Debrief: Aircel: Misplaced belief

19 Apr,2012

By Anil Thakraney


‘Let’s keep believing’, says Aircel. Okay man, will do. But believe in what? In myself or in the Aircel call center executive who will hopefully have solutions to my billing problems? That minor detail doesn’t get explained in the new Aircel advert.


So, I suppose ‘Belief’ is Aircel’s brand new corporate philosophy. That’s fine, but this platform has been sucked out dry in advertising. I wonder if people, er, believe in it anymore. Also, the treatment of the ad film, which features brand ambassador Dhoni explaining to a young friend (and to himself) the importance of not losing hope in bad times, is too close to one of those booze commercials the cricket captain does. I almost expected Maahi to sign off the ad by asking the kid to ‘Make it large’.


Blasphemous thought.


But more than the positioning and the treatment, I have a serious problem with brand linkage. What does Aircel have to do with Dhoni’s self-belief saga? This ad is valid for any brand and any product category… self-belief is a universal concept.


Also, because the brand arrives abruptly in the end, its recall is gonna be a dicey issue. I would be rather surprised if Aircel gain’s much from this effort.


[youtube width=”400″ height=”200″][/youtube]

Yep, I believe in Maahi. Nope, I don’t believe in this ad. I think I’ll just go and make it large.


Rating: (On a scale of 1 to 5): 1. Weak idea and execution.


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