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I saw the latest “Made for smartphones” commercial for Airtel.

And I loved it. It’s got a really cute execution and has been cast well. The woman in the commercial is immensely likeable.

But I wasn’t sure that it did the job it was meant to. For a simple reason – it seemed like the execution idea overpowered the main message – that Airtel is indeed the network of choice for smart phones.

Make no mistake – the essentials are all there – a voice call indicating high speeds, reliable connectivity – and the such like.

But what makes the commercial memorable is the fact that the woman is the man’s boss @ work and then his wife; post office hours.

That’s what people will remember; it’ll be the ad with the “woman boss”.

There is nothing wrong with the principle of it – advertising should be a torch bearer for changing roles of women in India. It is a reflection of the society we live in and sometimes; an inspiration for the life people should lead.

But it should do this while staying true to it’s commercial responsibility; which; in this case; would’ve been the need to drive preference for Airtel amongst the ever increasing smart phone user base in India.
Which I am not sure it does.

Just like I am not sure that the “2nd marriage” commercial from Tanishq does the best job it should in making people consider Tanishq as well for buying their wedding jewellery.

Will people consider buying Tanishq wedding jewellery because it supports “2nd marriages”? I understand that it could appeal to women by openly supporting the concept; but is that the most compelling argument?
Compared to these, from Tanishq? –

http://www.youtube.com/watch?v=wg_As8OycpY

http://www.youtube.com/watch?v=tToWgepHAJY

http://www.youtube.com/watch?v=Icqk4fqWTmI

Showcasing a modern woman’s ideology is a perfectly legitimate means of appealing to women.

My question is around whether that in itself suffices as an advertising idea; like in Tanishq’s case. Or is it a conversation so overpowering that the main message could get lost; like in the case of the Airtel commercial?

There are many brilliant minds behind both the campaigns I’ve mentioned. And there must definitely have been countless hours spent on strategy and creative execution to think through and iron out these issues. And hence my assumption is that there is enough evidence in place to indicate that my concern is misplaced.

It’s just that I don’t see it.


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