Cellular service provider Airtel has rolled out a campaign following the opening up of its network to users, conceptualised by Taproot-Dentsu.
The microsite www.airtel.in/opennetwork explains that now users can check the network in their locality, see current towers and planned towers of the telco, let the brand know where they face network issues, and also help with locations where the brand could set up towers.
A film on YouTube (above) captures the insight from which the initiative stems: consumer perception that all networks are the same, and that they do not care for consumers. With the initiative, the characters establish that ‘This is transparency’.
A print ad in today’s newspapers (below) invites users saying, “(sic) please judge us, question us, tell us where we are going wrong and partner us in getting it right.”