Jaise chai ke liye toast hota hai,waise har ek friend zaroori hota hai
The profound meaning of this line, taken from the works of an Indian sage, holds the key to happiness in life.
Nah, I'm just kidding. This is a catchy line is taken from an advertisement. It translates: "Each friend is indispensable the same way toast is for tea."
Now, I rarely have toast for tea. Probably because my mom realized that toasters make the electricity bill comparable to a factory's. You get the idea though. No one can do without friends.
This advertisement is an Airtel ad, a telecom service provider. If you have watched the entire ad, at no point will a tourist new to the country even imagine that Airtel has one of India's largest telephone networks.
This marketing strategy has been used by Airtel for quite a while. They depict themselves as standing for a larger cause. No Airtel is not about making calls, it's about friendship - atleast that's what the latest ad makes our subconscious minds believe. And friendship is such a strong value for most of the young generation, that they are immediately sold to the idea.
A lot of jewelers have ads which connect their brands with trust. The basic idea, is to sell a product by connecting it to a higher purpose, or value.
Airtel made the best decision ever by signing on A.R. Rahman in 2002. Here are a couple of links to two of my favourite AirTel ads:
Business Standard in a very detailed report says that Airtel is trying to become an iconic brand like Nike in USA and hence the appeal to people's emotions. Iconic brand are defined as those that have social lives and cultural significance that go well beyond product benefits and features.
The friendship ad was made by TapRoot India and the others by Redifussion Y&R.
