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Airtel 'Dil ki Baat' commercial Image

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4.50 

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Airtel 'Dil ki Baat' commercial Reviews

I Hate To Toe The Line-IV
Dec 24, 2005 05:19 PM 4240 Views

I am not sweet. I am not always pleasant. I am not adorable. I am not taciturn. I am not diplomatic. I am not networking. I am not very loveable. But heck, I'm not a liar. Heck I'm not a storyteller. I say what I mean. I say what I want to say. I say what I feel. You might not like it. I don't concern with that. I only tell you what my heart spells out. You know what happens when I do that? People don't mind telling me the important things. And people spare of the ridiculous yack-yack, the back biting and the gossip. It keeps my head free from that unnecessary crap. And it keeps me the best storage place for information that can be used for good things.


Do you have a problem with me? Yes?


You know what it means? Let me tell you what it means. It means you speak the useless things. You speak the things that are meant for no particular good. You speak things about hurting others, harming others, pulling others down or maligning others. You are up to no good if you fear me. You are up to no good if you fear frankness. You are up to no good if you think not everything needs to be spoken. Because the things that need to be spoken are the only things that need to be known. And if you know those things, say them. Say them to all concerned. Without fear. Without shame. Without any reservations.


Now. Tell me. Do you still have a problem with me?


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Have you ever imagined the power of honest expression? It is such a beautiful simplification in life. To be known as someone who will forever speak the truth. As someone who will not hide his inner feelings. As someone who is what he is on the inside and on the outside. How passionately I hate people who say something and mean something else! And how sincerely I pity people who say things out of inhibitions to speak otherwise! I can’t live like that.


All of us live inside lies. Insignificant little lies we say to each other in the name of social norms and customs. “How are you?” someone asks. “I’m fine, you?” you answer. And you are probably in the worst possible shape just then. You say you are fine. And then you dig your nails deep in your palm’s skin in frustration. You let it well up inside you, push against you till you begin imploding. Stupid. Why don’t you say, “Not so good, but hope you’re better,” and be done with it. It’s such a stupid lie. But we speak it. It’s something of a custom.


Why do we have these nonsense templates of expression? Does it have even the slightest need?


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The ad in question spells this out perfectly—the magic of free, unhindered communication. It is at once a good piece of artistry and a profound comment on the marvels of effective, easy communication. Each little scene used in it underlines, quite clearly, the essence of communication in today’s world, as a powerful tool to overcome the gaping disparities across societies.


It starts with two little girls—one from the well-off families, the sweetest representative face of the haves, and the other a little girl from the have-nots. The interaction is splendid. It symbolizes how the haves and the have-nots can come together, speak out, hear each other out and make this place so much better to live. That they can live like equals, sharing the same pleasures, on an equal footing, and not in the perennially unstable relationship of a giver and a taker. This is a paradigm shift.


Then come the old man and woman by the garden path. It’s not just about the old man reminiscing about his youth days and romance. It’s a lot about how we can all build relationships with each other, which don’t need to weaken or subdue with time. We can all be passionately in love with each other forever. Our bonds don’t need to be weakened. Our bonds can define time, instead of having to forever adjusting to it. Imagine.


And to follow this, the scene of the deaf boy relating his happy dreams through his language of signs. If the idea is beautiful, it must be spoken. The scene suggests just that. Then let it be spoken in words, in signs or in action. And let it be from anyone. It is an idea. Not a negotiable instrument. If it is beautiful, show it, flaunt it, propagate it ferociously till its beauty brings something good for the world. Won’t it be wonderful? Think!


Then the shy boy who plucks his courage to kiss his lady love. Why do we hide our feelings? Why should we keep our thoughts concealed under layers of social norms? Heck, why should we have to be so perfectly purposeful, so horribly sophisticated? We don’t need it. We don’t need to hide our feelings. We express what we feel. We lighten our hearts. We clarify ourselves. We remain happy. Don’t we?


And it finally ends with the evergreen idea of perseverance. The little girl who tries and tries and tries till she gets her gymnastics right. This world is changing—technologically, economically, culturally and politically. The changes aren’t always the best for everyone. But we can keep trying. We can keep trying till we’ve ironed everything out and gotten rid of all bottlenecks. Why not?


