AIRTEL : Har Ek Friend Zaroori Hota Hai
Target Audience :
Youngsters, College-going population
Objectives:
Youngsters, College-going population
Objectives:
- Establishing a brand image which is vibrant, young, trendy, hip and keeps friends connected
- Penetrate the rapidly increasing target segment of college going youth
Ad Analysis:
This advertisement campaign of Airtel “Har Ek
Friend Zaroori Hota Hai” really catch the today’s youth sentiments and
positioning amongst the brand airtel in the most vibrant and happening target
segment. This advert by Airtel “Har Ek Friend Zaroori Hota Hai” is the
best example how to deliver needs of communication, react on them and engage to
Gen next. Gen next is more caring about their likes and ever ready to share and
help, this is the fact of changing India. And how fast today's marketer
reacts to these change agents will decide the brand success.
This
advertise “Har Ek Friend Zaroori Hota Hai” stand out strongly and connect
youths to brand airtel very instantly. Somehow airtel manage to gather
attention around their Brand after long time. The simplicity of “Har Ek Friend
Zaroori Hota Hai” lies in its small punches which were integrated smartly.
The brand positioning has already achieved their targets, airtel wanted
something extraordinary to connect them directly to tomorrow’s decision maker. It also utilizes music and images from
everyday student life with friends making it appealing to college students.
This advertisement features the Gillette champions
-- Tiger Woods, Thierry Henry and Roger Federer. The commercial is called “Today” and all the three Champions explain how important it is in their professional and personal lives to ‘Be
Your Best Today’. The advertising campaign exploits the influencing power of brand ambassadors.
The Gillette ‘Champions’ are Roger Federer (No.1 Tennis Player), Thierry Henry
(No.1 Football Player) and Tiger Woods (No.1 Golfer). The advertisers try to use the concept of transference or association to
enhance the image of their product and brand. The attributes of quality, performance and excellence exuded by these personalities are projected onto the product and the brand. This builds brand image and a favourable attitude towards the new
product.
A sense of polish and “class” underscores the entire advertisement. It plays on the viewers’ “feel-good” sensations. The advertisement comes across as smooth and urbane.
However, it does feel as if the advertisers are trying to hard by roping in three brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement that does not feature them. But, there is something called too much stress on the influence of brand ambassadors.There seems to be little relevance amongst the slogan, the advertisement and the product. Gillette may be the best a man can get, but how does that help the
A sense of polish and “class” underscores the entire advertisement. It plays on the viewers’ “feel-good” sensations. The advertisement comes across as smooth and urbane.
However, it does feel as if the advertisers are trying to hard by roping in three brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement that does not feature them. But, there is something called too much stress on the influence of brand ambassadors.There seems to be little relevance amongst the slogan, the advertisement and the product. Gillette may be the best a man can get, but how does that help the
‘Champions’ in their respective sports? Form a logical standpoint, how does the
new razor blade assist the players? The audio of the advertisement bears little or no relevance to the advertising
message. The advertisement talks about focusing on the present, but says nothing about the new blade. Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite of the drawbacks of the advertisement.
message. The advertisement talks about focusing on the present, but says nothing about the new blade. Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite of the drawbacks of the advertisement.
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