Airtel rolls out new brand campaign focused on smartphone experience

Bharti Airtel, India’s largest telecommunications services provider, has rolled out a new campaign to reinforce its leadership 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.

The new campaign stand out due to its fresh brand tonality and innovative approach to communicate how Airtel delivers the best-in-class smartphone experience. Children represent unfettered and 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.

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 of Taproot Dents 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 & Kids was an apt fit.”

The campaign highlights: Airtel Secure (protect smartphones round the clock any kind of accidental/liquid damage; Airtel Movies (collection of popular movies and premium TV, Wynk Music (3 million songs across Indian, regional and international music); Airtel Games (2,000+ premium games); and Airtel Payments Bank (enables digital payments at over two million merchant bankers.