Hi guys, Instead of fighting for the things which we clearly cannot anticipate
lets not miss the Rahman sirs work which he gave for this international
campaign for Airtel which was just released 2days back. He again created Magic.
Njoy the ad from the from the following link. Its automatically there in your
temporary internet files once you play the ad. so njoy and share your views..If
any one gets clear version plz share with the group..thanks
http://www.magindia.com/latesttvcs/index.html
For those who still thinks that its not by arr but by SEL or Ramsampath or
any other music director, then read the following article..I kept the rahmans
part specifically in bold ..
The story of a little boy and his pug redefined mobile telephony advertising
in the country. It had very little in common with all the other telecom
advertising till then, but at one stroke, it transformed Hutch into one of the
most memorable and evocative brands in the country. On Saturday, Bharti Airtel,
the countrys largest GSM operator, will attempt to take a leaf from Hutchs
pathbreaking campaign. Its new ad campaign which will be unveiled on Saturday
is meant to evolve Airtel into an iconic brand.
Yet much like the Hutch pug ad, this one too is somewhat atypical of all mobile
telephony advertising. But the 80 second commercial (there is a 60 sec version
too) is no less evocative. Set amidst the arid, dusty tracks in distant
Morocco, the new campaign is woven around the simple story of two local boys,
separated by a thick barbed wire border fence. Everything about the film is
foreign. The two protagonists arent professional actors; they were hand-picked
from the streets of Morocco. The language they speak is a local dialect of
French.
One of them tries to get the other to kick a football over the border fence.
Eventually, they both crawl under the barbed wire and begin playing football
with each other. The film has been shot by Nirvana Films Prakash Verma while
Rediffusion DY&R has handled the creative duties for the film. AR Rahman, who
had composed the Airtel jingle, has also scored the music for the commercial.
The brief to the agency was simple, according to Bharti Airtel director
(marketing and communications) Gopal Vittal. We told the agency that it had to
convey the idea that communication dissolves boundaries and barriers break when
people talk, said Mr Vittal.
At another level, the new campaign is meant to tackle an old brand problem:
lack of a single-minded identity. Its a unique situation that we are in, with
one brand having to address everyone from a peon to a corporate executive,
says Mr Vittal. Then there is also the pressure of communicating disparate
messages: from network quality to tariffs and value-added services. Finding an
overarching theme to anchor all these different pieces of communications was
easier said than done.
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