Brands come up with some of the most intriguing concepts in order to ensure that they have the greatest possible reach and that their concept is relatable to their consumers.
People of all ages and from every home were familiar with her visage, even if they didn’t know her name. Sasha Chettri acquired a household name in a short period of time.
Having an effective advertising campaign has always been the most important component of a company’s marketing strategy. If the campaign is unable to make a lasting impression on its viewers, the whole endeavour will be deemed a failure, and the business will get no benefit from it.
At one time, Airtel’s 4G service was included in one of the most successful advertising campaigns produced by a company. Airtel’s 4G network in the nation was just established a few years ago, when the company launched its 3G network. After a few years after the network’s inception, a face emerged that became so closely connected with the brand that many began to believe she was the brand herself.
Even though many people would agree that it became boring to watch her on television and other social media platforms on a regular basis, the brand was effective in accomplishing its objective. Airtel’s 4G network has regained popularity and recognition across the country.
A brief biography of Sasha Chettri, the face of Airtel
Sasha Chettri was a budding musician, just starting out in Mumbai and hoping to break into the world of advertising when she first started working as a trainee copywriter. She had a little bit of experience as an actress and model, but wasn’t quite as successful in either field as she is now. Sasha studied advertising at Xavier’s Institute of Communications in Mumbai after graduating from Dehradun in Uttarakhand.
Chettri said in an interview with the Economic Times that she loves music and was even working on a little CD at the time.
Agnello Dias, chairman and co-founder of Taproot, the company that developed the Airtel 4G ad, said that Chettri’s casting was not out of the ordinary. It was conducted in the “usual manner in which we cast, choosing from a group, narrowing it down, and then making one decision,” he said.
Making Fun of Her Position As If It Were A Sport
Sasha faced a barrage of criticism in the years after her first debut as the Airtel 4G face. Airtel advertisements starring Sasha were aired many times on television, radio, and other media outlets. Her repeated appeal to convert to Airtel became boring for many, and jokes about her began to circulate on social media.
Even Airtel recognised the mocking in their latest ad campaign. Sasha and her pals were spotted near Shillong’s Umiam Lake. “Famous on TV, non-stop, loudspeaker…” her pals remark. ‘Thoda over ho gaya’, Sasha jokes.
She makes a joke about how they get a relief from the ‘public’ and from ‘4G’. To which her friends respond that the public also gets a relief from you.
Putting an End to It!
Sasha reportedly quit Airtel and joined Reliance Jio for their 4G ad campaign a couple years after her debut. The actual reason she left Airtel remained unknown, but many blamed the continuous abuse she got.
Sasha Chettri was broadcast 54,406 times between September 19 and November 20, 2015, according to BARC statistics, grabbing the tiny screen for 1,708,586 seconds. In short, she appeared on TV for almost 475 hours, or 20 days.
The return of Sasha Chettri in 2021.
Airtel stated in its newest advertisement, released on 4 June 2021, that “two out of every three new mobile consumers selected Airtel over rival networks from September 2020 to February 2021.”
Airtel substantiated the allegation using data from the Telecom Regulatory Authority of India (TRAI). To spice things up, Airtel reintroduced the ad’s iconic 4G lady Sasha Chettri.
Sasha has since worked in two Telugu films, ‘Operation Gold Fish (2019)’ and ‘Radhe Shyam (2021),’ both due out next month.
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