Aircel's Path breaking CSR campaign

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syedstauheed

18 January, 2010

Through the campaign, the company is targeting high net-worth individuals who change their phones every 12 to 16 months. Drop boxes are being used to collect handsets.

While most brands and advertisers offer discounts, Mobile telephony service provider Aircel took the philanthropic path. Aircel recently came out with a 35-second corporate social responsibility (CSR) TV campaign that urged youths to donate their unused mobile handsets to old people.

For Gurdeep Singh, Aircel Chief Operating Officer the objective of the campaign is to motivate people to do something meaningful. Aircel’s corporate social responsibility campaign aimed to create an emotional connect cutting across geographies.

The company in pursue of this new initiative produced two commercials. The first shows an old couple having dinner in silence. The second film shows an old man playing carrom by himself, back and forth between the different sides of the board. The ads end with a super that says: Silence is not always golden.

Through the campaign, the company is targeting the high net-worth individuals who change their phones every 12 to 16 months. Drop boxes are being used to collect handsets. Aircel with the aid of NGO Helpage India would distribute the phones in old-age homes.