I was listening to Radio One 94.3, Bangalore station. In between songs some ads were being aired. I heard voice of Shreyas Talpade in one and that of Saif Ali Khan in other advertise. They both were promoting new Airtel tune by A. R. Rahman saying “Have you listened to this new tune of Airtel? It’s by A. R. Rahman and how can you not listen that?”
I thought why does Bharati Airtel need to desperately push this tune in the mass? It’s created by A. R. Rahman and mostly people like it. Moreover Rahman doesn’t need promotion for his work and that too by some actors. Why has Airtel become so desperate in advertising so frequently and vigorously? Have they come to a conclusion that
1) Either the tune is not that good to catch people’s ears, or
2) People don’t like it too much?
Frankly speaking, I didn’t like the new logo of Airtel that much. I don’t know why they changed it. The old one was classy and cute. It caught the eye for past so many years and for obvious reasons. I am not saying this logo won’t catch up but it’s not as classy as previous one. People might not like it right now, because they are used to old logo.
Also tune is also not that good. Don’t know why Rahman needs to include other languages? Otherwise only instrumental music could have done the trick. This is not to say that this tune is bad. This is also good, but not as good.
Disclaimer: The views expressed in this article are completely mine.