Airtel 3G: Emotion over logic

The Airtel commercials cut out the tech talk and stick to basic human emotions, making the ads watchable; so much better than the rivals’ ads

Must say, so far the 3G communication from various telecom companies has been mighty unimpressive. Given that the tech is a revolution in cell phone internet, one expected some really kickass advertising. Vodafone's cute zoozoos, who otherwise do pretty zippy stuff, lost steam in the 3G ads. The super zoozoo, who represents Voda's 3G, is a super letdown. And Idea's Bachchan Junior ads for their 3G pitch are downright irritating. (Though the actor did work for them in the 'Get Idea' number portability series.)

However, Airtel's ads for 3G are much better and more focused. And that's because instead of resorting to gimmicks and juvenile ads, they have kept emotion at the core of the communication. And it's the correct strategy. However revolutionary the 3G technology might be, it must deliver on the ground in terms of connecting people. That's what really matters to the end-users.

There are three commercials on air. The first one deals with video calling. In this one, an Air Force officer on duty video-calls his girlfriend back home, and they enjoy a naughty (almost erotic) banter. It's shot well, the models act nicely and the ad packs in the right mix of emotion and passion. So you don't mind the repeated exposures.

In another commercial that talks of high-speed connectivity, a young dude is able to, through his FB pals, instantly locate the cad who dared kiss his granny's cheeks many years ago-much to the joy of his revengeful grandfather. This commercial is funny and endearing. And is in fact already a hit on Facebook.

In the third ad, a lad is reluctant to go to Bangkok for a family function, and this upsets his father. But on his tablet he discovers Bangkok to be a happening, rocking musical place. And suddenly agrees to join in. Of course, the daddy has no idea what's behind the change of heart. As an aside, must say that the son would have discovered massage parlours rather than opera singers; but of course Airtel can't feature that. The hyper active moral policemen and women would arrive at their corporate office at the speed of 3G.


Yup, Airtel's doing the right thing: Creating disparate communications for various 3G applications, thus appealing to different consumer segments, each with their own needs. And cutting out the tech talk and sticking to basic human emotions is a sensible route. It also makes the ads watchable. So much better than the rivals' ads. Idea's Small B and Voda's super zoozoo have already become blind spots.




5 years ago

What are you talking about. Apart from the Kantilal ad I did not find any of the Airtel ads remotely amusing. Vodafone ads on the other hand still hold their charm. But I agree with you that the Idea ads dont work.


5 years ago

A soldier asking his babe to show the mole on her neck - actually suggesting to the young crowd what 'fun' they can have with their girlfriends thnx to video calling
A son seeing THAI MASSAGE video and agrees to his parent's demand of going to Bangkok... any son of a gun will die to go to bangkok but this dude decides only after seeing the HOT stuff available there... CHEAP again...
Oldie using his son's dude connections to locate an old foe and then kisses his 60+ wife... wow, what an example for your son

Way to go airtel, not only you are the worst cheater company EVAR, you are also the one with the CHEAPEST ADS around



In Reply to buzzz 5 years ago

I agree with you,especially,the Kantilal ad,wherein the wife of culprit is targeted,as if she is an object to retaliate.Whats the difference betwn uncultured people & so called educated one ?


5 years ago

Well the Airtel ads are nice. The kantilal godbole one is best of all. The first is nice mushy... but after the first few times you zap. Not so with the zoo zoos. The test of an ad is if you can keep watching it over and over again. The super zoo zoo is really super cute. I never zap!!
Another is the insurance ad with the cute blackmailing kid who extorts from grandma - the regular income one. But dashed if I remember whose ad it is. What a waste of money for them, even though the ad is terrific.
Ads are a matter of personal opinion ... what? but I like your reviews.


5 years ago

Paid ad...
Vodafone ads are by far the best.

HC notice to CBI on bail plea of Kanimozhi in 2G case

Ms Kanimozhi, who sought bail in the special court on ground of being a woman, had approached the high court seeking relief citing the need to look after her school-going child who is devoid of the care of his father working abroad

New Delhi: The Delhi High Court on Tuesday issued a notice to the Central Bureau of Investigation (CBI), India’s premier investigation agency, on the bail pleas of Dravida Munnettra Kazhagam (DMK) MP Kanimozhi and Kalaignar TV MD Sharad Kumar in the second generation (2G) spectrum allocation case, reports PTI.

“Issue notice to the CBI for 30 May,” justice Ajit Bharihoke, who yesterday (Monday) dismissed the bail pleas of five corporate honchos in the case, said.

The court also asked the probe agency to file a status report detailing the stage of investigation and the judicial proceedings in the case on the next date of hearing.

Ms Kanimozhi, the 43-year-old daughter of DMK supremo M Karunanidhi, and Sharad Kumar had approached the high court Monday with their bail applications after the special CBI court ordered their “forthwith” arrest on 20th May.

