Airtel rightly captured the aspirations of young couples through its two campaigns : Vidya Balan & Madhavan in the role of the lead protagonists ,and other with Saif Ali Khan & Kareena Kapoor. After then it added some emotional value around the brand through the couple by Saif’s expression of “I miss you it hurts”.
Although Tata Indicom, Hutch(now Vodafone) through Irfan Khan & Reliance – wanted to capture this market with its communication of low price. Airtel has been among the exceptions to this rule. People in today’s world value romance and relationships which Airtel has understood well.
Reliance , Tata Indicom ,BSNL,MTNL, and Idea – have not built strongly cohesive & consistent advertising campaigns.They have focused on other features of their services or specifications & prices of handsets.
Idea Cellular has achieved a substantial degree of awareness and Image connect by using Abhishek Bachchan in its advertisements.