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COMPANY PROFILE

‡ Formerly known as Bharti Tele-Ventures LTD


(BTVL)
- is a JV between Singtel and Bharti Telecom
- offers its TELECOM services under the Airtel
brand and is headed by Sunil Bharti Mittal.
‡ Bharti Airtel¶s product and services portfolio
includes:
- Mobile services, home phones, broadband, calling
cards, DTH, IPTV, MPLS Services, satellite
services, data transport solutions and
conferencing services.
‡ Bharti Airtel has more than 180 million
customers
COMPANY PROFILE
‡ Operations in 18 countries across Asia and Africa
- Covering top 95 cities in India.
‡ Revenues in the FY2008-09
- Around US $ 7.8 Billion dollars
‡ Bharti Airtel is 3rd largest in-country mobile
operator in the world
‡ 6th largest in-country integrated telecom operator
in the world
‡ Ranked number 5 in the best performing
technology companies in the world by Business
Week
‡ India¶s most innovative company by Wall Street
Journal
OREAKING THE OARRIERS

The brand has dug a bit


deeper and questioned the
whole process and the need
for communication itself,
and the resultant thought,
µBarriers Break When
People Talk, has become
Airtel¶s new mantra
TAKING NEW DIRECTIONS

ßS Chakravarthy (Chax),
Director of TVC says:

³The brand will take a


completely new direction
from now onwards. µExpress
Yourself¶ is passé.´
THE ADD
Airtel TVC
BEHIND ENEMY LINES

The TVC begins on the shot of a


Moroccan boy eating at home,
when he sees a football land on
his balcony. He steps out to find
another boy on the opposite side
of the fence (presumably the
border of a neighboring country)
asking him to pass the ball back.
Hesitating to talk with a person
who¶s presumably an enemy, he
looks back to see if his parents
are watching.
TO OE OR NOT TO OE?

After thinking for a


while, the Moroccan
boy kicks the ball
towards the other
who, in turn, invites
him over to join the
game.
m  


Not minding the


restrictions any more,
the boy crosses the
boundary and joins his
new friend. They start
playing together.
THE MESSAGE

Then begins the voice over

:There is no wall, no
barrier, that can keep us
apart, if only, we talk to
each other ´
THE ADD
ANALYIZATION
THE ORIGINAL IDEA

‡ The original idea was to set


the ad at the Wagah Border,
and get Indian and Pakistani
soldiers to start a football
game together, quite
spontaneously.
‡ ³We wanted to make our
idea more universal, more
human,´ he says. ³After all,
the brand is about regular
people.´ ; says Chax
SETTING UP THE THINGS

‡ The war-torn territory


idea was decided as the
best basis to bring forth
this thought, as barriers
of two kinds are broken
‡ Communication barriers
and, subsequently, the
borders of the two
warring countries.
SETTING UP THE LOGISTICS

‡ The ad was shot in Morocco.


‡ Local boys were selected for
authenticity.
‡ The pre-production work
took about four weeks, and
the ad was shot in four days.
‡ A barbed wire fence was set
up over acres of barren land,
while the two houses were
sets.
CHILDREN ARE INNOCENT

‡ The campaign uses


children as symbols of
minds free of prejudice.
‡ With their innocence
depicted in stark contrast to
the desolate landscape
around them.
‡ Airtel¶s point of view has
clearly become this: The
world would be a better
place if only we all talked to
each other.
THE MOOD

‡ The insight of using


children to break
boundaries over a small
football touches minds.
Though simple yet
brilliantly put across.
‡ The childish act of sport
and tom-boyish spirit
has made the ad seem
very genuine.
AIRTEL: THEME TONE

‡ How can you convey the


message of a service
provider being reliable
and trustworthy without
even a :  
 
‡ AIRTELs famous
³Signature´ tone,
composed by legendary
A.R.Rehman has its
presence even where
AIRTEL yet plans to
reach

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