Tuesday, April 01, 2008

BRAND : Hutch

AGENCY : O&M
BASELINE: NA
DESCRIPTION: Irrfan Khan is sitting in a small restaurant sipping tea; he talks to himself, saying that money doesn’t grow on trees – yet how expensive everything is: it costs Rs.200 for a movie ticket, petrol prices have sky-rocketed… there is nothing you get for Rs.100 any more. Then, he thinks for a moment and says: “Hota hai, Hutch ka naya recharge-only Rs.99, aur wahi validity pure 30 din, kya samjhe?” In the end, Irrfan asks for the bill and realising that it’s Rs.155, he asks the cashier to add it to his list of credits.
4Ps TAKE: No pugs and no pink colour, but Irrfan Khan – the hot name in Bollywood is associated with Hutch this time. The idea is to promote the latest recharge scheme of Rs.99 with a validity for a month. Targeting the low-budget group, the USP offered by Hutch is the low-cost recharge coupon that is a bonus in this age of inflation. The communication is in the form of effective dialogue, through a man who has impressed many with his acting as well as vocal talent and grabs eyeballs here too.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008


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