Admark’s Weblog

Come home to the magic!

Posted on: October 23, 2008


Airtel DTH Launch Ad

Campaign by JWT India

One of the brilliant ad of the recent times.

When Big TV (Relaince) mocked Airtel’s teaser ad, I read this comment – “JWT India, Airtel Digital TV’s agency, mocked Big TV’s attempt. “I thought Big (TV) was big enough to have ideas of their own,” says Agnello Dias, chief creative officer at JWT. “If Big (TV) thinks that Airtel DTH’s launch depends solely on a red chair, they will be very surprised when the campaign breaks.”

I did not realize how true they were. This campaign has left Big TV gasping for breath. JWT has done a brilliant job with the campaign. The beauty of the campaign is that the celebrities are well integrated with the central idea and are not used as mere props or singing stars. The idea of ‘come home to the magic’ is nicely captured in the execution. The progressive reveal of stars works very well too. By the time AR Rahman comes with his tune, you have fallen in love with the ad. I have been watching the ad over and over again and to say the least I am in love with Airtel Ad.



1 Response to "Come home to the magic!"

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  • sarahkornfeld: This is a great list! Another to consider is video. There's a video app on Facebook called Vpype (built for Facebook) that is a live, interactive a
  • 210 Backlinks: Great thanks!
  • Jas: Nice blog, found by sheer serendipity. What a pity! :P Are you open for more contributors?
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