Airtel has rolled out a campaign positioning itself as 'The Smartphone Network'. The campaign has been conceptualised by Taproot India, and comprises this lead TVC.
The film opens in an office. A boss informs her colleagues about some work that needs to be completed. Her colleagues question how it could be finished in such a short span of time. She says that it will have to be done, and urges them to start rightaway. The scene shifts to the night when the boss is ready to leave. On her way out she checks on how the work is going and asks one of them to call her if needed. On the way home, she calls her husband Rohit and asks what he would like for dinner. At the same time, one of the men working late in office to finish the task she has assigned receives a call from his wife. He tells her that he will take time, as his boss has given him a lot of work. He hangs up, but his wife calls again - this time via a video call. She showcases for him the dinner laid out on the table. The man, who was shown as visibly upset until then, breaks into a smile. It is then revealed that his wife is his boss. She asks him to return home soon. A voice over surmises, “Kabhi kabhi bas ek smartphone life main thoda magic laa saktha hai. Tabhi to khaas smartphones ke liye bana hai, Airtel – The Smartphone Network. (Sometimes only a smartphone can add a bit of magic to your life. That’s why we have a network made specially for smartphones...)”
Mohit Beotra, chief brand officer, Bharti Airtel India, said, "This all new campaign by brand Airtel rides on the surge in adoption of data services led by increasing penetration of smartphones across India. Data is clearly driving the next phase of telecom revolution across the globe. In recognition of this phenomenon, we at Airtel have made significant technology and network investments to ensure we deliver the best data experience for smartphone users in India. ‘The Smartphone Network’ campaign by Airtel drives this very message in a manner that is intrinsic with our brand positioning.”
He added, "From ‘Express Yourself’ to ‘Har Friend Zaroori Hai, Yaar’, enabling magical relationships have always been at the very core of Airtel’s brand values. Our all new campaign strengthens Airtel’s legacy of identifying fresh and relevant insights around relationships - and is a contemporary take on this very theme."
Besides television, the campaign will be seen across digital, OOH and retail media. Airtel has also rolled out a new design element, created by Wolf Ollins, along with the campaign.
Client: Bharti Airtel
Creative agency: Taproot India