Campaign India Team
Feb 09, 2015

Kids trick dads into favouring them in Airtel's myPlan Family

Watch the ad films conceptualised by Taproot India here

Airtel has launched two TVCs to announce the launch of 'myPlan Family', the network provider's postpaid offering which allows users to customise their postpaid plan depending on their phone usage. The ad films have been conceptualised by Taproot and they went on-air on 6 February.

Both the ad films work on the principle of children being nice to their fathers in hopes of being favoured in the father's postpaid myPlan Family.

The ad film titled 'coffee', begins on a pleasant sunny morning as we see a young boy bringing his father a cup of coffee in a cup that reads 'world's best dad'. His father is both visibly delighted and surprised. The boy's mother looks on, smiling, as though in collusion with the boy. The voice over describes that the intention is to make fathers happy so that they can make you happy in return by sharing their postpaid plan generously with you. The film ends with a brand sign off.

Following the theme as in the first TVC, the second one titled 'pizza', shows a father daughter equation. The ad film shows a family comprising a father, mother and their young daughter out for lunch. The last slice of pizza remains and the mother moves the slice onto the daughter's plate. The daughter, in turn, shifts it to her father's plate offering the last slice to him despite his efforts to return it. The gesture appeals greatly with the father as he is seen happily eating the slice as the mother and daughter exchange looks of having successful in their plan.

The campaign will straddle outdoor, radio, cinema advertising, on-ground initiatives and web media in addition to TV.

Credits:

Client: Airtel
Creative agency: Taproot India
Chief creative officer: Agnello Dias
Chief brand officer: Mohit Beotra
Director:Ram Madhvani
Production house: Equinox
Media agency: Madison
Digital agency: Webchutney

Source:
Campaign India

Related Articles

Just Published

15 hours ago

India dazzles at Campaign Asia-Pacific’s Women to ...

Three Indian women shine among 34 trailblazers transforming Asia-Pacific’s marketing and communications landscape.

18 hours ago

Streaming TV: Advertisers' new go-to for engaged ...

Magnite’s latest research highlights its impact on ad recall, trust, and purchase intent, offering new possibilities for brands in India.

19 hours ago

The sound track to successful digital marketing ...

From fusion music to personalised playlists, the right music selection will be the key to success of digital marketing campaigns in the near future, says Hoopr.ai's chief marketing officer.

20 hours ago

How click-to-chat ads on Whatsapp are transforming ...

A closer look at how brands use WhatsApp Click-to-Chat ads with AI bots to boost engagement, streamline campaigns, and drive personalised, data-driven marketing.