Showing posts with label Sasha Chettri. Show all posts
Showing posts with label Sasha Chettri. Show all posts

Airtel strikes gold with 4G girl Sasha Chettri

11:42 AM
Writes Malini Bhupta

Mumbai April 24, 2016 Sasha Chettri, Airtel’s 4G girl, is the ad world’s newest poster girl. Chettri has gone viral on social media, ever since Airtel kicked off its 4G campaign last July, and, in the process, has delivered for brand Airtel what no other campaign has - high recall value. With her unconventional and provocative approach, 21-year-old Chettri has firmly put brand Airtel on the country’s 4G landscape.

Today, 4G in India means Airtel just the way years ago Coca-Cola staked claim on the entire soft drinks category through its Thanda Matlab Coca-Cola campaign with Aamir Khan.

Given that the next generation of mobile broadband, or 4G, is about speed, the television commercial showing two girls racing their phones on a terrace in Lucknow was an unusual way to break the clutter on television. Given that other telcos have not come up with such high-decibel campaigns, Chettri has become a shorthand for 4G as a category.

In advertising parlance, the success of a campaign is measured through top-of-the-mind awareness and Chettri has helped Airtel increase this score by 13 per cent compared to other campaigns such as Har Ek Friend Zaroori Hota Hai.
Sasha Chettri
Sasha Chetri
It isn't just the brand recall value that has shot up, Airtel's revenue market-share touched a six-year high of 31.4 per cent in December 2015. In the five key data markets - Mumbai, Delhi, Karnataka, Tamil Nadu and Kerala - Airtel increased its marketshare by 140 basis points in the nine months ending December 2015. According to CLSA, Airtel is upping the ante on data offerings. On the ground, Bharti Airtel has stepped up its 4G data offering through a slew of industry firsts on product as well as distribution. The company has deployed long-term evolution, or LTE, using carrier aggregation in Kerala, enabling speeds of up to 135mbps on its 4G network.

The campaign has many firsts to its credit. For starters, Airtel went with an unknown face to launch a big shift in broadband technology and secondly, it showed the gumption to use a young woman for this.

Explains Chettri, “In India, women are still used to endorsing soaps and shampoos but not technology as stereotypes still exist.” Agnello Dias, chairman and co-founder of Taproot, the agency behind the campaign, says: “Sasha is right and she is both loved and trolled at the same time for breaking stereotypes, but there is little doubt that the campaign has embedded Airtel's ownership of 4G in the public consciousness. While the campaign has resonated strongly right through several SECs, it has allowed the brand to own 4G like no one else.”

The success of the 4G campaigns has even given Airtel the courage to take a pot shot at its own self. The latest commercials is about the 4G girl holidaying in a remote place and is getting surprised to find the network there too. To this end, the Twitter trolls have only helped the campaign stay on top of the mind because it made it impossible to ignore either the campaign or the face of the campaign. Young Chettri, who is also a musician, is often accosted in malls and restaurants by people who either want to shake hands with her or complain to her about the state of the telecom networks in the country.

Last July, when Airtel became the first telecom operator to launch its high-speed broadband services across 350-plus cities in India, it was looking convey to consumers the arrival of not just a new technology, but a new way of life. With 70 per cent of India accesses internet through the mobile, speed and coverage are going to be big differentiators and Airtel wanted to drive home this point with its story boards. Explains Srinivasan Gopalan, director (consumer businesses) at Airtel: “What we wanted to demonstrate through our advertising was a step change in broadband experience. Therefore, we could not be rational about it. When you are rational, it does not land well with the consumer; so, we had to be provocative and fresh.”

Instead of using a Bollywood star or a cricket sensation, Airtel chose to go with a young girl. “This was a welcome change I felt,” says Chettri.

Chettri was both provocative and fresh with her unconventional appearance. She managed to break through the clutter and stand out. She was a step up from all existing offerings thanks to the ‘speed’ aspect. Obviously, this required an over-the-top and provocative approach, which drove home the message.

This was no accident. Given that the category is mired in scepticism, the creative team felt using a celebrity for the 4G campaign would have been a predictable advertising approach. Hence, they chose a fresh face.

