The new campaign conceptualised by J Walter Thompson calls out everyone to dedicate a run for a cause and empower people by making them digitally literate
BestMediaInfo Bureau | Delhi | November 17, 2016
To mark this year’s edition of the Airtel Delhi Half Marathon (ADHM), Airtel has come out with an innovative ad campaign that celebrates the spirit of running and calls out people across the country to dedicate a run for the cause of empowering people through digital literacy.
Conceptualised by J Walter Thompson, the new campaign pledges that for every kilometre run, Airtel will empower one person by making him/her digitally literate. Everyone in the country can contribute to the programme by just tagging @airtelindia with the hashtag #MakeYourRunCount with a screenshot of their finished run.
The film shows a girl running after her pet who is trying to run away from her, a boy running after his friend who hit him with a ball, a man running as his car has been towed away for wrong parking, a group of boys running to get back their kite going down. There is a constant background score, which says life makes you run at every step. So if you run, life can run with you. Then comes the message -- Life makes you run, make it count.
The campaign was rolled out across digital, print, radio and outdoor mediums starting November 15 and has a different take on the spirit of running. All of us do loads of running in our daily lives – be it after our kids, their school bus, desperate last-minute scrambles for meetings or important tasks and so on. Every time people capture a screenshot of a finished run in their daily life or at the Airtel Delhi Half Marathon, they just need to tag @airtelindia with the hashtag #MakeYourRunCount along with a screenshot using any running app. For every kilometre run, Airtel pledges to empower one person in India through digital literacy. Airtel has rolled out its digital literacy programme in various parts of the country and imparts free of cost training sessions to people on how to use internet and smartphones and benefit from it. The sessions are in one-to-one / one-to-many format and has a strong focus on women/girls and their digital empowerment.
Rajiv Mathrani, Chief Brand Officer, Bharti Airtel said, “With this campaign we are asking people to come forward and contribute to a cause, while enjoying their run. A lot of us are privileged to have access to digital services, but there are millions who are unconnected for the want of digital literacy. Airtel is proactively doing its bit to reach out to people in India and is making an attempt to make them digitally abled. We hope more and more people will come forward and share their run with us in order to make a difference.”
Campaign Lead from Airtel: Rajiv Mathrani (Chief Brand Officer)
Creative agency: J Walter Thompson
Production House: Red Ice
Director: Surya Balakrishnan
Music Director: Hanif Sheikh
Signature tune by: A R Rahman
Media Agency: GroupM