Airtel addresses woes of prepaid subscribers during Lockdown

In an attempt to ease the process of phone recharge for its subscribers amidst lockdown, Airtel has launched its latest campaign, ‘Recharge Revolution’. Conceptualised and executed by Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network (DAN) India, the commercial highlights recharging facilities at ATMs and Pharmacy stores.

Staying in touch with friends and family should be seamless, especially during these challenging times. Keeping this in mind, the commercial reaches a vast subscriber base who rely on their prepaid connection as a mode of communication. The film has been shot indoors across Jharkhand, Uttar Pradesh, Delhi and Noida while adhering to the norms and guidelines of the lockdown.

Additionally, through the ‘Help a Friend’ initiative, subscribers can even recharge for those around them who do not use a smartphone. This can be done via the Airtel Thanks App.

Commenting on the film, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Some services are more essential than others. I think the past few months have taught us that telecom is one of them. Cooped up indoors, a single day spent without data or good signal strength meant losing touch with loved ones and the outside world at large. So, imagine the setback millions of prepaid users would have faced with the lockdown shutting down recharge stores everywhere. Airtel rose to the challenge and in a short span of time, changed the face of recharging as we knew it. The ad just captures what actually happened - nothing more, nothing less, and that’s the beauty of it.”


Campaign Credits:

ECD - Pallavi Chakravarti

Group Account Manager - Abhishek Kalzunkar

Production House - Equinox Films

Director- Nitin Parmar

Producer- Annum Waris


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