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Advertisement (Print) byY
 (Bharti Telecom) speaks a lot about its one of the main
focus area i.e modern day youth.

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 iit can be divided into mainly three broad areasi

Ê Demographic wise
Ê Psychographic wise
Ê Behavioral Wisei

0 Demographic wisei

Ê First of all the add by Airtel just wants to aware the existing customer aswell
as the new prospective customer about their new service.
Ê No doubt ,the ad shows all about connectivity not only by mobile connectivity
but very much about the web connectivity by introducing Facebook, a
worldwide popular social networking site for free usage via its connection. It
is really directed towards the modern day ³Gen Y ³youth. The picture given in
the ad also conveys the message by showing a youth in a cycle stance.
Ê As Airtel is giving the feature for free , where other leading telecom provider
are not giving this option for free, it may excite the urban youth irrespective
of gender as for them it¶s a good tool for communicating with their friends at
any time .
Ê As per as social class is concerned, it is totally targeting the urban
population(SEC A/B) who believe to spend their few time in web world .

0 Psychographic wisei

Ê Web connectivity is a very essential way for connectivity among the urban
youth. Here social networking site like facebook,orkut etc plays a important
role day by day as the web awareness increases significantly. So realizing
the pulse Airtel, specially introduce this service mainly for the
³-


 r who are young,enthusiastic,impulsive in nature & always
seeks variety and excitement .they generally spend a comparatively high
proportion of their income on fashion, socializing, entertainment etc.
¦ Behavioral Wisei
Ê Encouraging the existing customers along with the new customers to have
this facility.
Ê Increase the usage rate(i.e charge for browsing web through mobile which
eventually increases the selling of it¶s mobile usage services).
Ê Attract the µBrand switchers¶ by this new proposition.
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¦ V 
Y  i

Ê The ad has the informational;/ rational appeal which mainly focuses on

functional or utilitarian needs of the customers like here the facebook
connectivity is available without any charges.
Ê Also the caption(Flying without wings) along with the picture of a youth in a
cycle stance(note the endless sky behind) go with the service benefit in
which web as well as the mobile connectivity make the whole theme.
Stressing upon the FREE term which may attract the customer attention.

Ê
Ê It also captures the customer¶s psychological needs like joy, ambition,
achievement etc & some social needs like recognition .eventually it creates
the mood of something limitless.

¦ Y  
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Introducing a limitless value proposition for the GenY to connect the whole
world,i.e introducing the web service via social networking site facebook.