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Airtel seeks to dominate the duel for faster downloads with 4G

The TVC for Airtel 4G, conceptualised by Taproot Dentsu, demonstrates the superior mobile Internet experience that it delivers to consumers in a dramatic way

Aanchal Kohli | Delhi | August 13, 2015

airtel4g Click on the image to watch the TVC.

At the end of the last auctions, Airtel had acquired 3G spectrum across the country, barring one geography, which put the company in a strong position to lead the mobile Internet revolution. Now, with the commercial launch of 4G, Airtel is taking consumers’ experience to the next level.

Airtel has rolled out a new campaign to announce the 4G launch. The campaign, conceptualised by Taproot Dentsu, is based on the insight that people are sceptical about claims on speed and the inertia to change SIMs is high. Hence, the TVC attempts to break this inertia and launches an ‘Airtel challenge’ for all viewers. The challenge commits to pay users’ mobile bills for life, if their network is proven to be faster than Airtel 4G.

The TVC shows a young, spunky protagonist who gets into a network duel with a challenger. The grim looking adjudicator keeps calling out use cases like photo uploads/ movie downloads, etc., only to find the protagonist doing it all at lightning speeds. The challenger finally gives up and cries foul, only to be told that the reason the protagonist’s network is so much faster is because it is Airtel 4G.

Agnello Dias Agnello Dias

Agnello Dias, Chief Creative Officer, Taproot Dentsu, elaborated, “The thought was simple – to demonstrate the speed and power of 4G network in India. The aim was to show and spread awareness about how good the product is.”

Dias further said that the brief given to the agency was to launch 4G in such a way that the consumers got clarity on the power of the product. He added, “Since there was a lot of consumer feedback on 4G, hence we were asked to bring alive the demonstration of the product as dramatically as possible.”

Also, interestingly the entire commercial follows a face-off challenge war between two women, highlighting how fast their respective networks are by playing few mobile data related challenges. While the challenges/ tasks involve quite a few things, including searches, movie downloads, etc., one contender is much quicker than the other because she is seen using Airtel 4G Network. The question that could be raised here was the fact that the advertisement not even once showcases the pricing as the consumers might be in a dilemma that 4G apparently could be costlier. When asked to clarify the same, Dias said, “Well, for starters, the price is equal to 3G, hence we did not see any need to highlight the same.”

According to him, the challenge was to portray a technologically strong product in an engaging way.

The TVC:



Client: Bharti Airtel

Creative agency: Taproot Dentsu

CCOs: Agnello Dias, Santosh Padhi

Account Management: Gargi Vegiraju, Alekhya Marada

Production House: Equinox

Director: Ram Madhvani

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