Airtel pushes broadband service with 360-degree campaign

Gunjan Prasad, 09 April, 2009

New Delhi

Airtel Telemedia Services has launched a new advertising campaign for its broadband service. Targeting who they identify as “funsters”; 16-25 year old college students and young professionals, the campaign seeks to re-position Airtel Broadband (BB) as the ultimate answer to real high-speed Internet experience.

“The campaign is based on two data points: First, that there are 11 million Internet connections in India of which five million are home broadband connections. Also, almost half of the 81 million Internet users in India are below 25 years of age,” explained R Chandrasekar, head - brand and media, Bharti Airtel. “Second, a number of studies show that when the speed of an Internet connection is faster, it transforms the way consumers connect and engage with the medium. It becomes a much more personalised experience for them.”

Based on these insights, the 360-degree campaign titled, “Impatience is the new life. Live it with Airtel Broadband", has been unveiled built upon the creative concept that today’s youth is impatient and that this impatience is a virtue that propels them to strive for and achieve more in life.

Unusually, the telecom major broke the campaign first on the mobile and Internet platform - followed by print, TV and BTL. “As part of our aggressive four-pronged digital strategy we have: unveiled a microsite, impatientones.com, which houses the creative content with an aim to build an exclusive online community of Airtel BB users; created an online contest inviting users to become the ‘impatient ones’ themselves by either editing a long film into a crisp 30-second clip or write a 30-word brief; tied up with various social communities such as Facebook and YouTube as advertising partners and launched a WAP-enabled mobile campaign where users can download the microsite, participate in the contest, etc.,” added Chandrasekar.

A Rediffusion Y&R-created television commercial has also been rolled out showcasing some ‘impatient’ moments of today’s youth and guiding them towards the Airtel BB experience.

Watch the TVC here: