“Pehle aankhen band karo,”

Brand: Airtel
Agency: Rediffusion | DYR.


The latest ad from this super-brand is an explicit expression of how Indians are hit, the most by emotions. No doubt that what sells here is sleaze or SRK, but Indian ads provide all food for emotion. And that is exactly what Airtel has been doing in its ads. The one prior to this where a young lad returns to his grand parents & uses his mobile phone (rather Airtel network), to bring about an interaction between his parents & grand parents, who haven’t met for long. Tears roll down the old one’s eyes. I mean, if not people of my age but still the old ones at place, at home, in a family – they can hear the chords being struck.

The recent one is of course…sheer emotions. Child returning from school – it starts raining – the child enjoys the rain – calls his father & ask him to close his eyes & makes him hear the water droplets falling outside. Bingo – you tend to get back to your school days. Remember what all dim-witted things you did while you were in school.

The prior ads to these other than the one mentioned earlier here were more in to mass appeal. The SRKs & Tendulkars’ type, which, were rather more into tapping the upstream, & A3 segment. The recent ads are more in to relations. It is more like putting relations at par with the network.

“Kuch bandhan atoot hote hain, jaise Airtel ka network.”



Juxtaposing this one with the “You & I – in this beautiful world” of Hutch seems as if both the ads are of same genre. Both tend speak of their web extent. Where as in comparison to BSNL Cellone has roped in Perky Priety as their brand ambassador, and is looking for some desperate attempt to hold on to their present position.

But the “baap” all, as far ads are concerned is the latest from the “Idea” front. The monkey picking up the cell-phone….too good an ad. A concept not virgin but cleverly worked out.

Now its your turn – take a close look at all the four ads & check which seems to convey the message to a certain extent of satisfation.