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‘myPlan Family’ – One mobile plan that’s big enough for the whole family

MUMBAI: Back in 2013, Airtel pioneered a revolution in the postpaid category with the launch of myPlan – the first-ever postpaid plan that enabled customers to customize their postpaid mobile plans based on their phone usage. December last year marked the launch of a remarkable new feature to this product, which empowered customers to share their plan with their whole family with myPlan Family. It provides customers the flexibility to create one plan that is best suited for the whole family, share it with them & also enjoy huge savings by utilizing all their plan’s free benefits together. In a nutshell, myPlan Family offers the benefits of flexibility, saving & sharing- all in one plan.

The launch of this product redefines the way mobile plans are used today, as it no longer will be meant only for solitary usage, but for something that is shared. Designed to be simple and delightful, it also addresses key pain points that customers encounter while managing their & their family’s mobile plans today.

Airtel now plans to launch a television-led 360 degree campaign for myPlan Family. Based on a simple insight that while Fathers’ roles as providers are critical, their contribution to the family is not as visible on a day-to-day basis as that of the Mother’s. The campaign targets this relatively invisible role of Fathers in our families by urging kids to be nice to them because only then will they get the chance to be on their Father’s postpaid plan and enjoy desired benefits on their mobile phones.

The campaign brings this alive this give-and-take adjustments of relationships in every family through various 30 sec commercials. As the films start, we see a picture perfect day for a family where the kids of the house are being overtly nice to their Fathers by doing chores that they aren’t otherwise expected to do. While the Father is left ecstatic with this gesture, we soon realize that this rosy picture is not quite as it seems. The mystery unveils as the voiceover breaks and we realize that the kids were being nice to their Dad just because it is in their interest so that they can share in his postpaid plan and get maximum benefits.

The background score for the commercials is a recreation of the famous song ‘Phoolon ka taaron ka’ from the movie ‘Hare Rama Hare Krishna’. The commercial is being supported by outdoor, radio, cinema advertising, on-ground initiatives and web media.

The TV campaign has been conceptualized by Agnello Dias of Taproot Communications and directed by Ram Madhvani, one of the foremost ad film directors of the country. 

Creative and campaign details

Campaign Leads from Airtel:  Mohit Beotra (Chief Brand Officer)

Creative agency:                 Taproot

Director:                             Ram Madhvani

Production house:               Equinox

Media Agency:                    Madison

Digital agency:                    Webchutney

Date of release:                    6th February 2015