Telecommunication service provider Airtel has rolled out a new brand campaign to showcase the wide range of exclusive benefits of its recently re-launched customer programme titled #AirtelThanks.
The campaign, conceived by Taproot Dentsu Advertising, takes a break from Airtel’s high-speed 4G network imagery and has a refreshing and youthful feel. It will have a 360-degree media mix across multiple touch points, including, TV, radio, digital, outdoor and cinema.
The campaign has a new sing/song format and its music has been inspired by the popular ‘Cups’ song by Anna Kendricks. The film has a warm and friendly tone and aims to instantly connect with customers across demographics with its signature step, which uses mobile phones to build a percussion.
Shashwat Sharma, Chief Marketing officer, Bharti Airtel, said, “This is a path-breaking campaign in our brand journey that is built on customer obsession. #AirtelThanks is our way of rewarding our valued customers with some super benefits that not just add value but differentiate the smartphone experience on our network. Our ambition is to build #AirtelThanks into a world-class platform in collaboration with our partners and take customer delight to the next level.”
Agnello Dias, Chairman and Co-Founder, Taproot Denstu, said, “Airtel has one of the most loyal customer base in the country and Airtel Thanks is the brand’s way of acknowledging that loyalty through a range of rewards and benefits that are available only and only to Airtel customers. You won’t find these online or offline or through any other programme. This campaign kicks off the comprehensive first batch of benefits and there will be a continuing slew of more in the future... some of which even money can’t buy.”
The new avatar of #AirtelThanks is tiered in its offering — Silver, Gold and Platinum. Each tier opens a whole new set of benefits for Airtel customers. The benefits are powered by Airtel’s strong partnerships, which go from premium content brands like Amazon Prime, Netflix and Zee5 to Wynk music, device brands and many more.
Silver tier is an entry to the world of basic content — AirtelTV, Wynk. With Gold, customers can get an access to many add on telecom benefits, and great value access on premium content or financial services. With Platinum, customers will get VIP service from Airtel, premium content, e-books, device protection, and exclusive invites and priority access to events and sales.
Agency: Taproot Dentsu
CCO: Agnello Dias, Santosh Padhi
Creative Team: Apoorva Jain, Agnello Dais
Account Management Head: Abhishek Kalzunkar
Production House: Equinox Films
Director: Ram Madhvani
Producer: Rhea Prabhu
Original Music: Anna Kendrick
Adapted Music: Roshan Machado