Expressing myself

Earlier Airtel ads used to focus on one superstar(from Shahrukh to Kareena to Sachin) endorsing the brand. Those ads never had a lasting image in the minds of Indian consumers, who considered it as another celebrity endorsing yet another brand. Then Airtel went on to create a signature tune with A.R.Rahman in 2002, which they continue to use till this date. I think, the ad which changed the whole look of Airtel in the minds of Indian consumers was their first ad with tagline "Express Yourself".



The ad showed an entire gamut of emotions and reactions, which one will experience in a lifetime. It showed

A bride looking at bridegroom through tears - Say Yes
A War Scene - Say No
Two persons sitting at two ends of the couch - Say Something
A person standing infront of a grave - Say Nothing
Three girls sitting at a coffee table - Conspire
A child saying something in an old man's ear - Confess

and so on....with the mesmering signature tune filling your ears towards the end.

This Ad went on to touch the Indian minds with its excellent visual imagery and creativity. And from then Bharti's market share has kept increasing to being the biggest mobile service provider in India. Its wonderful to see how an ad for a telecom service provider can achieve its purpose without talking anything about talktime or tariff rates in its ads. The Airtel's tagline EXPRESS YOURSELF was well potrayed in all of its subsequent ads.

However my favourite ad among all the Airtel ads is the latest one. The ad portrays, two boys separated by a border, a football and an urge to play together.



There is no wall, no barrier that can keep us apart, if only we talk to each other

There wont be any war, any terrorism, if only we could understand this.