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.”
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 : AdageIndia