Latest Commercial is to showcase

The premise for the latest commercial is to showcase the relationship between a father and his son. The ad begins with a toddler coming out of his school. His driver has come to pick him up. Just as the two are about to head home, it starts raining. Energised, the little boy, breaks into an innocent dance and blissfully makes his way to the open lawns and greenery. Our little man then heads home—soaked to the skin. He calls daddy dearest who is seemingly away and busy in a meeting. The kid asks his dad to close his eyes and makes him hear the sounds of raindrops. The dad smiles indulgently at his son’s gesture. The ad ends with a voiceover that says: Kuch bandhan atoot hote hain, jaise Airtel ka network! “Since the earlier chess film had done extremely well, we wanted to follow it up with another film that would connect to consumers in a big way,” explains Chax, adding that the setting for the ad was decided due to the reigning monsoon season.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)