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Airtel gets frank with customers, makes network transparent

Conceptualised by Taproot Dentsu, Airtel in its Open Network Initiative campaign has opened up its entire mobile network information to its customers and sought feedback from them

BestMediaInfo Bureau | Mumbai | June 16, 2016

Click here to watch the TVC. Click here to watch the TVC.

In possibly a first-of-its-kind initiative, Airtel has made its entire network coverage information pubic through an interactive online interface and asked customers for feedback to help improve its services.

The campaign, conceptualised by Taproot Dentsu, takes a stand on addressing consumers’ problems by taking feedback from them on network issues. The initiative will use a media mix of television, print, outdoor and digital.

In the Open Network Initiative, Airtel has opened up its entire mobile network information to its customers. The interface will display Airtel’s mobile network coverage across India in addition to site/tower deployment status.

The film shows a group of people cribbing about all mobile networks in the country. No one really accepts their faults. Soon after hearing the queries, a voiceover takes the group to show Airtel’s first Open Network, where one can see nearby towers, the signals they emit and related details. People then start talking that now at least they know if there is a tower nearby, or whether a tower is coming up. The film ends with a voice in the slide which shows India’s first open network, Airtel.

Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, said, “This is a path-breaking campaign in the journey of brand Airtel and a frank conversation with the customer. Network quality is at the core of the experience we deliver to our customers and we are willing to say that our network can certainly be better. We are opening ourselves to feedback and questions from our customers and inviting them to help us make our network better. The look and feel, tonality of the communication is very different from past Airtel communication and we hope that it will help the brand establish a strong connect with customers.”

Agnello Dias, Co-founder and Chief Creative Officer, Dentsu Taproot India, said, "This is something Airtel and Taproot have been working on for a while now. This is not just a normal campaign, a lot of effort has gone into the making of this campaign. It's really fascinating for us to chart an advertising for a brand. It's a bold aggressive stance for a company to be completely transparent in what they do. The agenda was to address the problems across all networks and everybody wanted to address it. This was an attempt to try and find a radical new way to collaborate with consumers to see how we can actually make it as good as we can. This is the first step towards it."

The new interface will be available on and myAirtel app. It will allow customers to report their network related issues in an easy fashion.

The TVC:



Client: Airtel – India’s First Open Network

Creative agency: Taproot Dentsu

Campaign lead from Airtel: Rajiv Mathrani (Chief Brand Officer)

Production house: Equinox Films

Director: Ram Madhwani

Original music composition: A R Rahman (Airtel tune)

Media Agency: Group M

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