Airtel's #NetworkOfCare campaign motivates marathon runners and encourages running

The campaign marked completion of Airtel Delhi Half Marathon (ADHM) 2019. It saw 40,000+ marathon runners coming together from all walks of life to run for a cause close to their heart

e4m by exchange4media Staff
Updated: Oct 30, 2019 3:11 PM

Bharti Airtel (Airtel), India’s telecommunications service provider rolled out an innovative campaign on the theme, #NetworkOfCare to mark the completion of the 2019 year edition of the Airtel Delhi Half Marathon (ADHM). 

Highlighting Airtel’s customer obsession and the resultant ambition to be the network that cares for its customers, the campaign details Airtel’s innovative initiative that motivated runners at the marathon this year.

The initiative encouraged personalized messages from loved ones and supporters to runners on track at ADHM 2019. Airtel installed large screens on the racing track which automatically played these video messages to select runners as they came closer to the screen. This was executed with the help of RFID reading of the runner’s bibs.

The runners were pleasantly surprised as they unexpectedly saw their loved ones cheer them up on the racing track. Designed to give runners an additional moral support while they were running, this initiative aims at encouraging the spirit of running and the need for supporting running at the most relevant time for runners to reach their running goals. 

Vani Venkatesh, CEO – Delhi/NCR, Bharti Airtel said, “At Airtel, we are always obsessed with delighting our customers and making them feel special. The #NetworkOfCare campaign is an expression of the role of support and care in people’s lives to stretch that extra mile. This years’ ADHM pleasantly surprised runners midway into their run with heartwarming messages from their family and friends cheering them to complete the marathon. As the network that cares, we feel privileged to bring people closer to each other and ensure seamless connectivity for our customers at all times.”

The Airtel Delhi Half Marathon (ADHM) that concluded on October 20, 2019 witnessed yet another landmark year with 40,000+ runners coming together from all walks of life to run for a cause close to their heart.

In 2018, Airtel has rolled out the #PassTheTorch campaign with an aim to provide digital education to the children in backward and rural segments of the country. Over 10K people in rural areas benefited from the campaign. They were empowered with digital literacy as they learnt the power of the internet, for the first time through the initiative.

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