Branding -Positioning-Advertising

The recent Airtel Commercial where a grandson meets his grandfather is a perfect blend of emotions and benefits. If we read the book “ Ogilvy On Advertising” written by David Ogilvy he says about the commercials which has above average performance in making customers shift brands. In that he lists commercials, which gives fun, testimonials, product usage, emotions etc have the capability to shift Brand preference. Generally emotions are used in cases where you can’t explain the benefit of a product like cigarettes, beer etc. Here in this new Airtel commercial the emotional distance between the grandson and grandfather is broken by the network coverage capability of the airtel network. If we closely watch, the grandfather’s residence will have a village set up which shows the network extension of Airtel to even villages. It also suits the Indian culture and current trends of Indian families where the modernization and lifestyle has lengthened the road of emotions but a parents mind a...