This post is a reaction to the promotions being run by various telecom operators in India, in these times of the Cricket World Cup, as compared to Vodafone, which is enjoying sponsorship-earned rights and airtimes through CWC ’11.
Let us take up the various operators and see what all they have been upto:
Idea pulled off a minor coup when they were able to bring on all previous 6 world cup winning captains for the promotion, with a classy ad talking of “keep cricket clean“, even though the concept didn’t really connect to Idea as much as they would have wanted.
They followed up in with a series of promotionals, guised around a reporter asking interview questions to the skippers about various cricketing issues, with an effort made at times to also showcase the service quality of IDEA. The script of the ads are pretty scratchy, and not exactly coherent in weaving cricket, IDEA and the captains into a common thread, and is comic at times. They might still achieve some recall based on the absurdity, and repeated mention of the No Idea, Get Idea chant. But after tastefully designed ads filmed on Abhishek Bacchan, this series leaves a lot wanting.
The following is one of the series:
Compared to Airtel though, even Idea ads seem good. Airtel has recently launched a campaign featuring badminton star Saina Nehwal. The only connect to Airtel in the long-ish ad is that the ace shuttler turns around at one point towards the end, and shows Airtel logo on her phone. Ever since they have gone for rebranding, Airtel has failed to come up with good campaigns, and in my view their new tagline : dil jo chahe paas laaye does not really work wonders. Everyone knows that cellphones connect people better, there is nothing special that Airtel is doing about it. (Couldn’t find the link to the ad yet, neither on YouTube nor on afaqs!, will post asap)
The other, SRK ad, is better scripted and has a connect with cricket, which is always an ideal case scenario for our country. The concept of ‘Score kya hai‘ was something that everyone could associate themselves with. Here it is:
Vodafone, with its extra licensing rights as well as airtime access during match telecast, has carpet bombed the telecast with its ‘super-zoozoo’ ads which project 3G as the technology of the future, being better, faster and more capable than the existing 2G system. Zoo-zoos have always been a strength for Vodafone. They initially used them in IPL 2 to talk about their value-add services, and now are being used to present the 3G launch.
Track the ad here:
I think it is fairly obvious that the pull factor of Vodafone ads is way better than those of Airtel and Idea. And the point to note is that Vodafone as yet has not used any licensing creative rights from CWC for its promotions. And Airtel and Idea, both of which generated pretty awesome ads in the past, have surprisingly come up with stuff which sounds quite lame, has low recall factor, and does not leave any lasting impression either.
Apart from FMCG, Telecom is the sector which is super-active in terms of advertising space across media channels, and after the world cup, even IPL 4 is sure to see major warfare again. Telecom warfare has always been interesting to track, with classy and stylish ads, new pricing innovations etc, especially in the face of launch of 3G and the dynamic growth of mVAS . It is truly a marketer’s delight to follow it. Looking forward to an exciting IPL 4 warfare.