#onAir Radio Campaign

• By: Group 7
•
Shashwat Kalra 271048 Jithin J (271081)
• Shubham Garg 271166 Shubhani Garg (271168)
• Tanya Gupta 271171 Vaibhav Arora 271172
 Radio Spot 1-#OnAir Christmas Campaign
Communication Objective

Intervening Variable: Brand awareness, Brand Comprehension

Ultimate Variable: Increase usage, Trial purchase

Executional Framework

Slice of Life
 Appeal: Rational

Affective Cognitive Conative

• Boredom as an • Identifying Airtel • Purchase or call to
inspiration XStream Service to kill action to nearest
boredom Airtel Store
 Radio Spot 2-#OnAir Tactical Campaign
Communication Objective

Intervening Variable: Brand awareness, Brand Comprehension

Ultimate Variable: Increase usage, Increase requirement, Trial Purchase

Executional Framework
Dramatization, Fantasy
Appeal: Humor

• The immediate
need to have
Affective clear network
connection

• Identifying
Airtel high
Cognitive speed network
from a friend

• Purchase or
call to action to
Conative nearest Airtel
Store for offers