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Airtel launches #NetworkOfCare campaign to mark completion of 2019 edition of Airtel Delhi Half Marathon

Displays personalised video messages from family and supporters to runners on LED screens during Airtel Delhi Half Marathon 2019

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Telecommunications service provider Bharti Airtel (Airtel) has rolled out an innovative campaign on the theme, #NetworkOfCare, to mark the completion of the 2019 year edition of the Airtel Delhi Half Marathon (ADHM).

Highlighting brand Airtel’s customer obsession and the resultant ambition to be the network that cares for its customers, the campaign details Airtel’s innovative initiative that motivated runners at the marathon this year.

With encouraging personalised messages from loved ones and supporters, Airtel installed large screens on the racing track, which automatically played these video messages to select runners as they came closer to the screen. This was executed with the help of RFID reading of the runner’s bibs.

The runners were surprised as they unexpectedly saw their loved ones cheer them on the racing track. Designed to give runners an additional moral support while they were running, the initiative aimed at encouraging the spirit of running and the need for supporting running at the most relevant time so that runners can achieve greater success while they set out to reach their running goals.

Vani Venkatesh, CEO, Delhi/NCR, Bharti Airtel, said, “At Airtel, we are always obsessed with delighting our customers and making them feel special. The #NetworkOfCare campaign is an expression of the role of support and care in people’s lives to stretch that extra mile. This year’s ADHM pleasantly surprised runners midway into their run with heart-warming messages from their family and friends cheering them to complete the marathon. As the network that cares, we feel privileged to bring people closer to each other and ensure seamless connectivity for our customers at all times.”

The Airtel Delhi Half Marathon that concluded on October 20, 2019 witnessed yet another landmark year with 40,000+ runners coming together from all walks of life to run for a cause close to their heart.

In 2018, Airtel has rolled out the #PassTheTorch campaign with an aim to provide digital education to the children in backward and rural segments of the country. Over 10K people in rural areas benefited from the campaign and were empowered with digital literacy as they learnt the power of internet for the first time through the initiative.

The TVC:

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