Airtel Ad Analysis (Har Ek Friend Zaroori Hota Hai)


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Airtel Ad Analysis (Har Ek Friend Zaroori Hota Hai)

  1. 1. Airtel – AdAnalysis Team Lukas Arpit Raj (IM-039) Nakul Patel (IM-092) Vishnu Sudhakaran (IM-191)
  2. 2. • This ad is based on the STP model which explicitly segments the target group i.e. the youngsters (age group of 18-30yrs). • Ad connects to the youth almost instantaneously• Thus, it has targeted the age group that uses the maximum voice and data-services.• Airtel is positioning itself among its audience as a way to connect to and express the human emotions and relationships. • Even the past ads of Airtel have been emphasizing on same lines as – “Express Yourself” and “Dil Jo Chahe, Pas Laye ”Airtel – Ad Analysis
  3. 3. • This ad focuses on the Airtel as a brand rather than any particular telecom service or product. • This ad does not target any particular telecom facility but projects itself as a strong medium to connect to your friends. • This ad simply tells the TG that Airtel as service provider is the best option they have • This advertise stand out in all telecom ads as it does not directly attack the competition and focuses on building brand Airtel solely • This ad attempts to strongly position itself in telecom market as a strong brand-preferenceAirtel – Ad Analysis
  4. 4. • “Har Ek Friend Zaroori Hota Hai” talks about how every friend serves a special purpose, similar to different Airtel services • Lazy Friend  Easy recharge & online bill payment • Proxy Friend  Career Guidance • Kadkee Friend  Talktime transfer • Status Update Friend  Update FB status• In short, Airtel suits the need of everyone with its plethora of services!Airtel – Ad Analysis
  5. 5. • Although, Airtel Ad is simple and has a potential to stick with people, but… • The message is hazy – Not everyone can understand the implication of each friend as a service in one view • The specific services can be seen only after visiting the Airtel website • It doesn’t even highlight fast-growing services like 3G • While the youth can connect with this ad almost instantaneously, same is not true for all the age groups; it even misses the business class people which is a valuable TGAirtel – What we think…
  6. 6. • Major competitors for Airtel are – Vodafone, Idea, Reliance and Docomo • Airtel v/s Vodafone • Unlike Airtel, Vodafone has been segmenting it’s target groups based on services rather than age group • Super Zoo-zoo for 3G, Game ad for entertainment services and so on. • Vodafone also focuses on human relations like Airtel to lure in the customers but targets people from all age group. • Ex. Vodafone’s “Happy to Help” ad • While Airtel’s take on friendship is “peppy & trendy”, Vodafone is more conventional making a viewer reminisce about his or her childhood daysAirtel v/s Rest
  7. 7. • Moreover Vodafone ad’s have a shortcoming – they are difficult to comprehend for semi-urban and rural customers • Airtel v/s Idea • Recently Idea ads have largely been focusing on the 3G service which has made it’s ads monotonous • Airtel v/s Reliance • Reliance ads have a touch of simplicity where they explicitly focus on services provided and is more of 4P oriented modelAirtel v/s Rest
  8. 8. • Airtel v/s Docomo • Docomo ads have been service and customer oriented with a pinch of humor to them • It’s earlier ads “Keep it simple, silly” have been specifically been targeting on services and the current “Idli” ad shows it’s dedication towards the customersAirtel v/s Rest
  9. 9. The End!