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Customers contribute to Airtel’s ‘Open Network’ initiative

The telecommunications service provider is rolling out a 360-degree advertising campaign to support the next leg of the initiative, which is being designed by Taproot Dentsu

BestMediaInfo Bureau | Mumbai | August 29, 2016

Airtel-Open-Network Click on the Image to watch the TVC.

Buoyed by the good response to its ‘Open Network’ drive, Bharti Airtel is all set to roll out a 360-degree advertising campaign to support the next leg of the initiative. The ‘Open Network’ initiative was launched in June 2016 and Airtel’s entire mobile network information was made public to customers through an interactive online interface. Customers were asked to give feedback to improve the network.

To date, over 9,000 sites have been upgraded at various locations and over 30,000 existing sites have been optimised by Airtel’s network team. They have resolved network-related issues based on feedback from customers. New towers are also being set up wherever necessary.

As a follow-up to the earlier campaign, Taproot Dentsu has designed a campaign based on the feedback/insights gathered. The initiative encourages customers to participate and take charge of network-related issues.

The new TVC by Airtel tells the story of Paradise Colony. Narrated by a protagonist, he mocks that the colony was an island. There was barely any network. He then heard about ‘Airtel’s open network and dropped an ‘SOS’ to Airtel. He was surprised that a reply actually came. A team came down to their colony to find the problem. They soon installed a tower, leaving the residents of Paradise colony happy. The campaign ends with a voiceover narrating how multiple societies have joined hands with Airtel’s open network to get better network.

As a mark of gratitude to customers who have helped Airtel build a better network, the Open Network portal will have a new section – ‘Network Stories.’ This section will detail the actual on-ground changes that have happened post the open network campaign launch, where Airtel has delivered an improved network experience. The section will have testimonials from satisfied customers.

Agnello Dias Agnello Dias

Agnello Dias, Chief Creative Director, Taproot Dentsu, said, “It is a follow up to the last campaign that shows the tremendous amount being done on ground. They are based on real life stories. The challenge was to connect to the previous campaign. The previous campaign showed a very aggressive side to consumer feedback and through this campaign we have tried to counter that.”

The TVC:



Client: Airtel

Agency: Taproot Dentsu

Chief Creative Director: Agnello Dias

Film Director: Nitin Parmar

Production House: Equinox Films

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