Be a Tease!!

One thing that snaffled my attention this morning was the flashy launch TVC of Airtel DTH. The prelude teasers "see you at home" devised by JWT have been on air all past week. The reveal was anything but understated.





But the commercial was soon followed by another, a spoof that of Reliance ADAG’s DTH arm – Big TV. Bearing a striking resemblance to the former teaser, the Big TV ad used not only a tallying creative execution but also a fitting tagline that not only upstaged Airtel but made it highly befuddling to gauge who the teasers belonged to. Further adding to the confusion, both brand logos use red-and-white colours.


The Airtel commercial, big on celebrities, big on execution, big on glamour... yet gave way to BIG to steal the thunder! The beginning of yet another hot battle played on the battlegrounds of advertising arenas, perhaps? I remember growing up with the cola majors Coke and Pepsi advertising wars that led to strengthened cola loyalties at school!

By using Airtel elements in its communication, the whole idea is to “take the steam out of Airtel’s missile,” says a Mudra (Big TV’s agency) source, “as everything is fair in love and war.” (Source: http://www.afaqs.com)

Teasers have always captivated my curiosity and are my personal favorite to work on. But to tease or not to tease, that is the question!

THUMB RULE : The aim is heightened anticipation not a big yawn.
a) First and foremost, is the product tease worthy?
b) The creative. Does it tickle the senses?
c) Stretch it as long as the creative is equal the task (and the budget allows)
d) GRATIFY. Ensure the revelation is larger than life!

And in the turn of recent events, needless to say the teasers should not let the rival brand take over the show!