Sasha Chettri, Airtel’s 4G girl, is the ad world’s newest poster girl. Chettri has gone viral on social media, ever since Airtel kicked off its 4G campaign last July, and, in the process, has delivered for brand Airtel what no other campaign has - high recall value. With her unconventional and provocative approach, 21-year-old Chettri has firmly put brand Airtel on the country’s 4G landscape.
Today, 4G in India means Airtel just the way years ago Coca-Cola staked claim on the entire soft drinks category through its Thanda Matlab Coca-Cola campaign with Aamir Khan.
Read more from our special coverage on "AIRTEL"
Given that the next generation of mobile broadband, or 4G, is about speed, the television commercial showing two girls racing their phones on a terrace in Lucknow was an unusual way to break the clutter on television. Given that other telcos have not come up with such high-decibel campaigns, Chettri has become a shorthand for 4G as a category.
In advertising parlance, the success of a campaign is measured through top-of-the-mind awareness and Chettri has helped Airtel increase this score by 13 per cent compared to other campaigns such as Har Ek Friend Zaroori Hota Hai.
It isn't just the brand recall value that has shot up, Airtel's revenue market-share touched a six-year high of 31.4 per cent in December 2015. In the five key data markets - Mumbai, Delhi, Karnataka, Tamil Nadu and Kerala - Airtel increased its marketshare by 140 basis points in the nine months ending December 2015. According to CLSA, Airtel is upping the ante on data offerings. On the ground, Bharti Airtel has stepped up its 4G data offering through a slew of industry firsts on product as well as distribution. The company has deployed long-term evolution, or LTE, using carrier aggregation in Kerala, enabling speeds of up to 135mbps on its 4G network.
The campaign has many firsts to its credit. For starters, Airtel went with an unknown face to launch a big shift in broadband technology and secondly, it showed the gumption to use a young woman for this.
Explains Chettri, “In India, women are still used to endorsing soaps and shampoos but not technology as stereotypes still exist.” Agnello Dias, chairman and co-founder of Taproot, the agency behind the campaign, says: “Sasha is right and she is both loved and trolled at the same time for breaking stereotypes, but there is little doubt that the campaign has embedded Airtel's ownership of 4G in the public consciousness. While the campaign has resonated strongly right through several SECs, it has allowed the brand to own 4G like no one else.”Read More.
No comments:
Post a Comment