Airtel goes the Bollywood way

From glamorous stars to long-lost childhood sweet hearts — Airtel has done it all.
Airtel DTH was launched in October 2008 with an ad which featured a host of celebrities.
At that time, the proposition was to offer magical entertainment and to dramatise the TV viewing experience. Airtel then conducted  a research to figure out which feature could be the next driver and that’s how it zeroed in on ‘clarity’.

The new ad for Airtel Digital TV tells the story of two childhood lovers who are separated as kids and  how Airtel Digital TV’s picture clarity helps the boy find the girl years later.
Searching for lost love is the theme of this ad titled ‘Dil Titli’.

The picture is so clear that you can catch every detail — that was the one line brief given to JWT, the agency that has worked on the campaign. “What you can’t catch in real life, you can it with Airtel Digital TV was the brief given to JWT,” says Chandrashekhar (Chandru) Radhakrishnan, head, brand and media, Bharti Airtel.

The ad has consciously followed the feature film approach and has all the elements of a Bollywood flick — flashback, songs, twist and drama. Chandru says there was no better way of telling a story in India than Bollywood.