WHY AIRTEL’S NEW COMMERCIAL IS A FOOT IN MOUTH?

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When Airtel commercial aired company promoter never thought of that public response will backfire so hard that it will smash all their marketing plans and strategies. The commercial has received 52,218 views on YouTube alone; however users’ comments are quite disheartening. Users have repeatedly complaint about poor services offered by the company. Some of them also complaint about the grievance handling technique used by the company. Unfortunately, none of official statement regarding resolving their issues has been mentioned on it. Probably this is the only commercial of Airtel that has very low viewership. The commercial has received only 52 thousand views so far. However, only 5 days ago launched platinum customer commercial has received 5 million views. If you go by the common apprehension probably this could be a counter attack of advertisement to diminish the effect of last one. In the new commercial the line between priority customer and ordinary one has drawn. And a clear message has flashed that priority customers are more important to them. 
Citation of market days reflects that almost 3.2% fall in their average revenue per user (ARPU) during lockdown as 40% of their users are having feature phone. Similarly its March quarter has recorded the loss is Rs 5,237 cr. And June quarter losses are estimated Rs 319-to-624.5 cr. Besides, the pending Adjusted Gross Revenue (AGR) is still haunting them. In such a case Airtel should be more decisive to convey any message that bounce back to them and cut a sorry figure. Moreover, the company has to take certain fast and radical changes to handle the customer grievances and improve connectivity. Probably, the company has to understand that hurling general information and putting money into it can be a risky game. Prioritizing the customers and grievance handing are the least expected thing that customers expect from company. 


Picture Courtesy:- youtube.com

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