Via business-standard

Airtel 4G Girl Sasha Chettri Joins Reliance Jio

8:14 AM
Sasha Chettri, the unexpected villain of Airtel 4G campaign has decided to leave Airtel, and join Reliance Jio’s 4G campaign from now on. She took this major decision after a user from remote Umiam Lake of Shillong is taking her to court as he was not able to watch India vs West Indies World T20 Semi final clash on his mobile phone using Airtel 4G.

As per reports emerging, Sasha decided to take this extreme step after she was fed up of the trolling she received due to her Airtel 4G campaign; and when it became serious due to this legal angle.

In an exclusive e-interview via Twitter, she said, “Paka daala yaar! (Bugged me off dude!) Don’t these trolls have any other task?!”

This controversy reached it’s crescendo during the World T20 semi final clash where West Indies defeated India. The user, who was so impressed/influenced with Sasha’s advertisement for Airtel 4G in Shillong, that he purchased an Airtel connection for watching the crucial India-West Indies T20 match on his mobile. But unfortunately, the mobile was not able to get the desired bandwidth, and live streaming couldn’t happen.

In his petition, the man who refused to be identified, said, “India has never lost whenever I watch the match. Due to this strange Airtel 4G girl’s advertisement, I took Airtel SIM, and then it was all blank. The match couldn’t be streamed, and I couldn’t watch the match and India lost. Sasha now must pay the price..”

In that particular advertisement shot at Umiam Lake in Shillong, Sasha’s friends actually say to her: “Famous on TV, non-stop, loud speaker..”; and in reply, Sasha admits, “Thoda over ho gaya…Glad we are here, 4G se bhi break, public se bhi break!”.

But suddenly, she is stunned to notice that a girl is playing songs on mobile using Airtel 4G. This ‘miracle’ is what must have inspired that unnamed user who later sued Sasha.

Sasha Ditching Airtel – The Real Reason

As per insider reports, Sasha is tired of watching trolls demolish her self-confidence and belief in the fact that she is a great actor. The biggest issue is that Airtel’s 4G isn’t working as smoothly as she had expected, and this is resulting in intolerance among users.

But why Reliance 4G of all the telecom companies?

She says, “See, first of all, Reliance Jio is really dicey – nobody knows when it will be launched. I am estimating that it will take another year or so before Reliance Jio 4G SIM cards are actually available. On the other hand, Airtel is everywhere, and it’s simply not working!”

It seems that either she received a bigger contract or her visibility has been massively planned (or both), even surpassing Airtel’s campaign.

Just for records, Sasha officially became the face of India’s most hated brand earlier this year; and several analysts had directly blamed Sasha for the same.

As per official data from Broadcast Audience Research Council India (BARC), between September 19 and November 20, 2015, 54,406 times, Sasha Chettri was aired 54,406 times, which resulted in her capturing the small screen for 1,708,586 seconds. In short, she was on TV screen for almost 475 hours, or some 20 days!

Ad-pundits have even started calling her ‘Lalitaji’ of 2015-16.

In a question related to her future plans, the trained copyrighter and passionate singer who accidentally landed up Airtel’s huge, massive ad-campaign, said, “First of all, let me handle these legal issue; and the emotional distress which I am going through. And then, I will plan a comeback by planning more torture for the Indian audience using Reliance 4G advertisements. Just wait and watch..”

Rumors are in that she has proposed a tagline: “4G Liyo To Jio!”, which is being examined by Reliance’s corporate communication experts.

*More updates awaited…


Sasha Chettri helps Airtel 4G ad grab eyeballs

9:33 AM
You might not have heard of Sasha Chettri, but you've most probably seen her and chances are that you'd even recognise her in a crowd: she's the Airtel 4G girl. The youngster has grabbed eyeballs of 1.2 billion Indians as the telecom major is relentlessly streaming its 4G campaign into Indian homes and cities, giving this next-door girl more air time than most celebrities.

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
Sasha Chettri helps Airtel 4G ad grab eyeballs
An upcoming music artiste in Mumbai who once worked as a trainee copywriter with not much experience in acting and modelling, Chettri was clearly not an obvious choice for a big national campaign like that of Airtel 4G, though her current campaign is taking her places. The girl from Dehradun in Uttarakhand studied advertising from Xavier's Institute of Communications, Mumbai. She told ET: "I love music. It's who I am and I am working on my ep (a mini album) right now."

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

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