AIRTEL's Advert Starring Lateef Adedimeji and Mama Rainbow Is Marvellous

There is an element of gambling in coming up with advertisements. Every serious advert must imbibe the five fundamental principles of advertising: Attention, Interest, Desire, Conviction, and Action. Even when the Creative Departments of advertising agencies come up with an advertisement for a client, it still remains a gamble, in the sense that it may strike a great chord with the target audience, or it may not really popularity. Adverts can be likened to newly published novels or newly released movies. After the novel is out, the author and publisher will fervently pray that it becomes a bestseller. Elechi Amadi, in an interview, confessed that he never knew that his novel, The Concubine, would become a bestseller, when he was writing it. He referred to it as “a lucky stride.”

Not too long ago, a leading telecommunication network in Nigeria and Sub-saharan Africa, Airtel comes up with an advert, starring a veteran Nollywood actress, Idowu Phillips aka Mama Rainbow, and a fast-rising Nollywood actor, Lateef Adedimeji. The advert is aimed at revealing a liberal data/subscription plan which Airtel has rolled out, which gives callers room for prolonged calls at an incredibly affordable rate. In the advert, Mama Rainbow puts a call across to her ‘son’, Lateef Adedimeji, profusely thanking him for sending an avalanche of gifts for her. She is visibly excited and appreciative. She bombards Lateef with a barrage of prayers, and Lateef who, at a time is sandwiched between his friends, replies: “Amen, Amen, Amen.” At a point, out of sheer curiosity over the length of the call, Lateef asks: “Mummy, what about your airtime?” Mama Rainbow responds that she enjoys a limitless airtime, thanks to her settling for Airtel network.

Regardless of the few criticisms which have greeted the advert, it is unquestionably a very successful advert, based on the research conducted by PENDROF, a branding and digital marketing agency.  Airtel got value for the money spent on the advert. It is hugely popular. It is a classic case of “Mission Accomplished.” Despite the fact that Yoruba language was the medium of communication in the advert, even the non-Yoruba speakers across the length and breadth of the country love the advert. It has also tremendously boosted Lateef and Mama Rainbow’s profiles, apart from their smiling to the bank for starring in the advert. Definitely, Nigerian advertising agencies must have learnt one or two useful advertising lessons from the advert.

For the branding of your company and first-class and affordable digital marketing services, call PENDROF on +2348038341039. EMail: pendrofmedia@gmail.com.

Dr Olusola Oso

Founder/CEO, PENDROF.