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Expressing myself

December 25, 2007

Earlier Airtel ads used to focus on one superstar(from Shahrukh to Kareena to Sachin) endorsing the brand. Those ads never had a lasting image in the minds of Indian consumers, who considered it as another celebrity endorsing yet another brand. Then Airtel went on to create a signature tune with A.R.Rahman in 2002, which they continue to use till this date. I think, the ad which changed the whole look of Airtel in the minds of Indian consumers was their first ad with tagline “Express Yourself”.

The ad showed an entire gamut of emotions and reactions, which one will experience in a lifetime. It showed

A bride looking at bridegroom through tears – Say Yes
A War Scene – Say No
Two persons sitting at two ends of the couch – Say Something
A person standing infront of a grave – Say Nothing
Three girls sitting at a coffee table – Conspire
A child saying something in an old man’s ear – Confess

and so on….with the mesmering signature tune filling your ears towards the end.

This Ad went on to touch the Indian minds with its excellent visual imagery and creativity. And from then Bharti’s market share has kept increasing to being the biggest mobile service provider in India. Its wonderful to see how an ad for a telecom service provider can achieve its purpose without talking anything about talktime or tariff rates in its ads. The Airtel’s tagline EXPRESS YOURSELF was well potrayed in all of its subsequent ads.

However my favourite ad among all the Airtel ads is the latest one. The ad portrays, two boys separated by a border, a football and an urge to play together.

There is no wall, no barrier that can keep us apart, if only we talk to each other

There wont be any war, any terrorism, if only we could understand this.

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16 Comments
  1. This comment has been removed by a blog administrator.

  2. Happy to find another fan of this awesome Ad by AirTel.

  3. bang on! this is indeed one of the best ads i’ve seen.

  4. excellent ad and brillaint observation on the rehman tune capturing the nation’s imagination. Considering the two posts together – you should be in corporate finance or equity research or strategic investments :))perfect fit it would be.

  5. They also make some stupid ad like 1. a grandpa n his grandson playin chess talkin thru Phone.2. Another kid calls up his dad who is in the middle of a board meeting to make him listen to the rain drops. These are things which are far from the ordinary right?

  6. “There is no wall, no barrier that can keep us apart..”We who made these boundaries,When will we realise,That love knows them not,For love’s free and beyond,like the birds,the wind and the sky.We who made these boundaries,till we love and trust each other,can then only envy the birds, the wind and the sky. The theme in The English Patient and Refugee.

  7. @kbhbejtiThanks for the link.@sandeepGood to know even you like it.@anonThanks. And hey, i am seriously considering one of them as my futue career paths :)@sandeshI think the focus is on the creativity part and how well they may be able to connect with an audience. So what if they are far from ordinary.@arojThanks for the theme. Its beautiful.

  8. Yeh I too loved this ad .. It’s simply superb 🙂

  9. mate,this ad took Indian advertisement to such a height that we criticise an average ad harshly…Kudos for including it in ur topicsCheersAlAmeen

  10. Liked the way the idea is presented…it had all the info, but did not seem just a bunch of facts 🙂 looking forward for more such posts…

  11. @dhanya, alameenThanks@pratibhaThanks dear.

  12. i todally yagree wid you. but my favourite is the “aasmaa simat jayega tumhari aagosh mein, apni baahein phaila ker toh dekho” one.

  13. @disorientedtracerTrue, thts a very good ad 🙂

  14. This comment has been removed by a blog administrator.

  15. Amazing writing..just loved it…i am the big fan of airtel ads too…Kudos..:)

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