Telecom Service Provider Advertising - Comes of Age

How many students can a single teacher educate? ....Woh to "Kabka" ho gaya!
I have been following the Airtel "Kabka" ads with a great deal of interest - I think its a super idea for a campaign, and excellently executed - strikes a real chord with atleast the modern/ urban couple --- strangely, a 7 year old child I know also really likes it. I think this is a good mix of functional benefits conveyed to an audience along with building a warm fuzzy emotional feel to the brand -- also the campaign ensures that diverse features are explained thru different ads.

Similarly, the new Idea Education campaign is just brilliant - this is another brand that has been experimenting/ and so far was only I think marginally successful at establishing the theme/ "idea" behind the brand - but this campaign is bang on. Not only that, it has been utilizing multi media - I actually saw it also via my yahoo messenger icon - and, judging by the very positive reactions on the interactive/ blog like microsite, its going to be a huge hit.

Interestingly, both these successful executions take very different marketing angles - one is very focussed on the feature set; the other is focussed on the larger/ "building market" objective - they both also as a result showcase a widely divergent target audience. They both do use celebrities - bollywood ecelebrities at that.

Having said that, they are both exceedingly enjoyable and memorable campaigns - kudos to the marketing and agency teams!