According to Broadcast Audience Research Council India (BARC), between September 19 and November 20, 2015, the Airtel 4G ads featuring Chettri were aired 54,406 times, together accounting for 1,708,586 seconds. That is, in those two months she was on TV screen for almost 475 hours, or some 20 days.
"Chettri is the 'Lalitaji' of 2015," said Jagdish Acharya, founder-director of creative agency Cut The Crap. "Chettri is doing what Kavita Chaudhary did to Surf in mid-80s. Irrespective of the Airtel hardselling 4G, the stickiness of the campaign is because of her," he said, giving all credits for the campaign to its protagonist. "You cannot break down what worked for the campaign - her face, her haircut, her voice, or her communication - but she has caught the fancy of everyone."
|Sasha Chettri helps Airtel 4G ad grab eyeballs|
Agnello Dias, chairman and cofounder of Taproot that created the Airtel 4G campaign, insisted that casting Chettri was not unusual. It was done in "the normal way we cast, choose from a group, narrow it down and then make one choice".
Source - economictimes