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Monday, April 27, 2009

Airtel Impatience is the new life Target Group

Adding on...mood of the youth!

The more you try to analyze this campaign, the more you realize what kind of effort the agency has put in to make it "in sync" with the youth today.
• A line in the ad says...and "they" say "we" are impatient! : making a clear distinction between those who come within Airtel's target group and those who do not. The fundamental element of marketing is the STP-Segmentation, Targeting and Positioning. In that Airtel succeeds by not only picking out its target segment, designing its product (fast broadband) according to the needs of that one segment and finally positioning it for them as the answer to the emotion their target group identifies most with-Impatience. This is different from the usual telecom ads which “are meant for everyone”.
• The ad talks about an attitude which has become synonymous with India’s youth. The youth have an individual identity of their own which they are proud of and can defend it at any costs. Gone are the days when people were apologetic about what they believed in. The youth know what they like and what they feel and do not care what others think about that. At least this is what we, the youth try to show on the outside. The result is that being impatient which is considered a vice by others is a virtue which the youth proudly proclaim as their own. “Impatience is the new life” is more than just a campaign. It is a mirror on the pulse of the youth and a social trend of individuality and in your face attitude.

Saturday, April 25, 2009

Airtel Impatience is the New Life Campaign

Impatience is the new life!

Core TG: A group IMRB calls “funsters”. It is between 16-25 years old and basically consists of college students and young professionals.

Research Inputs:
  1. 11 million Internet connections in India of which five million are home broadband connections.
  2. Also, almost half of the 81 million Internet users in India are below 25 years of age
Implication: A huge majority of youth are net users but are not using internet or broadband connections. This is the group Airtel is trying to target, apart from upgrading those with "old world" slow broadband connections.

Creative concept: that today’s youth is impatient and that this impatience is a virtue that propels them to strive for and achieve more in life

Being on the verge of being out of the "Funster" TG, as defined by IMRB, I can vouch for the fact that being impatient was a trait which was looked down upon. "hamesha jaldi main rehte ho/ek saath bahut saare cheezen karna chahte ho/hamesha harbari lage rehte hai/koi kaam aaram se, dheere dheera nahin karte/etc etc, was the usual refrain which the "funster" TG has had to and still hears from parents and other people who have long passed the definition of the "funster" TG.

Rediffusion DYR, the agency for Airtel Telemedia Service has turned the argument on its head and connected with the TG by converting what was till now a vice which the "funster" TG had to live with, into a virtue, which is in fact the identity of young India, Youngistan, as Pepsi calls them.

The youth today is no longer bound by the constraints of yesterdays. They(we, actually, being technically still in the funster TG!!) want success and they(we!) want it fast. Impatience is now a virtue that propels them to strive for and achieve more in life. Impatience also transcends into apathy for the system, the politicians, the bureaucracy, in fact anyone who stands in the way of making things move.

I would say Impatience is not the new life, it has been for sometime the mood of India's youth. Its a social trend...a phenomenon. That's the beauty of advertising, using social trends to connect your target group with your product or service, which is in this case, Airtel's broadband service, which exemplifies the freedom from long impatient waits we all have had to suffer due to slow net connections. A perfect 10 to Airtel and Rediffusion DYR from punchlineexpert!