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Hutch's campaign achieved what it did in the context of strong airwave rivalry from Airtel's own. Tracing the competition in this market is easy. The market for cellular phone services does not have too many players, to begin with---licenced as the category is. And everybody knows who the two main rivals are, at least within the zone of GSM services. Hutch and Airtel. Hutch's 'you and I' spot has entered the charts as India's fourth best loved TV commercial, and if you see a pug (that cute little canine of the-pugnacious-nose fame) in the neighbourhood, you know who to blame. 'Wherever you go, our network follows' goes the ad, with the dog making a show of stuck-on loyalty that would embarrass even a leach. There's just no shaking off the little feller. It's a dramatic break from the drabness that might otherwise have sought to convey such a point of functional cellular coverage. Whether the competition with Airtel has done anything to inspire such creativity is not easy to determine. But Airtel has not done much worse smashing into consumer mindspace with its own campaign---'express yourself'. The brand's TV clips of suggestions on self-expression form an unmistakably frank piece of communication. And communication is what it's all about, at the end. Just two gutsy words, sometimes, work best: such as 'Say No'.
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