Airtel launches 'The Smartphone Network' ad campaign

In line with brand Airtel's larger positioning around enabling relationships - the campaign's TVC is a contemporary take on the role that smartphones and data networks are playing in bringing data savvy Indians closer to one another

e4m by exchange4media Staff
Updated: Jul 26, 2014 10:43 AM
Airtel launches 'The Smartphone Network' ad campaign

Bharti Airtel has launched its all new ‘The Smartphone Network’ (TSN) advertising campaign, which rides on the surge in adoption of data services, led by increasing 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,” explained Mohit Beotra, Chief Brand Officer, Bharti Airtel (India).

In line with brand Airtel’s larger positioning around enabling relationships – 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.

Watch the new Airtel ad here...

“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. Supporting the main TVC, a set of short commercials emphasising the strengths of the Airtel data network (across parameters like faster video streaming, longer battery life, etc.) will also be aired.

Designed and developed by Taproot India, the TVC 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 new design strengthens and emboldens the Airtel brand system to cut through clutter, create impact in the Indian communications landscape and give Airtel a distinctive place in the market.

Commenting on the new design, 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 recognising 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.”

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