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Airtel 'Papa Drawing karni hai' commercial Image

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Airtel 'Papa Drawing karni hai' commercial Reviews

++ BuilDinG BonDs ++
Apr 22, 2008 11:24 AM 7457 Views

One particular thought which is recurrent in my mind as I


cross thousands of people, building, banners and hoardings on my way to a


certain destination every morning is,


"When God created this


colourful world did he have an idea that advertisers will be his true angels


who will recreate the whole world and make it more creative,e innovative and


colourful?" – nah… I don’t think so. But I truly believe that they


do. And advertising is not just about this.


Today I prefer watching an advertisement over watching the so called


"Breaking News" of news channels, for the simple reasons that they


entertain and inform me about a product.


But are ads only about Why we should buy what? Nope. "Good


advertising does not just circulate information. It penetrates the public mind


with desires and beliefs."


Talking only about Indian advertising industry, it has evolved phenomenally at


a fast pace over the past few years owing to an increase in the forms of media


and communication and the emergence of new distribution channels.


Agencies are doing a money-spinning job because now they have realized


"what’s on our mind" more than that "what’s in our heart".


But what instigated to write a review is the popular an Airtel advertisement,


which is on air and has already touched millions of heart. And every kid is


busy calling their dads office and checking if he can help them with


"Drawing".


"Papa drawing karni hain" – Yes this punch line just brings a


smile to my face and my roommates know, they have to wait to switch on any


other channel till the commercial gets over.


This new Airtel advertisement is a beautiful work by Rediffusion | DYR.


The film opens with a little girl waiting for her father. Her father, a railway


engineer, is seen busy working on a site.   She calls him up and says,


"Papa, drawing karni hai." He asks her to come on the


balcony and look towards the sky.  "Wow! Itne saare


dots," says the girl looking at the stars. He then asks her to make a line


from one "dot" to another. Following the instructions on the phone,


the girl draws a picture of a whale and other shapes. As the signature tune of


Airtel plays, the voiceover concludes: "Kuch bandhan atoot hote hain,


jaise Airtel ka network."


What makes this particular ad a winner? Airtel is about ’communication’


that surpasses all barriers like distance - which is physical, boundaries or


emotional difference. But nothing beats the importance of a parent being there


for his child at all times. To see him or her grow fulfill every single wish…


this ad plays on the fathers guilt for not being there and how Airtel plays the


advertisement in bringing him to the drawing room where the child is.


Why Using a Kid?An ad that pulls the heart strings is a clear winner.


And what more than a kid to do the same, from the Dhara ad to Johnson’s baby to


the recent hutch ad the child is the mascot to target the adults… aptly termed


as KIF – Kid Influence Factor.


For a child her father is a biggest hero, remember "my daddy strongest


ad?" At no point does the father want to fall in the eyes of the


child and will do anything to earn her love. Especially adding to the


point, a girl child for whom the Dad is a superhero who can manage anything


anywhere at any time. The Baby girl child used in the commercial portrays a


longing of an innocent child, waiting for her dad to be home helping her with


her drawings. The sweet innocence and the carefree demeanor with which she


calls up her dad to help him draw is something which made me long for my long


lost childhood.Even the "totli bhasha" ,which is essential


with every growing up kid appears like a tinkle of bell to my ears. And the


father who knows that in the end of the day he is the savior or hero of the


most important female of his life, draws lines against the stars to make a


perfect picture. Hence being the perfect dad he is always.The punch


line: "Dad will never fail me and so will not Airtel" .That is


the insight that the ad has taken.


Will people remember this advertisement ? Yes and No. Yes because with


the reality of today’s work–life, parents rarely see their children, a cell


phone/ telephone is what binds them (I still connect with my dad on moments


those are precious through a cellphone from last 10 years). It’s become an


important boon. It will surely remind people that Airtel is intrinsic to their


lives. At the same time there is so much conscious effort to add a child in every


story to make it emotional, which scares me if people will ignore it as just


another kid commercial. But if we go by favorable opinion of Indian consumer


they haven’t resented the ad yet. It certainly isn’t a fresh idea but the


execution is.And hence makes me believe a that it would turn out as a sure


shot winner.



Where are the superstars missing? You will surely see the stars in this


ad but not our superstars anymore. Initially, when the Airtel ads started on


air they focused on star power right from Shahrukh to Karishma to Kareena and


Sachin for endorsement of their brand. But it dint work in their favour as it


was looking as another star endorsing a brand. People used to focus on the star


more than the product. Indian consumers has grown mature enough with time if


you have to hold their attention you have to think out-of-the-box.


Probably Airtel realized that when they came up with A. R. Rahman’s


signature tune for their brand in 2002, which they continue to use till date.


About the fact that fresh looking common people are used in ads is because the


industry has woken up to the fact that they have to tell a story their audience


can connect with, and is not far removed from the reality. We are beginning to


appreciate things that are real and more acceptable. The society doesn’t need


gloss and glamour all the time. It is the clutter breaking in the midst of all


ads looking and feeling like the same… You should watch the dove campaign which


is about real beauty they took real people with no make up. So the trend is


also there, u know.


Why Airtel still connects with the consumer’s mind? Airtel has held to


the nerve of Indian consumer and the clearly understands the fact that Indians


need their dosage of emotions every day, but in different forms. That’s why


Airtel came up with their first tagline "Express Yourself"them


came "Break the Barrier" and now "Kuch badhan atoot


hote hain" and each tagline has touched and engraved a place in


consumers mind.


My loyality with Airtel? It’s a fact that ads alone can’t drive sales.Even


though Airtel ads have done wonders in pushing people to the Airtel counters,


the company has also gone beyond expectations, and has ensured that they retain


those customers by all possible means. I am a proud owner of Airtel since 2001 and


I have never been disappointed by their promises via ads.


"Advertising: the science of arresting the human intelligence long


enough to get money from it."


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