Conceptualized by Taproot Dentsu, Airtel’s new campaign which was launched yesterday showcases the 4G girl, Sasha Chhetri, trying to take a holiday from 4G instead of challenging consumers to take the speed test
BestMediaInfo Bureau | Mumbai | March 16, 2016
For a better part of last year, the Airtel 4G commercials dominated screens with a fresh-faced, young, peppy girl urging consumers to take the Airtel 4G ‘Challenge’. Trying to express the features that the network has, this girl became a popular face. Sasha Chhetri, the ubiquitous Airtel girl, has become synonymous with the launch of 4G in the country. Loved, trolled, debated and discussed in equal measure, she has gone on to become one of the most salient brand advocates of recent times.
After a gap, the Airtel 4G Girl is back in a new avatar starting yesterday as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri went on air yesterday during the India-New Zealand match of the ICC World T20 Cup.
It is a bright, brave campaign from a brand of this stature and drives home the underlying message that Airtel 4G is not only fast but available in more parts of the country than one would think. Airtel has led the proliferation of 4G services in India and has the widest 4G footprint in the industry with services available in over 350 cities and towns across India.
The campaign, which has been conceived by Taproot Dentsu, will have a total of five films, each one different from the other in terms of the visual beauty of the location. It will have support legs in Outdoor, Print and Digital medium which will play a big role in delivering the message to the online audience, in particular the youth.
On the new campaign, Rajiv Mathrani, Chief Brand Officer, Bharti Airtel (India & SA), said, "Airtel’s 4G campaigns have redefined communication around high-speed mobile data services and the brand has powerfully surged ahead. With the expansion of Airtel’s 4G network across India, the campaign showcases the network in some of the most picturesque locations and is delivered in a casual yet persuasive tonality. We will see Sasha in a refreshingly new avatar as she continues to build a strong youth connect for Brand Airtel."
Agnello Dias, Founder & Chief Creative Officer of Taproot Dentsu, said, “We have seen a lot of the Airtel 4G girl in recent times. And she has powerfully built the 4G association with Airtel. We thought it would be great if we could take a cheeky look at her ubiquity. So this time, instead of continuously advocating the brand, we have taken a different spin on her character while driving home a strong network message.”
The brief was to communicate the broad network spread of Airtel 4G. On asking about the challenges faced, Dias said, “Largely physical and geographical and logistical as it was tough shooting in so many remote places in so short a time. It is nice to see the brand extend its 4G speed to a network spread across India. So, it's been an interesting build on a great 4G launch.”
India is witnessing explosive growth in the mobile data category. As the 4G device ecosystem matures, and 4G enabled handsets are available at affordable price points, high-speed data services are expected to see considerable uptake across India.
Speaking about how the idea to do a “spin” on Sasha’s personality came up, Dias said, “We thought it would be interesting to take a tongue-in-cheek look at the omnipresent 4G girl and communicate network. So the network now precedes her even when she's taking a break.”
Team Airtel: Rajiv Mathrani, Brand Head; Navin Shenoy, GM, Brand Marketing
Creative agency: Taproot Dentsu India
Chief Creative Officer: Agnello Dias, Santosh Padhi
CEO: Umesh Shrikhande
Writers: Agnello Dias and Pallavi Chakravarti
Account Management: Gargi Vegiraju, Alekhya Marada, Sana Patel
Art: Santosh Padhi, Durvesh Gaikar, Rutuja Mali
Directors: Ram Madhwani & Nitin Parmar
Original Composition: AR Rahman (Airtel tune)
Production: Equinox Films
Producer/Executive Producer: Manoj Shroff and Sia Bhuyan
Media agency: GroupM
Creative Digital Agencies: Webchutney & Interface Software Solutions