Sasha Chhetri, the Airtel Girl, and her friends are back in a brand new campaign. This time, they are trying to figure out which mobile network is India’s fastest and give proof.
The answer is Airtel, which has been rated India’s fastest mobile network by Ookla – the global leader in mobile broadband testing and web-based network diagnostic applications. Ookla’s findings are based on analysis of millions of Internet speed tests by mobile customers across India using its popular Speedtest app. The results include all mobile tests, regardless of connection technology.
Airtel’s latest campaign, which has been conceived by Taproot-Dentsu, will have a 360 degree media mix led by TV. It will have support legs in Outdoor, Print, Radio, and Digital mediums.
As acknowledged by Jamie Steven, COO at Speedtest by Ookla, “We are pleased to acknowledge Airtel as India’s Fastest Mobile Network for 2016. This award recognizes Airtel’s commitment to delivering fast speeds and a strong network to their customers across India.”
Says Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, “Consistent high network speed is a crucial consumer expectation and it’s great that millions of Ookla tests have now proved Airtel to be the fastest network amongst all. Our new campaign is aimed at reinforcing our superior network capability that enables us to deliver best in class online experience to our customers across the country.”
Agnello Dias of Taproot Advertising adds, “Ookla is the world leader in speed tests and all we had to communicate is that it had proven Airtel to be the fastest in India. We chose to do it via an all too familiar face.”
Airtel has been consistently rated India’s fastest mobile network. Airtel offers high speed mobile broadband in all 22 telecom circles of the country.
Campaign Lead from Airtel: Rajiv Mathrani (Chief Brand Officer)
Creative agency: Taproot-Dentsu Pvt. Ltd
Directors: Nitin Parmar
Original Composition: AR Rahman (Airtel tune)
Production: Equinox Films
Media Agency: GroupM
Date of release: March 15, 2017