Airtel encourages people to dedicate a run for the digital empowerment of India

To mark this year’s edition of Airtel Delhi Half Marathon (ADHM), Airtel has come out with an innovative ad campaign that celebrates the spirit of running and calls out people across the country to dedicate a run to the cause of empowering people in India through digital literacy.

The campaign will be rolled out across digital, print, radio and outdoor mediums starting today and has a different take on the spirit of running. All of us do loads of running in our daily lives – be it after our kids, their school bus, desperate last minute scrambles for meetings or important tasks and so on. Airtel’s new campaign calls out everyone to dedicate a run for a larger purpose and empower people in India by making them digitally literate. 

Every time people capture a screenshot of a finished run in their daily life or at the Airtel Delhi Half Marathon, they just need to tag @airtelindia with the hashtag #MakeYourRunCount along with a screenshot using any running app. For every kilometer run, Airtel pledges to empower one person in India through digital literacy. Airtel has rolled out its digital literacy program in various parts of the country and imparts free of cost training sessions to people on how to use internet and smartphones and benefit from it. The sessions are in one-to-one / one-to-many format and has a strong focus on women/girls and their digital empowerment. 

Rajiv Mathrani, Chief Brand Officer, Bharti Airtel said, “With this campaign we are asking people to come forward and contribute to a cause, while enjoying their run. A lot of us are privileged to have access to digital services, but there are millions who are unconnected for the want of digital literacy. Airtel is proactively doing its bit to reach out to people in India and is making an attempt to make them digitally abled. We hope more and more people will come forward and share their run with us in order to make a difference.”

Link to the digital film: https://youtu.be/__9xX8W_iEE

Campaign Lead from Airtel:  Rajiv Mathrani (Chief Brand Officer)                       

Creative agency:  J Walter Thompson             

Production House:  Red ice         

Director:    Surya Balakrishnan    

Music Director:   Hanif Sheikh 

Signature tune by A R Rahman

Media Agency:  GroupM

Date of release:  15^th Nov 2016