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This ad is about speaking. About speaking loud and clear. About speaking everything. It’s about forgetting old norms, about throwing away traditionalist inhibitions and coming out, being brave and speaking. Of, goddammit, opening one’s mouth and saying the hell out!


It’s about why I hate to toe the line. Cool, huh?


Speak out for your dreams
Dec 05, 2005 09:56 AM 12619 Views

It’s the eternal feud if I may use the word between the mind and the heart and more often then what conquers the heart is the one which prevails notwithstanding what the mind thinks about it. Did not someone say ‘ you should always put your mind where your heart and never put your heart where your mind is’ now that quite wonderfully sums up the dictum which the ad makers have followed ever since. One doesn’t have to look around too much to see the actual implementation of the same and also some of the ads, which have had the highest recall and have helped build a brand image are the ones, which have been appealed to the emotional side of each of us. Piyush Pandey once said and I quote “ products are made in the factories, strategies are made in board rooms but brands are made in the hearts”. Wow really well said sir and that’s one adage of marketing which has withstood the test of time and success.


When I look through the latest ad by the Bharti Televentures company Airtel I get just the feeling which I have just stated. After tasting success with their Rs 200 recharge ads featuring Shahrukh and Sachin extolling aisi azaadi aur kahan Airtel was looking to extend the express yourself theme further and I feel in their new ad they have a sure sought winner. Airtel has always been at the forefront of connecting with people through an emotional string and the express yourself campaign exemplifies the brand’s message wonderfully. The Nigahein campaign is a continuation of that same emotional bondage with the target customers.


The ad has been conceived and made by Rediffusion DYR and has gone down really well with the audiences. Storyboard of the ad links up people from different age groups, genders and socio-economic strata who are linked together with a common thread of expressing their inner feelings without inhibitions. The ad starts with a little schoolgirl getting down from her school bus only to find another girl from a rather deprived background looking longingly at her. A narrative follows with the next shot showing them playing together. In the next shot an old couple is sitting in the park as young couples pass by, again it ends up with the reticent couple expressing their suppressed feelings towards each other.


The other scenes depict shy lovers not knowing how to express their feelings for each other, a challenged student struggling to give words to his emotions, a young gymnast trying hard to live up to the expectations of her coach. In each of the situations the shot begins with how people are reluctant and reticent to speak out and reach out for their dreams so to speak of and how the moment they give words to their aspirations, dreams and emotions they are able to get whatever they yearned to achieve.


The ad cajoles people to speak out and not to just sit mum and expect things to work out for them. It works all the more well in a society like ours where suppressing emotions and living to the diktats of the others is a tacit rule, we are tuned to accept things the way they are given to us and more often then not each one of us have been guilty of not opening up and expressing our inner selves and then we blame the things around us without realizing that for anything to happen we must have the courage and conviction to first voice it out and express it to the others around us. The advert is one with which people of all strata will relate to and delivers at the end a feeling of freedom that comes from self- expression. To accentuate the universal connect of the advert Hindi has been used as the medium of expression for most of the nation today either speaks or understands Hindi.


The usage of poetry in adverts is a concept, which has off late found increased acceptance and seems to be the flavor of the season. The first real classy ad in this series in recent times has been the one for Asian Paints done by O&M and it was a roaring success, the same idea was reused in the sequel to the har ghar kuch kehta hai ads of Asian Paints. Recently the same has been done for the sar utha ke piyo adverts for Coke. For this ad also the poetry was first conceived and then different situations and moments from day to day life were picked out to fit with the poetry. The brilliant usage of words along with the title tune of Airtel combine to give a lingering and lasting impact for the ad. The words have been weaved quite artistically to narrate stories, which we all would relate to instantaneously for it seems like our own story. I feel for any ad to do well the emotional connect at the personal level with the audiences is very important and that’s precisely what this ad is able to achieve.


