Airtel’s new smartphone-centric ad campaign

Country's top operator Bharti Airtel has launched its ‘The Smartphone Network’ (TSN) advertising campaign on the back of rising penetration of smartphones across India.

“Data is clearly driving the next phase of telecom revolution across the globe. In recognition of this phenomenon, we at Airtel have made significant technology and network investments to ensure we deliver the best data experience for smartphone users in India. ‘The Smartphone Network’ campaign by Airtel drives this very message in a manner that is intrinsic with our brand positioning”, said Mohit Beotra, chief brand officer, Bharti Airtel (India).

The campaign’s television commercial (TVC) is a thematic film with a contemporary take on the role that smartphones and data networks are playing in bringing millions of data savvy Indians closer to one another, a statement said.

“From ‘Express Yourself’ to ‘Har Friend Zaroori Hai, Yaar’ — enabling magical relationships have always been at the very core of Airtel’s brand values. Our all new campaign strengthens Airtel’s legacy of identifying fresh and relevant insights around relationships — and is a contemporary take on this very theme”, added Beotra.

Airtel’s TSN has been designed and developed by Taproot and will run on all national TV channels, and also have a strong presence in the digital world. The campaign will be supported by a strong presence on static media, including outdoor and retail.

The TSN campaign also introduces a fresh design element as part of Airtel’s brand identity which has been created by Wolf Ollins, a leading global brand design and consultancy firm, and reinforces Airtel’s continued commitment to reflecting the evolving aspirations of Indians, the statement added.

Zia Patel, director — India, Wolf Ollins said, “Around the world, telcos have evolved rapidly to the smartphone revolution — and India too is now a market that is all about smartphones and data explosion on handheld devices. Airtel is one of India’s most loved brands and has been a clear leader in recognizing as well as driving this very potential of data in the country. The new design element in Airtel’s branding signals the aspirational data shift and depicts a refreshed approach to engage its customers.”