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Our Bureau

Chennai , March 21

AIRTEL recently launched a new TV campaign featuring Shah Rukh Khan and Sachin Tendulkar for its new promotion, `Showdown', which is supposed to be on the lines of the Hollywood blockbuster, Gangs of New York. The campaign features Shah Rukh and Tendulkar leading their respective gangs for a showdown. The campaign signs off with both of them inviting subscribers to join their respective team — `Join my team, we will beat him.'

Speaking to Business Line, Mr Atul Bindal, Chief Marketing Officer and Director, Bharati Cellular, said that the promotion would enable 300 AirTel subscribers to participate in a day-long series of action sports with Tendulkar and Khan.

The promotion is meant for both for pre-paid and post-paid customers and the participants will be selected based on the usage of their mobile phone. "We expect the campaign to increase brand saliency and strengthen our leadership in the telecom market. Sachin and Shah Rukh together in an ad film after so many years are bound to attract eyeballs across the country. The promotion itself is aimed at delivering bigger consumer connect with the AirTel brand," said Mr Bindal.

Talking about the creatives, Mr Preet K. S. Bedi, President, Rediffusion DY&R (the creative agency), said, "The whole exercise is meant to create lot of excitement around the brand." He said that the campaign would be dubbed in Hindi, Kannada, Tamil, Telugu and Malayalam.

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