Hutch as a brand as always been able to create a gap between itself and Airtel (its closest GSM based rival in the telephony business). What actually can differentiate a brand in the B2C segment is the kind of communication it uses. I used to enjoy the idea ad which came out initially, particularly found its tune to be really cool. However this new series of ads from Hutch really surpasses the standards set in the market.
Just look at the brand communication till date. From the time they actually popped up with their teaser campaign in delhi saying ’Hi’ to their sending out sweets with the bill. The effort to make the customer feel special has always been there. I like the fact that they don’t use any supermodels or actors in their campaigns at all. This ad with the kid and dog is special. There is always a special connection between a dog and his master. Hutch works that angle and the emotions involved beautifully. They could have easily gone ahead and talked jargon but they didn’t and thats what makes Hutch so special. The customer centrcity and the attention to detail is exemplary. The settings in the ad too are really well chosen. Simple but gets the point across. They have the best network coverage around in the NCR area and what better way then to depict the close relationship between a boy and his pet dog who follows him all over.
Brilliant ...simply brilliant.