Within the ever changing environment of digital and social media, carriers such as Airtel can become solution providers, remarked Arun Sharma, Vice President, Marketing, Bharti Airtel.
As a high reach medium, mobile presents unique opportunities to marketers, Sharma said, adding that mobile can reach a segmented audience, reach all media dark areas and can be used for location targeting.
While talking about reach, Sharma spoke specifically about how Airtel’s pan India presence has helped it reach every corner of the country.
Speaking about how mobile can reach all media dark areas of the country, he cited the example of Fair & Lovely and said, “TV has its own limitations, but mobiles can deliver a message to every village in the country. The Fair & Lovely campaign is one example where Airtel delivered the brand message to 7 million unique users in Uttar Pradesh.”
Sharma also stressed on the importance of delivering the right message closest to the purchase. To highlight this point he mentioned the role that Airtel had played in the launch of Hindi GEC Life OK. He claimed that within four hours of the launch, Airtel had sent 200 million impressions to people.
Sharma shared his views at the MMA India Forum 2013, organised by the Mobile Marketing Association in Gurgaon on September 5, 2013.