1. Airtel – Ad
Analysis
Team Lukas
Arpit Raj (IM-039)
Nakul Patel (IM-092)
Vishnu Sudhakaran (IM-191)

2. • This ad is based on the STP model which explicitly segments
the target group i.e. the youngsters (age group of 18-30yrs).
• Ad connects to the youth almost instantaneously
• Thus, it has targeted the age group that uses the maximum
voice and data-services.
• Airtel is positioning itself among its audience as a way to
connect to and express the human emotions and relationships.
• Even the past ads of Airtel have been emphasizing on same lines
as – “Express Yourself” and “Dil Jo Chahe, Pas Laye ”
Airtel – Ad Analysis

3. • This ad focuses on the Airtel as a brand rather than any
particular telecom service or product.
• This ad does not target any particular telecom facility but projects
itself as a strong medium to connect to your friends.
• This ad simply tells the TG that Airtel as service provider is the
best option they have
• This advertise stand out in all telecom ads as it does not directly
attack the competition and focuses on building brand Airtel solely
• This ad attempts to strongly position itself in telecom market as a
strong brand-preference
Airtel – Ad Analysis

4. • “Har Ek Friend Zaroori Hota Hai” talks about how every
friend serves a special purpose, similar to different Airtel
services
• Lazy Friend  Easy recharge & online bill payment
• Proxy Friend  Career Guidance
• Kadkee Friend  Talktime transfer
• Status Update Friend  Update FB status
• In short, Airtel suits the need of everyone with its
plethora of services!
Airtel – Ad Analysis

5. • Although, Airtel Ad is simple and has a potential to stick
with people, but…
• The message is hazy – Not everyone can understand the
implication of each friend as a service in one view
• The specific services can be seen only after visiting the Airtel
website
• It doesn’t even highlight fast-growing services like 3G
• While the youth can connect with this ad almost
instantaneously, same is not true for all the age groups; it even
misses the business class people which is a valuable TG
Airtel – What we think…

6. • Major competitors for Airtel are – Vodafone, Idea, Reliance
and Docomo
• Airtel v/s Vodafone
• Unlike Airtel, Vodafone has been segmenting it’s target groups
based on services rather than age group
• Super Zoo-zoo for 3G, Game ad for entertainment services and so
on.
• Vodafone also focuses on human relations like Airtel to lure in
the customers but targets people from all age group.
• Ex. Vodafone’s “Happy to Help” ad
• While Airtel’s take on friendship is “peppy & trendy”, Vodafone is
more conventional making a viewer reminisce about his or her
childhood days
Airtel v/s Rest

7. • Moreover Vodafone ad’s have a shortcoming – they are difficult
to comprehend for semi-urban and rural customers
• Airtel v/s Idea
• Recently Idea ads have largely been focusing on the 3G service
which has made it’s ads monotonous
• Airtel v/s Reliance
• Reliance ads have a touch of simplicity where they explicitly
focus on services provided and is more of 4P oriented model
Airtel v/s Rest

8. • Airtel v/s Docomo
• Docomo ads have been service and customer oriented with a
pinch of humor to them
• It’s earlier ads “Keep it simple, silly” have been specifically
been targeting on services and the current “Idli” ad shows it’s
dedication towards the customers
Airtel v/s Rest

9. The End!