The big communication idea is therefore "great content
has the power to transform lives". The territory of transformation
in this category is a powerful one for the brand to own, given
that it today offers the best content on Indian television,
be it through the numerous interactive services or other significant
campaign theme is 'sirf cable nahi, life badlo' where each
feature or product is dramatised through its impact on life.
The campaign sends out a clear crisp communication i.e. television
content can shape a perspective, define a point of view and
when its really powerful, it can change your life.
the advertising campaign, the team also changed the visual
language and tone of voice to make the communication fresh,
young and modern: use of a secondary colour, blue, to make
digital TV creative distinctive from the rest of Airtel creatives;
a modern digital TV logo, presented alongside Airtel; youthful
imagery shot from an exuberant perspective to showcase energy
and movement; and use of cut-outs and graphics for creative
cut-through for print ads.