Airtel Digital TV ads:
Airtel Digital TV started with the “Come home to the stars” ads where all celebrities such as Bollywood superstars Saif Ali khan, Kareena Kapoor, Cricketers such as Zaheer Khan and Gautam Gambhir and Music director AR Rahman. They tried to say that with Airtel DTH TV, you will get all these genre of channels.
But isn’t it stating the obvious. Any TV, cable or DTH, provides these channels.
Let alone the positioning, even the USP of the Airtel DTH TV isn’t mentioned.
Tata Sky has USP of “Recording feature”, BIG TV competes on ‘cost’ but Airtel TV doesn’t have any such feature.
Presently those ads too have stopped and the new ad where the small girl asks her parents whether she can bring her friends in their bedroom. And it ends with all cartoon characters in their bedroom and the ad saying that all types of cartoon, animation and games are present on Airtel DTH TV. The previous ad was on such a magnanimous scale and this ad just flatters to deceive. They should have continued with the old ad compared to this one.
The child in the present ad doesn’t serve any purpose because they are not the influencing factors while purchasing the DTH platform since they do not know the difference between cable and DTH TV. They just know the various cartoon channels such as Hungama TV or Cartoon network.
Moreover even if they try to influence, present day parents will not succumb to it because they know the ill effects of exposing the children to TV at such a young age. And Tata Sky gains a slight edge here because it tells the parent that they can record the cartoon for their children while they study and then for a particular period the children can watch TV. It’s like a win-win situation for both, child and parents.
The latest Airtel digital Ad (as telecasted on 9th May 2009) does what the two earlier ads could not do. They are showcasing their USP which other DTH providers do not have and that is, a single remote for both the set-top box and TV set
However the execution of the Ad isn’t very good. There has to be more focus on the feature of a ‘Single remote’
Airtel Broadband Ad:
The latest ad clearly positions the Broadband Service for the target market i.e. the ‘Young’ person. They are tapping on the ‘Impatience’ of the young people who can clearly relate to this attitude.
16Mbps speed for Airtel Broadband v/s 2Mbps speed of BSNL Broadband differentiates it and gives to the customer that feature which is critical for comfortable surfing of the internet i.e. the ‘Speed’
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