Debrief: Airtel: Wonderful casting

14 May,2013

By Anil Thakraney

 

Good fun TV campaign from Airtel. Totally single-minded and very entertaining. It’s a simple little promise: Videos on the mobile for just one buck. What I like about the ads (I have watched three, all very cool) is that they concentrate only on the one rupee per video offer, and yet keep the laughs going.

 

In one ad, a cab driver doesn’t have one rupee change. Our dude, the passenger, won’t let the buck go, and demands that the cabbie give him the money. The smart cabbie plays a song on his mobile, which he has got hold of from Airtel for just, yes, one rupee. The other two commercials are equally funny. A tapori with his one rupee coin stuck inside a weighing machine. And a control freak mom with her one rupee ‘shagun’.

 

The real strength of this campaign, apart from the sharp focus, lies in the casting and the dialogues. Superb choice of models, they look the sort of folks who would get mighty angsty over one rupee. This is a good lesson for all creative people, on how careful casting can lift a commercial big-time. The copywriter has done a good job too, these are conversations from real life. In fact, I know such maha stingy people, plenty of them, trust my rotten luck!

 

Rating: (On a scale of 1-5): 3.5 Fun communication for a mundane promise.

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

 

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