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Smarter the network smarter the phone, says Airtel’s latest campaign

The campaign conceptualised by Taproot Dentsu has used the insight of limitless thoughts that comes to a child’s mind to show the kind of services the mobile network has to offer

Click on the Image to watch the TVC.

Telecommunications services provider Bharti Airtel (Airtel) has rolled out a new campaign to reinforce its position as India’s best smartphone network. Conceived by Taproot Dentsu, the 360 degree campaign will run across all national TV channels with a strong presence in digital and retail mediums.

Children represent boundless imagination and brand Airtel takes inspiration from this imagination to build a future ready network. The campaign showcases how Airtel leverages this imagination to also create innovative products that deliver a complete smartphone experience and make the smartphone truly smart.

The creative insight of the campaign was it has to be simple yet powerful and also in a format that cuts across SECs, age groups and mindset. What could be more simple and more powerful than illustrating this via limitless possibilities in a child's mind?

Rajiv Mathrani

Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, said, “A digital lifestyle enabled by smartphones is fast becoming the new normal and customers look to do more and more with their devices. At Airtel, we have invested in world-class technology to build a future ready smartphone network that allows customers to do that much more with their smartphones. And what better way to showcase the endless possibilities of a smartphone on the Airtel network than through the limitless imagination of kids.”

Agnello Dias

Agnello Dias of Taproot Dentsu, said, “Airtel always comes across as a future-ready mobile network as it constantly innovates and pushes the envelope. We thought there was a strong parallel in what a mobile network like Airtel can help smartphone users achieve and the innocent imagination of a child's expectations from the world of tomorrow. So Airtel and kids was an apt fit.”

The TVC opens with two kids expressing what all can a smartphone do from their imagination. As the children on screen keep on changing during the course of the one-minute film, different children tell their various requirements from a phone. These include flying a rocket, being a bodyguard and a macho man. The film closes on a voiceover that says, “while your phone can't do everything, your Airtel connection can do a lot of things beyond a normal telecom service provider”.

In the campaign, Airtel has emphasised the importance of choosing the right mobile network along with its vast offerings -- from mobile antivirus, phone damage protection, payments bank, movies, music, games to high-speed 4G, it has all the services that a consumer could demand.

In a research conducted in-house, Airtel found that while consumers put a lot of time and investment in identifying the best smartphone for their use, the choice of network is more often than not relegated to the background and is more based on heresy or network perceptions. As a category leader, the onus was on the company to drive category relevance and this new brand campaign tries to achieve just that.

The strategic rationale of the campaign is to move the needle for the network from just calling or speed to complete network smartphone experience and bring it to the forefront.

The TVC:


Agency: Taproot Dentsu

NCDs: Santosh Padhi, Agnello Dias

Creative: Mayuresh Dubashi, Durvesh Gaikar, Agnello Dias

Servicing: Umesh shrikhande, Gargi Raju, Abhishek Kalzunkar, Maithili Naik

Still Photographer: Amol Jadhav

Production House: Equinox Films

Director: Ram Madhvani

Producers: Manoj Shroff, Rhea Prabhu

Music: Samir Uddin

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