Telecom brand Airtel has rolled out a campaign for its brand new 'value added service' portal. The campaign, conceptualised by Cartwheel and produced by Corcoise Films, aims to create awareness for the brand's value added services that consumers can access by dialing '56789'. The campaign consists of three commercials, titled 'scaffolding', 'shortcut' and 'magician'.
The first film titled 'scaffolding' opens with a young man taking photographs on the terrace of a building surrounded by scaffoldings. Immersed into his photography, he moves backwards, accidently pushing his cell phone over. His phone falls on the parapet below. Overwhelmed, he climbs down the scaffolding and reaches the parapet. Immediately, the scaffolding breaks and falls off, leaving him stranded. He dials '56789' on his phone and hears a joke that makes him burst into laughter.
The second film, titled 'shortcut', shows a man driving his car stuck in traffic. He finds a narrow lane and turns into it. At the end of the road, he sees huge concrete pipes in the way. Irritated, he decides to turn around, only to find a truck emptying boulders behind him, completely blocking the exit. Knowing that he's stuck, he dials '56789', listens to the 'Lungi Dance' song and relaxes.
The third film, titled 'magician', shows a magician rehearsing for his show and giving instructions to a young girl. While talking to her, he trips from the stage while the girl is trapped in the equipment. Worried, she tries to call him but it bears no fruit. She then dials '56789' and listens to her daily forecast.
The TV campaign will be supported by print and radio.
Watch the Shortcut Film here.
Watch the Magician Film here.
Campaign Lead from Airtel Mohit Beotra - Chief Brand Officer, India
Creative agency: Cartwheel
Creative Lead: D. Ramakrishna
Director: Prasoon Pandey
Media Agency: Madison
Updated Date: Dec 21, 2014 04:36:15 IST