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.