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Airtel gets users to shake their phones for getting deals

Taproot Dentsu has created the new campaign for the brand, which is a creative execution based on the premise of ‘sound of savings’

BestMediaInfo Bureau | Mumbai | May 6, 2015

Click on the image to watch the TVC. Click on the image to watch the TVC.

Bharti Airtel has launched a new campaign for Airtel prepaid users. As part of this, customers will now be able to avail a host of offers by shaking the ‘My Airtel’ application window on their mobile phones. The new TVC is a creative execution based on the premise of ‘sound of savings’ and has been created by Taproot Dentsu.

The television commercial features a montage of people from all walks of life who are shown shaking their phone and celebrating. The film delivers a simple message in a joyful and interesting manner. The overall proposition – ‘Bachat ki khunn khunn’ or the sound of savings is what you will hear if you are a My Airtel App subscriber.

Agnello Dias Agnello Dias

Commenting on the thought behind this film, Agnello Dias, Chief Creative Officer, Taproot Dentsu, said, “The product in this case literally dictated the idea. The fact that one can actually, simply shake the phone (post downloading the app) and get incredible, not-available-anywhere-else offers was only one jump away from using a colloquialism to good effect.”

“The sound of money/ savings/ earnings turning every phone into a money box sat perfectly within a true local phrase, ‘Paison ki Khunn Khunn’ (the jingle of money). And that’s how the script was born with an infectious music track to boot,” he added.

The longer edit of the film will be split into several 30 second TVCs.

The TVC:

[youtube]https://www.youtube.com/watch?v=EKCJmYSfNXM[/youtube]

Credits:

Client: Bharti Airtel

Agency: Taproot Dentsu

CEO: Umesh Shrikhande

CCOs: Agnello Dias, Santosh Padhi

Writers: Agnello Dias, Apoorva Jain

Account Management: Gargi Vegiraju, Alekhya Marada

Production House: Good Morning Films

Director: Shashanka Chaturvedi

Producer: Robin D’cruz

Music: Sameeruddin

Cinematographer: Jason West

Info@BestMediaInfo.com

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