Campaign India Team
Aug 07, 2015

Airtel stages network face-off, invites users to challenge 4G speed

Watch the ad film conceptualised by Taproot Dentsu here

Airtel has rolled out a campaign for the launch of its 4G offering, conceptualised by Taproot Dentsu.
 
A film that is part of the campaign is set on a terrace in a residential area of a small town. The stage is prepared for a contest, a keenly awaited one at that. A table is the battleground and the judge and two contestants take up their positions, with their mobiles being the equipment. Supporters throng the arena, cheering them on.
 
The judge says 'Network ready' and the contest begins with a countdown. The first challenge is getting directions to Lucknow station. It's then revealed that the battle is about speed of browsing on the phone connections of the two contesting ladies. One of them finds it, and presses her timer, in a set up that resembles a chess game. The next challenge thrown in is 'Top 10 MBA colleges'. The winner from the first round goes on to win this too, while her opponent moves her phone around hoping to get the result faster. The winner shows the answer and signals for the next challenge. Coke Studio, a football match, Honey Singh, a full movie download are thrown next as challenges. The contest is completely one-sided. The loser cries foul and suggests that there's something wrong. The winner clarifies and reveals that there's nothing wrong, and attributes the access speed to Airtel 4G. She then throws a challenge to viewers: if anyone can find a connection faster than Airtel 4G, the brand is promising to pay their mobile bills for life.
 
A print leg of the campaign has been rolled out across dailies.
 
The film went on air on 6 August 2015.
 
Credits
 
Client: Bharti Airtel
Agency: Taproot Dentsu
CCOs: Agnello Dias, Santosh Padhi
Account management: Gargi Vegiraju, Alekhya Marada
Production house: Equinox
Director: Ram Madhvani
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
With a song and a prayer, ICICI Lombard fires up your imagination
Premium
1 hour ago

With a song and a prayer, ICICI Lombard fires up ...

Watch the film conceptualised by Ogilvy Mumbai here

Premium
Dentsu Impact gets digital mandate for HT Media's radio business
Premium
2 hours ago

Dentsu Impact gets digital mandate for HT Media's ...

Dentsu Impact that already handles the mainline creative work, looks at ensuring a stronger consolidation of the offline and online platforms

Premium
M&A activity in marketing sector grows by 16 percent in 2019
Premium
4 hours ago

M&A activity in marketing sector grows by 16 ...

Dentsu leads the pack in the first nine months of 2019. The big six holding companies acquired fewer than half the number of agencies they bought last year.

Premium
Anjali Lama, Dutee Chand, Mary Kom and Sara Ali Khan complete 'propah' transformation with Puma
Premium
9 hours ago

Anjali Lama, Dutee Chand, Mary Kom and Sara Ali ...

Watch the film conceptualised by Digitas India here