Guess BigTV got a nice answer of spoofing Airtel’s teaser by this new ad of Airtel Digital TV. Well, if I have to describe this ad in one word, I will say it’s BIG, it gives the impression of being big, being colossal. What an irony, isn’t it? BigTV kept on insisting “Ho toh BIG ho” through different creatives and through different properties…but the imagery of being big got very subtly and beautifully established by Airtel with just one television commercial featuring 10 popular celebrities! And the interesting noticeable point was that the celebrities are not used as endorsers rather they are shown as representative of different properties of the product. After a long time I think celebrities have been utilized in a very interesting and different way, else most of the ads these days just take celebrities for the sake of featuring celebrities and there are quite some examples of multi-starrer ads where not even one celebrity was required. But in this ad, the celebrities totally fit in the concept and the message gets communicated clearly. If I’m not wrong this is the first Indian ad featuring 10 popular celebrities.
The ad features a normal guy Rahul who is being welcomed as soon as he is out of Airport with “Welcome Rahul” board, it shows some Kathakalli dancers, then Sudha Chandran in her “K” serial avatar, comedy icon Raju Srivastava, youth icon VJ Ranvir, some cartoon characters, movie celebrities like Vidya Balan & Madhavan, sports stars – Zaheer Khan, Gautam Gambhir, then sizzling Kareena Kapoor opening door for him at his home, A.R.Rahman on piano and finally Saif Ali Khan waiting in his living room, all these characters having only message “Welcome Rahul”, come home to the magic. Wonderful execution! All these celebrities representing different genres and varied categories give a well-structured impression of WHOLESEOME ENTERTAINMENT & COMPLETE FUN. Here is the youtube link for those who have not seen the ad till now:
Overall, I liked the central theme as well as the execution style of the ad. And guess the whole effort of picking up Red Sofa by BigTV resulted nothing as in its main advertising, Airtel has not used that Sofa at all 🙂. Good work by JWT! Now lets see if next ad from BigTV is a spoof on “Welcome Rahul” :O
BTW just an afterthought – I’m wondering why these two new DTH players are competing against only each other (atleast in advertisements) and not with the already established players like Tata Sky and DishTV?