Airtel has a launched a campaign underlining its claim of having the widest 4G network in India.
The five-film campaign conceptualised by Taproot-Dentsu kicked off with two films that aired on 15 March, during the ICC World T20 cricket match.
The films feature the model who has become the brand’s face for 4G services. She plays herself in the films, and is portrayed as being on holiday with her friends.
One of the films (above) set in snowcapped mountains near Shimla, features the protagonist and her friends sitting atop a mountain, with some guides and yaks in the background. The candid conversation features the 4G girl admitting to yapping non-stop about 4G and her friends pulling her leg on the same. She seems relieved that she’s on holiday and in a place without 4G, but is proved wrong. The local guides are watching a game of cricket on Airtel’s 4G network. The brand pitches itself as the one with the widest 4G network in India.
The other film follows on similar lines, and is set in Umaim Lake near Shillong.
Rajiv Mathrani, chief brand officer, Bharti Airtel (India and SA), said, "Airtel’s 4G campaigns have redefined communication around high speed mobile data services and the brand has powerfully surged ahead. With the expansion of Airtel’s 4G network across India, the campaign showcases the network in some of the most picturesque locations and is delivered in a casual yet persuasive tonality. We will see Sasha (Chettri, the ‘4G Girl’) in a refreshingly new avatar as she continues to build a strong youth connect for brand Airtel."
The campaign will be supported by OOH, print and digital legs.
Client: Bharti Airtel
Head – brand: Rajiv Mathrani
GM, brand marketing: Navin Shenoy
Creative agency: Taproot-Dentsu
Original Composition: AR Rahman (Airtel tune)
Production house: Equinox Films
Directors (film): Ram Madhwani, Nitin Parmar
Media agency: GroupM
Creative digital agencies: Webchutney, Interface
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