Why this treatment? The strategy is targeted at the non-user segment defined as young adults, 15-30 years of age, in the SEC B&C segment is aimed at accelerating market expansion. Adds Sachdev, "In the next two years the relevant addressable market for a pre paid mobile card in our markets can be as large as 25 million. This strategy is designed to help us talk to this segment directly in the tone, manner and language of the masses. The 'Mumkin Hai' value proposition will help us expand the market and gain a higher percentage of market share in the process."
The campaign is being allocated with 40% of the total TV budget. The TV budget is estimated to be around 15 to 20 crores. The campaign will be telecast through all the national as well as regional channels including Star, Zee, Sony, DD Sports, Aaj Tak, Sun, Vijay and Gemini TV. Commenting on the use of radio for the promotion, Sachdev says, "We would use Radio in Mumbai for the local advertising. The strategy for the same is under consideration".