Airtel highlights parents’ role in new product campaign

13 Feb,2015

By A Correspondent


Airtel has announced the rollout of a new campaign for mPlan Family. The launch of the product redefines the way mobile plans are used today, as it no longer will be meant only for solitary usage, but for something that is shared. Designed to be simple and delightful, it also addresses key pain points that customers encounter while managing theirs & their family’s mobile plans today.


The campaign is based on a simple insight that while fathers’ roles as providers are critical, their contribution to the family is not as visible on a day-to-day basis as that of the mother’s. The campaign targets this relatively invisible role of fathers in our families by urging kids to be nice to them because only then will they get the chance to be on their postpaid plan and enjoy desired benefits on their mobile phones.


The campaign brings this alive this give-and-take adjustments of relationships in every family through various 30 sec commercials. As the films start, we see a picture perfect day for a family where the kids of the house are being overtly nice to their fathers by doing chores that they aren’t otherwise expected to do. While the father is left ecstatic with this gesture, one realizes that this rosy picture is not quite as it seems. The mystery unveils as the voiceover breaks and we realize that the kids were being nice to their dad just because it is in their interest so that they can share in his postpaid plan and get maximum benefits.


The background score for the commercials is a recreation of the famous song ‘Phoolon ka taaron ka’ from the movie ‘Hare Rama Hare Krishna’. The commercial is being supported by outdoor, radio, cinema advertising, on-ground initiatives and web media.


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