Oct 25, 2012, 06.39 PM | Source: CNBC-TV18
Airtel's youth campaign wins IBLA Brand Of The Year Award
It would be no exaggeration to say that this jury of seven business leaders is amongst the country's most brand-conscious. Add to that a jury chairman who is a die-hard fan of Indian brands, it promised to be an interesting round of debate to select the Brand of the Year award.
N Chandrasekaran, MD & CEO, TCS and jury member, IBLA 2012, said "Clearly, I would have chosen Airtel even if these six other campaigns would'nt have been there and every other member of the jury chose Airtel as well. The ad was cool and it really achieved the purpose of presenting a younger brand for a younger generation."
The Airtel campaign was designed by Taproot India with Madison as the media agency. The campaign repositions Airtel as a youthful brand reaching out to the younger half of India.
"I think everyone liked the campaign because they felt connected to it. It connected well with young India, it got the idiom right, it got the music right, it got the craft right and most importantly, it presented and connected the idea of Airtel as a brand which is young with young India," explained Raghav Bahl, MD, Network18 and jury member, IBLA 2012.
So on November 2, the team behind Bharti-Airtel's crackling ad campaign will claim their crown for the Brand Of The Year.