Airtel Promo, Case study LANGUAGE INNOVATION by J. Walter Thompson Delhi

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Promo & PR, Case study
Market India
Agency J. Walter Thompson Delhi
Executive Creative Director Priti Kapur
Art Director Khurram Haque
Copywriter Iraj Fraz Batla
Editor Yogesh Kumar
Released December 2009

Credits & Description

Category: Best Use of Television
Advertiser: AIRTEL
Product/Service: DIGITAL TV
Agency: JWT
Date of First Appearance: Dec 22 2009 12:00AM
Entrant Company: JWT , New Delhi, INDIA
Entry URL:
Copywriter: Iraj Fraz Batla (JWT)
Art Director: Khurram Haque (JWT)
Executive Creative Director: Priti Kapur (JWT)
Account Head: Maneesh Rangra (JWT)
Account Manager: Pranab Kumar (JWT)
Account Manager: Karan Karol (JWT)
Agency Producer: Sabina Singh (JWT)
Editor: Yogesh Kumar (JWT)
Media Manager: Sujeet Behra (JWT)
Media placement: TV - P7 News - December 22, 2009

Results and Effectiveness
The result was a news telecast to 35 million primetime viewers that created lots of news, followed by extensive blogging, consumer calls and word-of-mouth about the ‘mad newsreader’.

Creative Execution
For a feature that needs to be promoted to the TV audience, what better solution than a hugely different and eye-catching activity on live TV? So we got a newscaster to change languages while giving live primetime news. Every time he switched between 4 Indian languages, a message would pop-up: ‘Switch languages when you want. Only on Airtel digital TV’.

Insights, Strategy & the Idea
The ‘Language Change’ feature on television is a new feature in the Indian market, and comes only with a few DTH services. When the client wanted to promote the feature to its target audience of 35 million, we thought of the most natural idea to communicate and demonstrate the feature of ‘Language Change’.