Rejecting their bail applications, the special court had said that the offence attributed to them was grave and the possibility of influencing the witnesses cannot be ruled out.

Ms Kanimozhi, who sought bail in the special court on ground of being a woman, had approached the high court seeking relief citing the need to look after her school-going child who is devoid of the care of his father working abroad.

“The petitioner (Ms Kanimozhi) has a single school-going child to be taken care of. Her husband is employed abroad and the court should grant bail to her,” said the bail plea, filed by the daughter of the DMK patriarch through advocates VG Pragasam, SJ Aristotle and Sudarshan Rajan.

Ms Kanimozhi and Mr Kumar were named in the CBI charge-sheet for allegedly receiving a kick-back to tune of Rs200 crore.

Both Ms Kanimozhi and Mr Kumar have 20% stake each in Kalaignar TV Pvt Ltd which received Rs200 crore through a circuitous route. DMK chief’s wife Dayalu Ammal owns the remaining 60% stake in the channel.

In her bail plea, the DMK MP claimed she is innocent and has been falsely implicated in the case due to “the biased media reporting concocted on the basis of conjectures and surmises.”

She said she had co-operated with the CBI in its investigation and also voluntarily complied with court’s summons.

She also referred to the special judge’s observation in the order that she had shown “extremely dignified conduct” in the court by appearing regularly and said she should be granted bail.

“She is a respectable person having roots in the society. Being a member of Parliament and a law-abiding citizen, she will neither flee from justice nor will tamper with evidence nor interfere with the course of trial,” she added in her plea.

“As a member of Parliament and whip of the DMK party in the Rajya Sabha (upper house of Indian Parliament), she has to attend Parliament sessions and all party meetings convened from time to time in connection with parliamentary business,” she said.


NPCI launches India’s first rural bank ATM card

Kashi Gramin Bank customers can use the card across any of the 87,000-odd ATM networks in the country, NPCI managing director and chief executive AP Hota said, adding this is the first gramin bank ATM card in India

Mumbai: The National Payments Corporation of India (NPCI) is making fast progress with the rollout of the uniform national payment card and launched the first such card with a regional rural bank on Monday in Varanasi, reports PTI.

“We have launched the first gramin bank ATM card with the Kashi Gomti Samyut Gramin Bank in association with Union Bank of India in Varanasi. The card is called RuPay Gramin Card,” NPCI managing director and chief executive AP Hota told PTI here.

This is a big step in narrowing down the technological gap between major scheduled banks and regional rural lenders, he added.

Kashi Gramin Bank customers can use the card across any of the 87,000-odd ATM networks in the country, Mr Hota said, adding this is the first gramin bank ATM card in India.

Mr Hota further said being sponsored by the Union Bank (as RRBs don’t have permission from the RBI to make real time settlements), the RuPay Gramin Card will have the logos of the NPCI, Kasi Gramin Bank and the Union Bank.

The card was launched by Union Bank chairman and managing director MV Nair, a bank release said here.

On 14th May, NPCI had launched the first RuPay Card with the Maharashtra-based urban cooperative bank, Gopinath Patil Partik Janata Sahkari Bank. This also is an ATM card and not a debit card, Mr Hota informed.

On why the NPCI is launching only with co-operative and rural banks and not debit cards with commercial banks, he said, “Nationalised and private sector banks have different set of demands. Mainly they want debit cards, which we are not in a position to offer now. We are still working on the technology platform the merchant payment gateway for this.”

Mr Hota expressed the hope that the corporation will be able to offer the same within this year. “We hope to launch the RuPay debit cards by December.”

Set up by the Indian Banks Association (IBA) and being run under the guidance of the Reserve Bank of India, NPCI is working on rolling out the RuPay Card, which the RBI wants to eventually replace MasterCard and Visas Card as the single national payment card.

NPCI recently got the RBI permission to launch the RuPay Card, which finalised only late March. Leading financial consultancy Ernst & Young is working on the technological platform for the RuPay to be rolled out nationally.

In 2009, the RBI had asked the IBA to launch a not-for -profit company and design a rival card, then tentatively called India card, that can meet the requirements of the domestic banks on the lines of the Union Pay of China.

Currently, every transaction done in India using a debit or credit card is routed through network switches owned by Visa or MasterCard, which are based outside the country. The RuPay would eliminate the need for this connectivity.

Domestic banks paid around Rs500 crore last year as fees to these global card firms for processing debit and credit card payments, 90% of this were domestic deals.

Earlier in the day, NPCI held a seminar in the city on Interbank Mobile Payment Service (IMPS).

Addressing the seminar, advisor to the prime minister on public information infrastructure & innovation Sam Pitroda said if mobile banking has to take off really, then the service providers have to bring down cost and incentivise the users for doing so.


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