Airtel’s Bold New Ad Campaign, “Sab Kuch Try Karo, Fir Sahi Chuno”

The campaign calls out customers to try all networks and then decide for themselves which one is the best

by exchange4media Staff
Published - Mar 26, 2018 12:50 PM Updated: Mar 26, 2018 12:50 PM
Bharti Airtel today rolled out a new campaign reaffirming its position as India’s Fastest Mobile Network. The campaign, which has been conceived by Taproot Dentsu, will have TV and Digital legs.

The new campaign takes a fresh approach with a bold and direct theme – “Sab Kuch Try Karo, Fir Sahi Chuno”. The communication calls out customers to decide which network is the best by trying all options themselves and not merely on the basis of hearsay.

As per Ookla – the global leader in speedtest, Airtel continues to be the fastest mobile network in India (for details This is the third time in a row that Ookla has rated Airtel as India’s fastest network (Q3-Q4 2016, Q1–Q2 2017 and Q3-Q4 2017). The findings are based on Ookla's rigorous analysis of millions of consumer-initiated tests taken with Speedtest app. The tests are used to determine an operator’s Speed Score, which uses a modified trimean to demonstrate the download and upload speeds that are available across a provider’s network.

Explains Rajiv Mathrani, Chief Brand & Online Officer, Bharti Airtel, “This campaign aims to build an open and honest conversation with customers and re-affirm Airtel’s confidence in its network. During our consumer work, we discovered that several customers who had moved from Airtel to other networks are now coming back as they were convinced that Airtel is the best. This is a powerful insight. And the strength of Airtel’s network has been consistently recognized by the world’s leading Speedtest app. This is also a reflection of the massive investments in new technology and advanced networks we have made over the past couple of years.”

According to Agnello Dias of Taproot Dentsu, “The idea was to communicate Airtel's confident belief that if one were to actually test all the network services, Airtel would come out best. When India's largest telecom network steps out and actually puts itself up for scrutiny by confidently encouraging all users to go out and test every other network before choosing the right one, it is a big bold step that asserts the brand’s confidence in its delivery.”

Airtel offers high speed 4G services across India. The Company recently conducted India’s first 5G test trial.

Campaign Details
Creative agency: Taproot Dentsu
Creative team: Santosh Padhi, Agnello Dais and team
Account Management: Abhishek Kalzunkar, Maithili Naik
Director: Ram Madhvani
Original Composition: Vishal Khurana
Production: Equinox Films
Media Agency: GroupM
Date of release: March 23, 2018

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