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.

Comments

Impatient Ones said…
Hi,

Thanks for reviewing the campaign in detail. Glad you liked it.

Airtel has also launched an online campaign for the same profiling the lives of four young achievers.

You can check it at -www.impatientones.com

You could also check out our communities at
http://www.facebook.com/pages/ImpatientOnes/60387932025?ref=nf
http://www.orkut.co.in/Main#Community.aspx?rl=cpp&cmm=81054389
http://www.youtube.com/user/TheImpatientOnes

Leave us your feedback, would be great to know what you think.
April 29, 2009 at 10:35 AM
Post a Comment

Popular posts from this blog

SBI Life Insurance

-
Creating the “pull” in Life Insurance Insurance has a very strong sales focus. There are other financial services like mutual funds where people themselves take the initiative and contact the companies or agents. But for life insurance, invariably the buyer is never the initiator. The agency model of life insurance companies involves a number of insurance agents who work under a sales manager. These may be house wives, retired people or even professionals looking for some extra income. Their job is to contact people, understand their specific needs and offer a customized insurance plan to them to cater to their needs. Needs could be a) Retirement planning b) Protection against untimely death c) Saving for future children’s needs d) Saving a lump sum for an event like buying a house ect e) Investment option for superior returns ect. These needs are there for every one of us. But it is the insurance agent who makes us realize them. This realization is the first step towards
Read more

Santoor Soap

-
Image
Challenging Unilever: Santoor Soap Santoor is now the number one soap brand in South India (Market Share of 15.1% by value) At the all-India level, Santoor continues to be the third largest soap brand with a 7.5% value market share in the first quarter of fiscal 2009-10. Target Audience: Women, over 25 A typical Santoor woman is someone who is between 25-35, is married and has a young daughter. She is aspirational towards her career and is typically shown as an achiever. Despite being married and having a daughter, she is someone who still wants to look good and young. "Mistaken Identity" is a common theme in Santoor Advertising, where the 30+ female protagonist is mistaken by others as someone in her early twenties because of her younger looking skin. She is shown as someone who is modern, confident, forward looking and at the same time a believer a Indian values and traditions. Benefits Sought: Wants to look young Consumer understanding : The key
Read more

Aircel- Save Our Tigers

-
Image
Aircel- Save Our Tigers: Social Campaign or Marketing Campaign? Aircel is running a campaign to create awareness about the depleting tiger reserves in the country. It has partnered with the World Wildlife Fund India and made a portal which talks about the issue. The campaign includes a series of commercials which raise awareness about the fact that there just 1411 tigers left. The campaign also includes commercials which feature Aircel brand endorsers like Dhoni, talking about the issue and exhorting us to "Join the Aircel- Save Our Tigers Initiative"  . The ads highlight very prominently Brand Aircel and the portal made for the cause-   www.saveourtigers.com . The portal, again features Brand Aircel on the landing page. The campaign also has a Facebook Page, which is based on a character Stripey the Cub.  The Facebook had as of 27th Feb, almost 2 Lakh fans. What on paper seems like a Social Campaign, is infact a very innovative and
Read more