Airtel taps into kids’ imagination to push for its smartphone network

Bharti Airtel has rolled out a new campaign to reinforce its leadership as India’s best smartphone network. Conceived by Taproot Dentsu, the 360-degree campaign will run across all national TV channels, with a strong presence in digital and retail mediums. 

The new campaign stands out with its fresh brand tonality and innovative approach to communicate how Airtel delivers the best-in-class smartphone experience. Children represent unfettered and boundless imagination and brand Airtel takes inspiration from this imagination to build a future ready network. The campaign showcases how Airtel leverages this imagination to also create innovative products that deliver a complete smartphone experience and make the smartphone truly smart. 

Watch the TVC: 

Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, commented, “A digital lifestyle enabled by smartphones is fast becoming the new normal and customers look to do more and more with their devices. At Airtel, we have invested in world-class technology to build a future ready smartphone network that allows customers to do that much more with their smartphones. And what better way to showcase the endless possibilities of a smartphone on the Airtel network than through the limitless imagination of kids.” 

Elaborating on the campaign, Agnello Dias, Chairman and Co-Founder, Taproot Dentsu, “Airtel always comes across as a future-ready mobile network as it constantly innovates and pushes the envelope. We thought there was a strong parallel in what a mobile network like Airtel can help smartphone users achieve and the innocent imagination of a child’s expectations from the world of tomorrow. So Airtel & Kids was an apt fit.” 

Some of Airtel’s innovative smartphone solutions that the campaign highlights include:

Airtel Secure: The newly launched Airtel Secure protects Smartphones round the clock against any kind of Accidental /Liquid damage. It also provides mobile Anti-Virus, which comes with malware protection, anti-theft feature & web protection tools. There is also a facility for cloud back of up to 2GB data. 

Airtel Movies: The Airtel Movies app offers access to thousands of popular movies and premium TV shows across a host of genres. 

Wynk Music: The OTT music streaming app offers instant access to over 3 million songs across Indian, Regional and International music in one place. 

Airtel Games: Offers unlimited access to 2,000+ premium games with ad free, uninterrupted play. 

Airtel Payments Bank: It offers convenient digital banking and enables digital payments at over two million merchant partners. 

Airtel offers 4G/3G services in all 22 telecom circles of India to deliver a seamless smartphone experience. The company has committed an investment of Rs 60,000 crore under Project Leap, its nationwide network transformation programme, to build a future ready telecom network. 

Airtel also has been rated as India’s fastest mobile network by global leaders in speed testing like Ookla and OpenSignal. 

Campaign Credits: 

Agency: Taproot Dentsu
NCDs: Santosh Padhi, Agnello Dias
Creative: Mayuresh Dubashi, Durvesh Gaikar, Agnello Dias
Servicing: Umesh Shrikhande, Gargi Raju, Abhishek Kalzunkar, Maithili Naik
Still Photographer: Amol Jadhav
Production House: Equinox Films
Director: Ram Madhvani
Producers: Manoj Shroff, Rhea Prabhu
Music: Samir Uddin


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