Airtel: 'Re. 1 music, friendship free'

Bharati Airtel released a new TVC called 'Music for Re. 1' for its latest campaign, 'The Re. 1 Entertainment Store'. Conceptualised by Taproot, the commercial, one of the four created for this campaign, talks about Airtel's latest feature- the Re. 1 mobile video, which can be downloaded by calling a toll free number and getting an SMS which has a link to the online video store.

The commercial showcases a young man playing antakshari with a little girl, who is mute. He sings a song and stops at a word. She then takes out her cell phone and enacts the song she's playing. The TVC ends with the tagline "Songs for one rupee, friendship free".

The second commercial, titled 'Prayer', showcases two young girls getting ready for a karate match. The first frame shows a young girl holding her cell phone, reciting the Hanuman Chalisa. The other girl asks her if she has the Chalisa on her phone. The first girl then passes her cell phone to her. The last frame shows the first girl putting a bandage on the other and them laughing.

The TV campaign will be supported by a mix of outdoor and digital legs.

Take a look at the 'Prayer' commercial here.

Credits:

Campaign Leads from Airtel: Mohit Beotra (Head - Brand), Anuradha Sehgal (VP, Brand Marketing)

Creative agency: Taproot

Director: Abhinay Deo

Background Music (these films): Bobo

Original Composition: A R Rahman (Airtel tune)

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