By Dipo Olowookere
Many must have seen the Television Commercial (TVC) showing on various broadcast platforms showing some Nollywood stars as casts.
The commercial was put together by leading telecoms operator, Airtel Nigeria and it is titled ‘Meet the in-Laws.’
It demonstrates the power of mobile Internet as a phenomenon that enriches life and keeps everyone connected irrespective of age, class, tribe or gender.
The advert followed the success made by the famous ‘Data is Life’ campaign in 2016, which starred recently married Nigerian actor, Gabriel Afolayan.
The new campaign by Airtel Nigeria is an incremental build that further expresses ‘Data is Life’ in a more culturally relevant way, using insight true to a typical Nigerian family.
It emphasizes that like love; mobile Internet connects the world, brings people together, inspires new stories and helps to forge harmonious bonds.
In continuation of its award-winning ‘Amin’ TVC, Segun, played by fast-rising actor, Abdulateef Adedimeji, is now married to Amaka and the new couple had just been blessed with their first child.
In line with local custom, Segun’s mom, renowned Nollywood actress, Idowu Philips aka Iya Rainbow; his mother-in-law, Nollywood actress, Ngozi Nwosu aka Mummy Peace and father in-law, actor, Dele Odule aka Papa Amaka, came visiting ahead the christening of their beloved grandchild.
To ensure peace and tranquillity in the house, Segun made sure that all necessary household items were distributed evenly, especially items common to both mothers-in-law – Iya Rainbow and Mummy Peace.
Expectedly, the rivalry between the mothers-in-law went from bad to worse as they contended for virtually everything – including bed rooms, personal effects, mobile Internet (Airtel router), baby care, etc.
On the day of the baby christening, Iya Rainbow took over the dance floor, becoming the cynosure of all eyes while twirling to the beats of the gangan drummers. But arrival of Mummy Peace in elegant native attire with family and friends grooving to the afro-pop song of Small Doctor – “Penalty” – swayed the attention of the guests.
Mummy Peace attracted the trendy and classy audience with her ‘life-of-the-party’ show – live streaming and smartphone selfies’ session. To demonstrate equal aptitude, Iya Rainbow also brought out her tablet smartphone for selfies, also getting similar attention from invited guests.
The new TVC, which was delivered in a comic and rich musical rendition, depicts the passion, love, and rivalry that exist in larger family settings. It also expressed how data has become a critical part of our life.
Airtel appears to be speaking to two major themes with the new TVC. The first idea is the posturing of the telco to occupy and own the ‘Data is Life’ narrative.
Consistently, Airtel has spoken to this theme and the ‘Data is Life’ sequel offers glowing testimony to the company’s narrative that data is not just the new oil but it equals life. Indeed, a life without data leaves so much to be desired.
The new TVC also captures Airtel’s intent to democratize data. The cast for the new TVC shows that regardless of age, social status and location, everyone has a strong craving for data. The mothers-in-law fully depict that social media is no longer the exclusive preserve for younger people.
More than anything else, Airtel is promoting togetherness, family values and demonstrating the immense influence and power that mobile Internet now commands.
Aduragbemi Omiyale 
Adedapo Adesanya