The Airtel Kids Playing Football at the Border Ad



I know, many people like this ad and I had a lively discussion about it at Indiamike too. I view it a little differently. I mean what has Airtel contributed to the Middle East peace process to appropriate the message as its own? As far as I know zilch! Gives Airtel a very goody goody image without contributing anything to the real issue. I do not like it when corporations appropriate a message to just to look good.


Related: Airtel website hacked by vodafone? Full details * Bad experience with BSNL

18 comments:

Sidhusaaheb said...

I rather like the advertisement and that is because it puts across a very clear and powerful message.

BaateiN gira deti haiN faasloN ki deewaareiN

A breakdown in communication can indeed perpetuate conflicts and its re-establishment is the only way towards resolution.

The situation in the Middle-East has only been taken as an example to convey a universal truth.

The brand, obviously, stands to benefit through indirect association, since the products and services associated with it facilitate communication.

Mridula said...

Sidhu, I somehow feel quite strongly when corporations try to piggyback on issues that has got nothing to do with them! The book No Logo by Naomi Klein is the one that made me think in this direction.

Ashwin Datye said...

Easy, Mridula. Dont get so worked up on it. Its a great ad and thats it. All ad makers use references from real life. And thats for their benefit, and thats understood anyways by viewers.

Shrinidhi Hande said...

Hi Mridula,

Nice to see a post from you again.

But this is what I feel-Airtel as a company doesn’t have any role in peace operations between India and Pakistan or other countries in Middle East for that matter. But something is better than nothing-the message they are trying to convey is strong and clear-“throw your weapons aside-we can bring peace if we can talk”. A very strong message, expressed with an even powerful video.

It’s obvious they’re promoting their brand and might not have contributed to peace process, but I still feel this ad deserves an appreciation. Not trying to make you change your perception, but I don’t see anything wrong in the ad.

Nidhi


@Sidhu and Aswin, Thanks for your comments

Anonymous said...

the ad crosses the borders laid down by humans and wants to cnvey the same message in terms of communication, a guess. BTW, a new post on the Madhavan + Vidya Balan ads can also be done.. its East meets South in a way...

Shekhar

Mridula said...

Thanks a lot for your comments Ashwin, Shrinidhi and Shekhar. I would prefer they do something about these issues or well leave them alone! If not, some of us would not appreciate it and all it appropriation without any contribution. But then we have to agree to disagree on this one.

rick said...

i think its a great 57 second documentary.

what i dont like is adding airtel to it . Its a wrong thing to do .

Its like showing Einstein , Dickens's picture with a nice background score followed by a banner ' xyz training institute , new delhi ' .

i dont know if that makes sense but hope you get my p.o.v.

Shrinidhi Hande said...

Yes Rick... but they spent a lot on that ad and since they are not charity organization, I don't expect them to do so without displaying their logo...

Mridula said...

Rick, I entirely agree with what you are saying :D Shrinidhi, since they are not a charity and do nothing to the peace cause, that is why I object to their picking up so big a cause for their company.

Chillpilgrim said...

Mridula - The ad does not signify a particular place or a particular situation. For all it matters, they might have shot the video in the Ladhakh Leh Area. The importance of the message that the promoters of the ad wanted to put across was the fact that communication was the key to overcoming the greatest of hurdles and barriers. As Airtel is one of India's Top Mobile Service providers, they wanted to portray this effectively.

I don't see why Airtel should have contributed to a particular community/region/issue to shoot an ad on it and drive their point across. Would you then expect Ram Gopal Varma to have done a notable contribution and service to eradicate anti-social elements before making a film on them?

Sourav Biswas said...

Hi
I really liked the idea of giving reviews to the adds. It reminded me of the show "The Dream Merchant" which used to come long time back in TV. It would be great if I could also contribute something

Mridula said...

Chillpilgrim, the landscape they show and the language the kids speak brings very clearly middle east to mind, Airtel does not even has a network there. I somehow feel Airtel crossed a boundary here, the cause they picked up is much bigger than the company and hence looks like piggyback riding on stuff Airtel has no connection with.

People in Leh do not speak that strange language. For the Ram Gopal Verma stuff, I will have to think more :D

Saurav, I will let Shrinidhi answer your query, he is the right person.

Shrinidhi Hande said...

@Saurav,

Thanks for your interest. I've sent an invite to you at the email ID that was available at the 'know mw' page of your blog...

Accept it and you can start contributing...

if you need invite at a different ID mail me at admin@enidhi.net

@Mridula.

Speaking of landscape, the Vodafone ads were shot in South Africa... They create replicas of famous places and cities in Ramoji film city or other places and most of the untrained eyes never recognize the difference...so don't think we can complain.. but who gains what from the ad is debatable...

Sourav said...

Thanks Shrinidhi for adding me.

Mridula said...

Shrinidi the landscape shown in the ad with barbed wires and dessert like landscape does not match Ladakh. But yes this could be the case because I have been to Ladakh and love the place. It has got much more mountains and the Buddhist feel that what is there in the Ad. And make no mistake ad makers do a lot of research and if they wish a place to resemble Ladakh it would.

Where this ad was actually shot I have no clue. But the resemblance they wish to show is definitely not with Ladakh.

And in that sense where it was shot and what it tries to resemble are actually two different issues? At least I feel so.

Magdalena said...

Well said.

Sandesh said...
This comment has been removed by the author.
Sandesh said...

It cannot be an ad. Atleast for airtel. They've got nothing to do in peace talks n treaties.

The concept might be good but, I dont see a single point airtel coming into picture here. It is not misleading. Its Irrelevant.