Commenting on advertising strategy, Rajiv Mathrani, Chief Brand Officer, Bharti Airtel (India & SA), said, “Airtel’s 4G campaigns have redefined communication around high speed mobile data services and the brand has powerfully surged ahead. With the expansion of Airtel’s 4G network across India, the campaign showcases the network in some of the most picturesque locations and is delivered in a casual yet persuasive tonality. We will see Sasha in a refreshingly new avatar as she continues to build a strong youth connect for Brand Airtel.”
The campaign will have a total of five films and will be supported with communication spread across outdoor, print and digital mediums.
The first two ads films have already been released where the Airtel 4G girl, is seen on a vacation with her friends, who are happy with the thought that they might not get any mobile network service at remote locations. The local residents surprise her with their 4G service.
Airtel 4G Challenge
In August 2015, Airtel initiated its disruptive 4G ‘Challenge’, where Sasha Chhetri had become the synonymous with 4G in India. The ad film showcased her as a confident go-getter who can deliver the brand’s message with panache.
The campaign showcased two girls who were given a task to find out about Lucknow station. The girl using Airtel 4G does it before the other one. The next task given was to find out top 10 MBA colleges, which was yet again won by the Airtel 4G user.
The last task that was given to them was to download a full movie and the 4G user does it surprisingly fast. The crowd around her is anxious to know her Internet service provider, which she then reveals to be Airtel 4G. The video ends with the 4G user throwing a challenge that if someone has a faster network than Airtel 4G, their one year phone bill will be taken care of. The campaign was seen trending with more than 4 million likes on YouTube.
With Airtel’s 4G Challenge, the brand rolled its services across 296 cities in India such as Mumbai, Kolkata, Chennai, Bengaluru, Pune, Chandigarh and Amritsar. Airtel was also seen partnering with brands such as Samsung and Flipkart to proliferate 4G devices. The advertisement was seen trending across social media platforms becoming a favorite one for a lot if experts.
The social connect
Airtel has been focusing on its campaigns with a 360 degree approach. With focus on achieving broad digital objectives of awareness and product usage, the brand creates exclusive video content for various social media platforms.
The brand is witnessed seeding content across owned platforms on Facebook and YouTube and exclusive short versions of TVCs across video platforms.
The brand has a stronger approach to the digital and mobile media sice the positioning of the brand is more focused towards the technology and financially savvy youth audience.
