Analysis of two Airtel Advertisements

Har ek friend Zaroori hota hai

  

SNo.	Airtel 1: Har k friend zaroori hota hai
1	Target Market Segment	Youngsters, College-going population (Age 17-23)
2	Objectives	1. Establishing a brand image which is vibrant, young, trendy, hip and keeps friends connected
		2. Penetrate the rapidly increasing target segment of college going youth
3	Creative/Positioning Strategy	Focusing on the concept of friendship to create an emotional connect with the youth
4	Message Content	Effective use of Emotional Appeal
5	Message Structure	Talking about friendship throughout and keeping the mention about the brand for the last
6	Message Format	Utilizing music and images from everyday student life with friends
7	Message Source	Message comes from the mouth of regular boys and girls next-door, no celebrity was involved

Jo Tera Hai Wo Mera Hai

SNo.	Airtel 2: Jo Tera Hai Wo Mera Hai
1	Target Market Segment	Youngsters, College-going population (Age 17-23)
2	Objectives	1. Communicating the features of the plan: Balance transfer facility
		2. Communicating the internet access feature
		3. Establishing a brand image which is vibrant, young, trendy, hip and keeps friends connected
		4. Penetrate the rapidly increasing target segment of college going youth
3	Creative/Positioning Strategy	1. Focusing on the concept of friendship to create an emotional connect with the youth
		2. Listing out various ways in which mobile internet could be utilized to connect with friends, and in the process establishing a favourable image of the brand
4	Message Content	Effective use of Rational Appeal as well as Emotional Appeal
5	Message Structure	Mentions the Internet connectivity feature in the first shot. Carries on linking the concept with friendship and mentions the brand in the end.
6	Message Format	Utilizing music and images from everyday student life with friends
7	Message Source	Message comes from the mouth of regular boys and girls next-door, no celebrity was involved
8	Any other theory relevant