5 g网络:下一个大的战役将在广告中,电信

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Representative image<\/span><\/figcaption><\/figure>With the much-awaited 5G<\/a> spectrum auction out of the way, India’s private telecom service providers (TSPs) are now gearing up to launch their 5G services in the country. The consensus is that we should see a rollout of the new generation technology networks by Diwali 2022.

What we can also expect to see is the latest tranche of communication to promote the new technology. Telcos have had a memorable run with brand campaigns. Whether it is the erstwhile Idea’s ‘What an Idea Sirji<\/em>’ or Airtel<\/a>’s ‘Har ek friend zaroori hota hai<\/em>’ or Vodafone’s earlier mascots the ZooZoos, the campaigns and communication have left an imprint in our collective consumer memory.

Each generation of technology offered better and faster networks, and the campaigns needed to reflect that. Of course, times have changed — most prominently, the size of the market. From a 7-10 player sector, telecom in India today has three private TSPs and one state-owned telco in Bharat Sanchar Nigam Limited (BSNL).

Big brand, small ad agency<\/strong>

Santosh Padhi, CCO, Wieden + Kennedy India, worked on the Airtel 3G campaign while he was at Taproot. He recalls that the campaign, which went on to become iconic, paved a change in the way brands engaged with smaller creative agencies.

“Only after the Pepsi ‘Change The Game’ Cricket World Cup campaign and this campaign, [did] the equation between the small creative agency and the big brand change. We still see a reflection of the same relationship in our industry<\/a>, where clients are open to work with independent creative agencies,” he adds.

Padhi reminisces that the campaign also marked a shift in communication for the telco. Till then, Airtel focussed its messaging on families. With the 3G campaign, it moved its focus to the youth, appealing to the newer generation with faster speeds and better user experience over a 3G network.

“When over 50% of Indians were under the age of 30, it clearly defined the TG and where we should be focusing. Hence, we decided to celebrate the youth and their world, which brought a very new language and energy to the brand,” Padhi adds.

A spokesperson from Airtel says, “With Airtel, we look at humanising the brand, every step of the way.”

This strategy manifested itself in different ways. For the 3G campaign, it was the friendship angle, while in the 4G campaign, the telco had a human mascot (Sasha Chhetri), extolling the virtues of its network.

“Sasha, the model, was a great discovery and became one of the strongest assets of the brand over time. So much so that she was referred to as the Airtel girl,” Padhi adds.

‘A mad, bold leap’<\/strong>

Both Idea and Vodafone, then operating as independent telcos and competitors, also had memorable campaigns for the launch of 3G. While Vodafone used its popular mascots, the ZooZoos, Idea ran the campaign featuring Abhishek Bachchan with the tagline, ‘What an Idea, Sirji<\/em>!’

Vodafone first introduced the iconic ZooZoos during the second edition of the Indian Premier League in 2009. The idea was to create a brand tool (which eventually became a mascot of sorts) and use it to elucidate different features of the then Vodafone network. The ZooZoos were eventually adopted to promote the telco’s 3G services (2008-2011), but the pug from the erstwhile Hutch days (another memorable mascot) promoted its 4G services.

Meanwhile, Sagar Kapoor, CCO, Lowe Lintas, the agency behind Idea’s 3G and 4G campaigns, shares that since the technology was not exclusive to Idea, the trick was to crack the communication creatively.

“With Idea Cellular, it was always about cracking that advertising big idea. Yes, the big idea existed in those days. So, every brief would set us hunting for the ‘Ideawaala<\/em>’ idea,” he says.

“The mind can travel as far as possible. That’s the brand Lintas built Idea into. A mad, bold, always-a-leap-ahead-in-thought kind of brand. Like many of the ideating sessions would start with ‘what I am saying might sound totally silly…’ a lot of the times and that would be what we would end up presenting,” Kapoor adds.

Now of course, both Idea and Vodafone have merged in India and operate under the brand Vodafone Idea<\/a> or Vi.

The way ahead<\/strong>

It remains to be seen what route of communication the telcos will take when it comes to 5G. There will be a slew of firsts. Jio, for example, the youngest telco and the market leader by revenue and volume share, has not had a tactical campaign since its launch. It has used promotional offers and below-the-line communication to engage with consumers.

Its flagship campaign — ‘Jio Dhan Dhana Dhan<\/em>’ — has been used by the telco almost as a yearly exercise during the IPL. Reliance Industries chairman Mukesh Ambani<\/a>, during the RIL AGM recently, announced that the Jio 5G network<\/a> will begin rollout around Diwali this year. Airtel is expected to follow similar timelines.

And so, Airtel and Vodafone Idea will also look at significant marketing at the launch of their 5G networks.

“Especially for Vodafone Idea, it may be a good opportunity to create some positive chatter around the brand,” says brand strategist Harish Bijoor<\/a>. The two-year-old merged entity has been under significant financial duress, with the viability of operation under threat at one point. It has been engaged in an external fund-raising exercise but is yet to find success.

While Vi has not launched a 5G-specific campaign yet, it recently ran a campaign to highlight its network engineers’ efforts of constantly working towards making ‘the best network even better’. Themed ‘Best ho raha hai aur bhi behtar<\/em>’, the #BestIsGettingBetter campaign went live in July.

Legacy campaign?<\/strong>

Another question that telcos like Airtel and Vodafone Idea face is whether to bring back the legacy mascots\/campaigns in a new avatar, or go back to the drawing board and launch a fresh campaign.

Bijoor says that going back to an old, albeit successful, campaign would defeat the purpose of “promoting a new technology”.

“5G is all about the new and fast. So if a brand is to bring back an old communication tool like a mascot, it may be perceived as offering something not so new. It’s not advisable,” he adds.

For Airtel, it will be about making sure the communication has evolved with the times. The last time a new technology was introduced was about seven years back. The digital ecosystem has evolved much since then. It will look to marry existing brand attributes and traits with the newness offered by 5G.

“We will ensure we leverage the digital ecosystem. We have a strong personality as a brand and equally strong AV mnemonics to use. Our packaging and signature tune are strong identifiers,” the spokesperson adds.

While the campaigns are not yet launched, media planners and buyers are sure that telcos will ramp up their marketing efforts. Estimates say that media spending by telcos may as much as double — to around Rs. 700 crore overall — with the 5G rollout.

ESTABLISHING AN INSTANT CONNECTION<\/strong>

Airtel<\/strong>
3G campaign, 2011 onwards. <\/strong>Included the ‘Har Ek Friend Zaroori Hota Hai<\/em>’ campaign, along with few tactical ads.

4G campaign, 2015.<\/strong> The ‘Airtel girl’ Sasha Chhetri issued a blanket challenge to find a ‘faster network’ than Airtel.

Idea<\/strong>
3G campaign, 2011.<\/strong> Tagline: Get Idea 3G (featuring Abhishek Bachchan).

4G campaign, 2016-17.<\/strong> The theme of ‘How Idea can make your life better’ evolved into the tagline — ‘An Idea can change your life’ in later campaigns.

Vodafone<\/strong>
3G campaign, 2011.<\/strong> The ZooZoos made their debut in the 2008 IPL, with 30 ads, a different commercial airing every day. They carried on till the 3G rollout in 2011.

4G campaign, 2016.<\/strong> After the iconic ‘You & I’ debut of the pug in 2003, Vodafone brought it back in 2016. The pug with a blue scarf, towed a boy in a toy truck.

Tagline: World’s largest 4G network is here.
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