Debrief | Engaging stories from Airtel

15 May,2012

By Anil Thakraney


A good product-specific campaign from Airtel. The objective is to sell digital music on their service, and instead of simply blasting out tracks in the ads, they have created neat little stories around popular movie songs.


The theme is ‘My Song, My Story’. And each commercial features a playback singer recounting the story behind a particular song to a group of eager fans. The singers featured are well-known names from the world of music: Sonu Nigam, Shaan, Hariharan, etc. In one ad, singer Shaan tells us about the inspiration behind his hit song, ‘Tanha Dil, Tanha Safar’. About friends, who as they grow up, drift away into their own worlds and into their own busy lives. And all that remains are memories.


It works. Songs often have stories behind them, and the singers recounting these tales makes the ads quite engaging. It’s also a good consumer insight to use because even viewers are likely to have their own personal connect with popular tracks. And so the ads become entertaining to watch even on repeat exposures.


The only people who might not appreciate this campaign are those who are not into Hindi songs. But that’s okay. If they aren’t into music, they aren’t the target audience for this offer anyway.


Rating: (On a scale of 1 to 5): 3.5. Focused and entertaining.


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