Airtel Digital TV featuring Saif Ali Khan
For a minute, imagine you’re a creative bloke, working at an advertising agency, and you’ve been given the brief – Airtel Digital TV is all about clear picture quality, say it in a way so that everyone queues up outside Airtel stores. What would you do? At JWT, India, this is what they came up with.
The new Airtel Digital TV ad Dil Titli Sa featured by Saif Ali Khan is a refreshing take on the product and subject. The background score ‘Dil Titli Sa’ is an instant hit with people – heard folks humming it in the elevator, in a line to buy tickets, at the grocery store and so on.
The ad is a pun on the typical hay days of Bollywood locket-love story, with a surprisingly mischievous twist at the end – the part that I enjoyed most.
The idea of picture clarity has been extended online with a little quiz that pertains to the TVC. If you answer all the questions correctly, you can download the TVC. That’s a bit pointless, nonetheless, the ad has generated quite a bit of buzz.
From what competitors are doing, this commercial clearly stands apart and connects instantly with its cuteness factor. How this will affect sales and preferences is the question now.