Ad Slogan for Airtel-Express yourself.
Any person if asked what should be the punchline for a telecom services ad, would probably come up with phrases like better connectivity, better schemes etc. But campaigns like Hutch and this one by Airtel go on to prove that creativity in India is not definitely not dead.
A TVC usually focusses on price and features but its a completely different experience if they strike a chord with your feelings.I know that sounds cliched but what this commercial manages to do very effectively is pleasantly surprise you with amazing black and white visuals which convey the essence of the visual in one word when you probably expect some visuals from different corners of the country depicting wide coverage etc.(Reliance -door hoke bhi pass hai..../Sehwag ki Ma...and BPL ads). And to top it all, A.R.Rahman’s score and Voila!you get one of the best commercials to be aired in a long while.
The opening scene shows a bride with tearful eyes and the line says ’’Say yes’’. Another visual has a kid praying and the tag line is ’’Be heard’’.
We have heard about different modes of expression but the way theu have innovatively shown all the different nuances of the term -expression thats admirable. No unnecessary graphics, no loud and blaring music and absolutely no exaggerated gestures.
The commercial conveys the message in a subtle and effective manner.I know I have focussed more on whats not there in the commercial but thats simply because I am tired of the same cliched ideas being aired. This is refreshingly different.
Kudos to Rediffusion DY&R!!