MAZE by VML Qais Mumbai for Airtel

MAZE

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Industry Telecommunications Services
Media Design & Branding
Market India
Agency VML Qais Mumbai
Creative Director Tony Pereira
Art Director Saurabh Sankpal
Copywriter Elrid Carvalho
Illustrator Andreas Aronsson
Released October 2009

Credits & Description

Category: Posters
Advertiser: BHARTI AIRTEL
Product/Service: AIRTEL TELECOMMUNICATIONS
Agency: REDIFFUSION Y&R
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: REDIFFUSION Y&R, Mumbai, INDIA
Chief Creative Officer: Sagar Mahabaleshwarkar/Minakshi Achan (Rediffusion Y&R)
Art Director: Saurabh Sankpal (Rediffusion Y&R)
Copywriter: Elrid Carvalho (Rediffusion Y&R)
Creative Director: Tony Pereira (Rediffusion Y&R)
Illustrator: Andreas Aronsson
Media placement: Poster - In-Store - 01/10/2009

Describe the challenges and key objectives
In an already cluttered market with various telecommunication services offering GPS, Airtel wanted it's communication to be simple and easily understood by the masses. What we arrived upon was a simple yet interesting mode of communication.

Describe the brief from the client
Communicate to all Airtel customers in a unique and interesting way the benefits of subscribing to the GPS service offered by Airtel thereby increasing subscription to the service.

Describe how you arrived at the final design
with an objective to keep the communication simple, the design idea came from simple visual illusions that were exclusively created to demonstrate that with Airtel GPS service one can never be stuck with no way out.

Give some indication of how successful the outcome was in the market
Following the communication release across various Airtel outlets across the country, Airtel's customer service numbers were bombarded with inquiries regarding the GPS service. With more than 25% of the callers further subscribing to the service.