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Analysis of Airtel's past advertisement and marketing campaigns. To get a copy of this presentation, share your views about this, with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at [email protected]
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Presentation by Group-2
Abhinav Shikhar Ashwin Goyal
Joshuva Alexander Motiur Rahaman
Mudit Desai Maneesh Garg
Vignesh P.B Kanupriya Sethi
Competitive Environment
• Communication: • “any thing that allows one person to
communicate to another person “
• 1) Telecom sector • 2) Skype • 3) Mail servers • 4) Social network sites
Today's youth share a 'relationship' with their families but they share their 'life' with their friends. Thus, the communication as well as the service has relevance for today's youth.
1. Airtel Jingle- A.R. Rahaman
• 16 states, 600 million people, one service provider
• One network that connects India, like A. R Rahman moves India with his music
• TG: People who need wireless network, people who want to connect on the go, people who want to be the part of the revolution of wireless communication
• This music went on to become the “Airtel Signature Tune”
1. Airtel Jingle- A.R. Rahaman
2. Join The Dots
• “Few relation are very important, they cant be avoided
• When relations are based on love and affections, distance is nothing and conversation is possible
• - keep connected with Airtel”
2. Join The Dots
TG: special relations Son, Daughter, Wife, Husband, Mother, Father ( Every Family member)
3. Communication Boundaries
• ‘Express Yourself’ platform making the breaking of communication barriers its focal point
3. Communication Boundaries
“Deewarein gir jaati hain, faasle mit jaate hain,
jahan do baatein ho jaati hain (Barriers break when people talk).”
TG: long distance relationship Son/ daughter away from home, husband away from his wife for business assignment, friends separated because of careers.
Connecting cultures, longing to communicate without any barriers the society places, making new friends, caring, unity, peace, free mindedness
4. Endless Goodbye
• “A man and his girl are never apart even after they say goodbye”
• With Airtel 3G video calls, you always stay close to your loved ones, no matter how far you are.
• love-Affection-Togetherness
• TG: people who always want to see and talk with each other
•
4. Endless Goodbye
Nominated as Best Ad in CANNES Festival in 2010
5. Street Performer
• “Dil Jo Chahe Pass Laye”
• Wherever you go, carry your entertainment with you
• Entertainment anywhere any day….
5. Street Performer
TG: On the GO entertainment lovers, Demanding
6. Together Good Things Happen
• The growth of Airtel is related to Shahrukh khan from its
• No one to someone to stardom, which is connected to 110 million fans.
• Unity, togetherness, networking, Aspiration, chasing the dreams, relationships, success.
• “Life is all about experience” • “You cannot be alone when 110 million
people are connected with you”
6. Together Good Things Happen
TG: Aspirating People, close friends, people who loves networking, people who want to be together
7. Har ek friend Zaroori hota hai
7. Har ek friend Zaroori hota hai Besides entertaining one and all with its catchy jingle, the ad served to position Airtel as a brand that stands for friendship, and helps one to stay in touch with all kinds of friends
The early morning friend
the late night saviour
the guy who throws his house open
The ones who borrow money from you
the ones who pay for you
- the list is endless…….
TG
8. Jo tera hai wo mera hai
• “Friendship is all about sharing” • Picturisation: vibrant, peppy, colourful and pretty much bursting
with youth, and the upbeat mood of the ad is complemented by an anthem that has started creating quite a buzz on the digital space.
• Relation, happiness, Youngsters, Masti, Cool factor, Memorable moments in friends.
• TG: Teenagers, youngsters, Tech Savvy
8. Jo tera hai wo mera hai
Power of human expression
Proud to be Indian
Airtel Brand is All About……. Teenagers, youngsters,
special relations-family, friends, love
breaking of communication barriers
Express Yourself
love-Affection-Togetherness-bonding
every friend is important
“Dil Jo Chahe Pass Laye”
More than 110 million people networking
• & many more………..
Sanjay Kapoor, Bharti Airtel chief executive for India and South Asia at a news conference in New Delhi March 11, 2010 said “One target audience for Bharti’s services is India’s 560 million youth, is who “have habits akin to youth in the western world.”
