Celebrities sell products. Here the celebrities become the product.
Bharti and JWT (Creative Agency) had roped in 10 celebrities as products to advertise Airtel Digital TV. But sadly, they are not seen as products by the target. I keep hearing the same comment from wannabe consumers : “why do they spend so much money having so many celebrities for this ad” Boom down goes the concept. Nevertheless it makes a ‘cluttered’ impact ;)
Just to take you through the commercial… here is the flash back – swaying and fading out monotone TV ad of Airtel… Madhavan and Vidya Balan accompany yet another business executive in a luxury car to his home. Cricketers Zaheer Khan, Gautam Gambhir and a few other sports icons (and who are they..?) welcome the dad of a 5 year old into the lift. As he reaches his house, the door opens to reveal Kareena Kapoor. Rahul’s wife makes an appearance and ushers him in, where AR Rahman plays piano. And Saif Ali Khan is there to welcome him too.
Now the big question : Is ‘Digital’ TV all about cine and sports celebrities? Give us a break.
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
Tuesday, October 21, 2008
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