A little birdie has been chirping a lot lately. His last 10 tweets read — He’s happy, sad, smiling, smirking, peeing, watering plants, leching, eve-teasing, drooling, sleeping (told his friend to tweet on his behalf moment he’d hit the sack).
He obviously has an overwhelming need to tweet his every move, but his phone still belongs to the Stone Age (sans GPRS/WAP). Now, Airtel plays the savior and lets him tweet through the Web-enabled phone via SMS.
For the new campaign (tweet on SMS), Airtel has made an assumption. As human beings, we have an innate and instant desire to express our feelings — you think, you tweet. You can’t think, still tweet about it. The thoughts should be shared as soon as they occur. Airtel’s three-ad campaign is centered around the very thought of ‘whatever you feel, share it right then.’ Airtel’s new tweet — If you can think, we will publish instantly.
The three campaigns have three loners in them. So, all they can do is to think (apart from sky-diving, hitching a ride, and strumming strings). But, whom do they share their brimming thoughts with? Airtel, which in return, publishes the tweets.
HITCHHIKER
A young guy is sitting at the back of a pick-up truck. (Probably, thinking about his next tweet). He’s got a backpack on his lap. The landscape is blurring past — trees, mountains, the electric wires that form progressive patterns of parallel lines. After few moments, the vehicle stops. The guy gets down and waves at the guy who had just given him lift. The guy sits on the roadside, next to a pole, alone (remember he’s a loner?). He looks almost contemplating. Still worrying what his next tweet will be — it’s been 7 minutes since he has updated his tweet. He lifts his thumb and looks at it. And then, his face breaks into a smile. Finally, he’s thought of a tweet: My thumb just gave me 15 kms.
GUITAR
A gorgeous girl at a very picturesque location (half the communication done) is sitting by the lake, next to a lone tree, on a small lone rock. She’s all alone and has only a guitar for company. She adjusts the keys of the guitar. Her delicate fingers fiddle the strings. She hits a note, and then stops. A moment of silence. And then she breaks into a smile. Tweet: E Minor is helping me get over my boyfriend.
SKYDIVER
Film opens inside a small plane — a skydiver getting ready for the dive. The guy adjusts his belt, puts on his goggles, stands at the edge and takes a deep breath. He jumps and the force of the wind throws him of the trajectory. Cut to the skydiver’s face in the air and one can see he’s ecstatic, enjoying the moment. His cheeks are pulled up by the sheer force of the wind.
Tweet: Getting a facelift at 11300 feet.
The best part about the campaign is there’s no voiceover. Since, it’s about thoughts and sharing them instantly, the three campaigns build the proposition clearly and aesthetically without much blah, blah.
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