Wednesday, March 11, 2009

Airtel- magic realism...



There is a kid in every one .. even in the most moronic of us… and the kid somewhere at some point of time would have done this … this self assuring phone call to his dad and its desired effect is simple and we all have done it, some way or the other and that makes this a good one….

Done by Rediffusion Y&R a new angle … the trust angle, which is a hygiene factor, is bought in to the Airtel communication which the agency believes and claims to be having a far more fascinating than the network angle… Airtel which shocks(often) the poor viewers with out of the world crazy stuff, often infected with an overdose of celebrity virus, comes down to earth some times, gets sensible and talk to us in simple terms and makes us smile.. smile in agreement.. this ad is one of them.. no big hungama,,,, no brouhaha , no quagmires and hardwork to some how fit in a parade of stars who at the end of the day outsmarts and outlives the brand…

Magic realism as someone called such stuff, this realization that with Airtel you are never disconnected is a subtle message that gets into the information cluttered minds in a passive way… Even though in my flat in the heart of the city, Airtel simply fools me by refusing to show signal, this conspicuously uncomplicated ad baffled me the first time I saw it…then the more I saw I fell in love… Virej Dasani the kid, has done a wonderful job by not acting and just living, and the guys who made it ostensibly didn’t try to cultivate any bogus innocence out of the boy… Kudos for that…

Kudos to the entire team…Ramanuj Shastry, national creative director, Rediffusion Y&R, Deepesh Jha, creative head for the script, Vinyl Matthew of Footcandles for the direction…. And others…

Let this ground sense prevail…..

Tailpiece: Many a small thing has been made large by the right kind of advertising........ Mark Twain

Read my other blogs also... Chickencurry & Confusion .....................

1 comment:

dinkan said...

agree with you...the detailing which has gone to make this ad is great...just see how the characters in the background adds up to the whole atmosphere

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