Debrief: Airtel Digital TV: Big promise, poor delivery

14 Jun,2012

By Anil Thakraney


Airtel has launched a new TV campaign to promote their digital TV service. The idea is: ‘Sirf cable nahin, life badlo’. The core thought is that in today’s world, the idiot box not only entertains, it changes your life. A bit far fetched? It is. I think the only way TV has changed some people’s lives is by turning them into lazy couch potatoes.


Anyway, now that they have chosen to travel this exaggerated path, the commercials have to be truly sensational for the idea to get wings. But sadly, the one ad I watched left me flattened. There’s this always chilled out bloke who never gets angry at anything in life. Not even when his pal smashes his car. But he goes ballistic and mad with rage when the TV set conks out and the local cable supplier won’t take his calls. So this couch potato switches to Airtel digital TV, and he’s back to being his chilled out self.


Another maha boring before/after ad. The creative lacks spark, the script is contrived and the youngsters featured in the ad are very irritating. Here’s a suggestion for Airtel and all other advertisers: When you have to show slothful people, it’s critical that they look a bit cute and charismatic. Else, the combo of laziness and ugliness repels the viewer. And you’ve lost the battle even before it has begun.


Rating: (On a scale of 1 to 5): 1. Weak and uninteresting creative


Post a Comment 

3 responses to “Debrief: Airtel Digital TV: Big promise, poor delivery”

  1. vijay says:

    please always put in a line about the guy who is writing so that we know…

  2. vijay says:

    please always put in a line about the guy who is writing so that we know…

  3. joel says:

    The TVC is nice. Its not about change your life and be a couch potato, but have an hassle free tv viewing experience. What kind of nonsense reviews do you do.