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Airtel partners with Milestone Brandcom to launch OOH campaign across 105 cities

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Airtel partners with Milestone Brandcom to launch OOH campaign across 105 cities

Bharti Airtel, India’s largest telecommunications services providers, is known for its path breaking consumer outreach initiatives.

In another industry first initiative, Airtel has opened up its entire mobile network information to its customers through an interactive online interface. The new interface will display Airtel’s mobile network coverage/signal strength across India in addition to network site deployment status.   

Using a simple colour scheme, the interface will allow customers to check if the Airtel mobile network in an area is excellent, good, moderate or non-existent, along with the status of corresponding sites serving the area - existing, required, being upgraded or forcibly shut down. The interface uses geospatial tools and other technologies for accurate reporting of network coverage.

The new interface, which is available on and myAirtel app will also allow customers to report their network related issues in an easy fashion.

In addition, customers can also contact the Airtel Call Centre or walk into any of the Airtel Flagship Stores across the country to report their network related issues. All Airtel Call Centres and Flagship Stores have been specially equipped with solutions based on the new interface to respond to network related issues.

The Open Network initiative is being communicated to consumers through a bold and path-breaking communication mix including a full-fledged OOH Campaign across 105 cities, executed with the intent of creating impact and spread word of mouth. The objective was to make the average customer, experience the Open Network interface.

To engage the customers and give them an on-the-spot experience of the Open Network interface, a human-size interactive touchscreen was placed in a bus shelter in Nehru Place, a business hub in Delhi. The objective was to do this activity in the high foot-fall and high visibility area for maximum engagement and exposure. Choosing bus stand as our activity venue worked as an interactive filler for commuters waiting for their next shuttle. Powered by Airtel 4G, the touch-screen enabled these customers to not only view Airtel’s network coverage of any location in India, but also give them an opportunity to instantly raise network issues and drop leads for new tower locations.

The customers were elated with this new experience and were completely wowed with the innovative manner of demonstrating the Open Network portal. Many such delighted customers even shared video testimonials with us. The activity was a huge success as it witnessed a tremendous participation in the 3-day activity period.

Speaking on the initiative, Rajiv Mathrani, Chief Brand Officer, Airtel, says “Open Network is a path breaking initiative and an endeavor to establish an honest communication with our customers to help us build a world-class network. This latest innovation using a bus shelter in a high footfall area allows us to take the initiative closer to the customer, enabling them to touch and feel the network and give their feedback. More importantly, it offers an opportunity to many customers to experience the simple and intuitive interface on a large screen, and reinforces our message of transparency effectively”      

Nabendu Bhattacharyya CEO & Managing Director Milestone Brandcom, says, “We took Airtel’s latest Open Network offering to On Ground at Delhi Nehru Place Bus Q Shelter and installed Digital LED Display. Passers-by and the people waiting for the bus could experience Airtel’ s honest Open Network Proposition and it also allowed them to get engaged, real time, and internalise the communication and offerings. Selection of location Nehru Place- South Delhi’s busy business hub experience the offerings. We had over thousands of interactions just in 3 days in one location, and have planned next phase, shortly, in various touch points across country. This is first by any brand to explore live open network in OOH medium”.

Milestone Brandcom has won over 200 awards since its inception and is the most awarded agency in India. Milestone has continually surpassed competition through its deliverables & capabilities & turned into a Rock Solid Leadership Brand. 
Milestone Brandcom currently executes OOH media duties for over 150+ established brands in India including key accounts like Airtel, COLORS, Pepsi Co. Group, Snapdeal, McDonalds, Binani Cement, Axis Bank, L’Oreal, Fastrack, ITC Foods, Dish TV, DSP Blackrock, ABP News, Nestle, Telenor, Titan Eye, Tanishq, E TV, Viacoms Studio 18, Tanishq, Bajaj Auto to name a few. 

Tags Airtel OOH

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.