This is from a news article in Hindu Business line.
Brands often lose their way when their communication deviates from a
tried and tested property just to be different. This is not a
situation that cannot be salvaged, though.
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Whenever you are stumped to find a solution at present, just look
backwards. You just might find your pot of gold.
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The Airtel campaign carries that familiar signature tune composed by
A. R. Rahman.
I recall a famous Tamil film song penned by the immortal lyricist
Kannadasan, when translated, reads as follows "Feet that stray from
the right path don't reach the destination." And yet, I believe it
is possible for people and brands to get back on track with a little
introspection.
Brands stray when they try to be different for the sake of being
different. The desire to be different is pretty common in
advertising. And this desire to be different usually means a break
from the past.
If only the agency were to listen to the "echoes" of the past - a
term that the famous advertising person David N. Martin (the founder
of the Martin agency) was fond of using - it could build on the
framework of the past, rather than create from scratch.
Rahman resurfaces for Airtel
Airtel is an amazingly successful brand. It has very visible
advertising, with a fairly high share of voice.
As mobile services are an extremely competitive (cut-throat?)
category, there are a number of advertising renditions that happen.
One of the most interesting ones for me as a consumer was the one
with A. R. Rahman in Hyde Park, was it, playing with an assortment
of musicians even as an adoring recording artist listens to the
music that is carried through Airtel mobile's service.
Well, I know that I can't be exactly objective about A. R. Rahman
but it was a brilliant track. Airtel had integrated this piece of
communication, making it a fairly popular ring tone. Every second
Airtel user had this ring tone and enthusiastic guys even used it in
their cars as they reversed.
I am not sure if Airtel has been using this tune in all its
advertising. Some of its schemes like Rs 199 set in paan shops and
barber saloons certainly did not.
But I was pleasantly reassured to see the Airtel music shop
commercial with a predominance of red (the Airtel logo and colours)
and Rahman's music track again - in the forefront where it belongs.
Its other black-and-white commercial too which is on air, which I
shall refer to as the `Berlin Wall,' commercial has a strand of this
music as it ends.
I will not forget A.R. Rahman
Indians love music. It's one of the great unifiers of this diverse
country. Music too provides a great "opportunity to hear" if you are
not in the same room as the TV set.
Airtel's music track has the force to be a `brand property' if it
isn't already. Titan has had the same music track for a small matter
of 19 years. I remember the commentator David Lloyd asking errant
bowlers to write 100 lines - "I will not bowl short to Ricky
Ponting." I am sure bowlers would do well to remember this as well -
"I will not bowl on Rahul Dravid's pads" and Airtel's agency would
do well to memorise this: "I will not forget A.R. Rahman."
And I wonder if it is politically correct for me to write about this
interesting call I received from Hutch saying that it had an
unbeatable offer for Airtel's privileged customers. This deserves
another column so I should desist for the present. Ashes to ashes,
dust to dust, if Airtel doesn't get you then Hutch must!
source:
http://www.thehindubusinessline.com/catalyst/2006/04/27/stories/20060
42700050200.htm
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