Everyone I have checked with seems to like the new ad for Airtel Digital TV. The jingle, in particular seems to be popular. Every which way you see it, you know it’s huge stretch – a throwback to Manmohan Desai films with the butterfly locket, a tenuous connection to picture quality…yet, there is something likeable and cho chweet about the ad.
Agency: JWT, Delhi
Not everyone likes it though. As far as the pre-launch hype is concerned (Saif and his long-lost love stories on Bangalore Times), I am not too sure if it added any value to the main commercial. Such teasers, supposedly meant to create some shock value or talking point usually fail to the connect with the main event or launch ad. The connect is usually so stretched that it leaves the viewer disappointed.
On the website, the clarity idea is taken forward with a little quiz on details pertaining to the TVC. If you get the answers right, you can download a video as a prize (I clicked and the video turned out to be that of the ad! Why would I want to download when I have just seen it and answered the questions?). Anyway, with a brief like ‘clear picture quality’ one has seen several executions of ‘life like picture’ for several TV brands. The attempt to be different and weave in a story is commendable.
The campaign seems to have generated some buzz, but what it has done to creating preference for Airtel Digital over other DTH brands remains to be seen. Any gyaan on that or comments on the ad?