Airtel voice message service to have A-list star voices
24 Oct 2008
Bollywood A-list stars Shah Rukh Khan, Saif Ali Khan and Kareena Kapoor will be promoting Airtel's Voice Message service.
The ad shows very annoyed looking Kareena, who is obviously miffed with Saif for some reason. "I just hate him", she fumes to her friend, when she receives an SMS.
After opening the message, Saif's voice tells her "I miss you so much, it hurts" with a lot of pain in his voice. The TVC ends with SRK's voiceover: "An emotion to your message with voice message."
The TVC is reminiscent of the cheery bonding of SRK and Saif in the movie 'Kal Ho Na Ho'. "I miss you so much, it hurts", says Saif to SRK dreamily, when the latter is enjoying the view from his terrace.
Conceptualised by Rediffusion Y&R, the 360-degree campaign will be on TV, print, radio, on-ground activities and Internet activation on social networking site Orkut. Madison Media is handling the media duties.
The ad will be telecast tomorrow. Prashant Issar, director, Corcoise Films has shot the TVC.
Describing the creative brief, Ramanuj Shastry, chief creative officer, Rediffusion Y&R, said, ''Today, the sensibility of the youth is driven by innovative communication techniques.
Acknowledging this fact, we inferred that voice can bring about the emotion, which a text message cannot. This was the starting point for the conceptualisation of the TVC.''