Airtel unveils emotional campaign to support Delhi Half Marathon

In its quest to bring people closer and make them connect easily, Airtel has extended its above-the-line brand communication to an on-ground property, the Delhi Half Marathon.
"The Marathon is about the spirit of the entire city coming together and Delhi is a very special market for Airtel since we started operations from this city," said Chandrasekar Radhakrisnan (Chandru) Sr Vice President Marketing – Airtel. "Hence the Delhi Half Marathon was a great opportunity to own a property that resonates with our brand philosophy."
 To promote its association with the campaign, Airtel has rolled out a TV spot created around a musical rendition created specially by A R Rahman. Developed by Rediffusion, the spot captures the kids view of the world which is devoid of barriers and inhibitions.
Children run without a reason out of the sheer exhilaration and joy of running. "The ADHM campaign attempts to capture the spirit and exhorts viewers to think back to the time when they too ran together as kids," said Ramanuj Shastry and Sagar Mahabaleshwarkar, Chief Creative Officers- Rediffusion DYR.
AIrtel has launched an integrated campaign to support the event including a 'Barrier Bin' that shall be placed at various venues to encourage people to discard their inhibitions and take part in the run.