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.
Chettri began her acting and modelling career in April of last year and was offered a role in Airtel network’s nationwide TV campaign launched in August 2015. She was featured in commercials as an Airtel-promoting character who disrupted people’s daily lives to advertise Airtel 4G.
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.
The Airtel 4G Girl’s Rare and Unseen picture
