The ad is about how to keep you safe from online fraud. A conversation takes place between an old man and a young adult through which we get to know the product. The ad features three people- two young adults, a female and a male, and an elderly male. The good thing is that both genders are portrayed in the ad in equal proportion. The old man is dressed in formal attire, making him look educated and corporate. The woman and man are wearing casuals.
The story of the ad is
that two people, one male, and one female, are trying to cheat an elderly man
over the phone by asking the old man’s bank details and OTP (One Time
Password). Commonly, people cheat someone over the call by asking their OTP.
However, at the end of the ad, we, the viewers of the ad realize that with the
help of Airtel Payments Bank, the old man fools the cheaters.
The product of the ad
is Airtel Payments Bank. The product comes quite late in the advertisement. And
when the product is shown, there is no presence of the characters. I think this
is a good thing.
The camera focused on
two sides, young female and old man, in equal proportion. The ad has mainly
close-up shots. The screen has been split into two sides- one side shows the
old man and the other side the cheaters. The lighting part of the ad is really
interesting. There is a right blend of natural and artificial lighting. The ad
has extensive use of bright colors. One thing that catches my attention is the
extensive use of bright colors in the characters’ attire.
The text comes later
in the advertisement. When the text appears on the screen, along with the VO,
we don’t see any characters on the screen. Apart from the VO, there are 3
voices present in the advertisement. At the time of product introduction, the
VO arrives. The background sound of the advertisement is new-age and peppy. The
advertisement ends with the popular Airtel tune.
The product of this ad
is the Airtel Payments Bank which offers an added protection to its consumers
to beat online cheating. However, Airtel
Payments Bank comes only one time in the advert. It would have been better if
the name arrived at least twice or thrice.
It feels good that
telecommunication companies are taking cognizance of online scams. The target
audience of this ad is primarily old people. The first part of the ad shows old
people is vulnerable to online scams. But at the end of the ad, it shows that
the old man has actually duped the scammers. The tech-savvy and knowledgeable
approach of the old man saves him from getting scammed.
The ad sends the
message to those people who are most vulnerable to online fraud. It is
interesting to know that the ad shows that women can become an apparatus of
online crime.
Online fraud needs to be confronted. Only time will tell if telecommunication companies will bring new ideas to get rid of this problem.
(Source: Airtel India/Youtube)