The signature tune of Airtel has had wonderful recall just like tin tin tiring of Britannia or la lara la la of Liril or tandurusti ki raksha karta hai of Lifebouy. Music is an integral part of a brand’s identity and it adds another dimension to the advert, the audio sensory part of it making the ad complete in its presentation and execution. The audio along with the visual makes the ad perfect leaving a lasting effect on the viewers. This is one dimension which Airtel has used brilliantly for its marketing what with allowing it to be used as ringtones or during KBC they are playing it when the participant asks for phone a friend option. All this has added in further the brand promotion to my mind and is indeed a brilliant idea.


The ad I am sure will do wonders to the sales and penetration of Airtel to the remotest corners of India for it speaks in a language, which breaks free of the barriers of geography, age or social strata. The ad has been dubbed in regional languages as well ensuring wider audiences to it.


Nigahen nigahon se milake to dekho. Naye logo se rishta bana kar to dekho


Hasratien dil me dabane se kya haasil hoga apne hoth hila kar to dekho


Khamoshi se kab hoti hai khwahishein poori dil ki baat bata kar to dekho


Jo hai dil mei use kar do bayaan khud ko ek baar jata kar to dekho


Aasmaan simat jayega aaghosh mein chahat ki baahein phaila kar to dekho


Dil ki baat bata kar to dekho


Airtel- express yourself



Questions


Which to your mind is the best ad jingle made to date and what makes it so special? Has it lured you into actually buying this product?


Do you think Airtel is better off with common man adverts or you like the celebrity endorsed ads more catchy?


Who makes better ads, Hutch or Airtel and why?


mumbai india
AIRTEL:DIL KI BAAT---BATAKAR TO DEKHO..
Nov 11, 2005 05:58 PM 4735 Views

Well, today is definitely the age of communication..it is indeed the most basic and precious tools that man has ever had or can ever have..........................................and with the the advent of improving technology,it has perhaps..............................................................to some extent become impossible for man to live without communication..............................


how do we do that???????????????????.......obviously through mobile phones using the various available service ........be it a hutch.....or a bpl...or a idea.....each one holds a terrific control over the mobile industry..........


But I feel , '' AIRTEL'' tops it all with its eye catching advertisements.......and service........................and the recent commercial ........'.........''DIL KI BAAT---BATAKAR TO DEKHA''......................................................is certainly the best............................................................................
....................................


the most fascinating,interesting and impressive fact of the commercial is that it has been totally covered without the use of a 'cell phone'!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!


and influences the public-----------------''to express yourself''


''AIRTEL'' is undoubtedly one of the best serviceproviders today.....but the tariff rates is also the most expensive...............of all the services............................................................which makes it ....a bit too..........taxing------to express your -----''dil ki baat''...............................freely...........


the most depressing part is the local call rate charges ---whish is rs 2.25p ...p/m.......whereas the local calls are the most frequently used by the people..........................................................................
..................................


so ....i feel......that ....AIRTEL...should definitely reduce it tariff rates so that people dont hesitate to ''EXPRESS THEMSELVES''...................................................


YOUR RATING ON

Airtel 'Dil ki Baat' commercial
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Hyderabad India
Impressive dil ki baat
Nov 11, 2005 09:59 AM 4826 Views

Nigahen Nigahon se milakar to dekho


Nayen logon se rishtha banakar to dekho...


The latest airtel ad starts off with these two lines. Airtel ads have always been known for their concept and presentation.This one tops it all.


The ad is made up of five snippets, each one displaying the importance of reaching out to others.


What I like about these is the range of situations/relationships covered, from two little girls in the first one to an aged couple in the next one to the young lovers and then to student-teacher pair.


The concept is executed brilliantly as it inspires the viewer to 'Express oneself'.


The narrator has done a wonderful job.And so have the ad makers in the selection of models for the ad.


I think the best part about the ad is that it never shows anyone using a cellphone !!


When an ad is able to sell a product and get its point across without ever featuring the product in it, then it surely has succeeded in making its mark on the viewer.


This is definitely one of the best ads of recent times.


It certainly makes you believe in the line --


''Aasman simat jaayega tumhare aaghosh mein, chahat ki baahen phaila kar tho dekho ''.


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