Airtel Advertisement Analysis

Group-4 Surojit Saha Pankaj Waradkar Partha Sarkar Rohan Mathankar

Advertisement Focusing on Trust Quotient



The Airtel TVC opens on a child being given strict instructions by his mother not to go out and play. That obviously saddens him. Quietly, he picks up his toy phone and makes his way to the rooftop. As he makes himself comfortable, he dials his dads number over the phone. He places an imaginary phone call to his dad and complains that as his mother scolded him, his father, in turn, should scold the mother . Finally the kid got permission to play from his mother. He believes that the call he made from the toy phone made the difference. Tagline: Issi vishwas ko banaye rakhe, humara atoot network Agency: Rediffusion Y & R Duration: 65 seconds First seen: February 09 Ad Message: Reinforcing Airtel as being trustworthy, seamless service provider Frequency: Medium-High

Breaking the barriers



No celebrity used in the advertisement. A simple house wife and kid were been portrayed to convey the Trust message. Advertisements of majority of mobile service provider, emphasized on tangible factor of call rates, network, value added service etc. Airtel focused on intangible factor Trust. The way the advertisement for portrayed was completely different. The emotional aspect of relationship was projected in a different way.

Message Conveyed


No real phone calls happened and yet the idea of reliable and trustworthy communication with your loved ones was beautifully conveyed. Emphasis on relationship and importance of Airtel in maintaining it. Aap mummy ko daantna, now havent we all said these four words as kids at one time or the other hoping that our appeal in the higher court (aka Dad) would be heeded to. This is exactly why this spot manages to strike a chord, and powerfully so. This relates to real life situation and conveys that Airtel is a part of our life.

Aaj ek vishwas hai ki hum aapno se door nahi. Eshi Vishwas ko banaye rekhae apna attoth network. The last sentence of the add emphasizes on the trust of customers on Airtel.

Marketing Aspects
Advertising Campaign:
Message strategy Relationships are important in life, Airtel aids in maintaining those relations. Creative Strategy By showing a little boy making a call through his toy phone to his father to complain about his mother.

Marketing Strategy:
Segmentation: Demographic Life stage Targeting: Middle-higher income 25+ years subscribers Positioning: Frame of reference Telecom service provider, Point of parity Provision of Telecom services, Point of Difference No reference on price, emphasis on relationships.

Cont..
Consumer Behavior:
a) Factors influencing Consumer Behavior:
Social factors Family (Primary reference group) Personal factors Economic Circumstances

b) Psychological processes influencing decisions:

1) 2)

3)

Motivation Social needs sense of belonging, love. Perception People are more likely to notice stimuli that relate to a current need. Memory Brand Recall Brand Associations.