Bharti Airtel : airtel launches ‘The Smartphone Network’ ad campaign
July 28, 2014 at 12:20 pm EDT
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• Introduces new design unit as part of its brand identity
New Delhi, July 25, 2014: Bharti Airtel, a leading global telecom service provider with operations in 20 countries across Asia and Africa, today launched its 'The Smartphone Network' (TSN) advertising campaign.
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", said Mohit Beotra, Chief Brand Officer - Bharti Airtel (India).
In line with brand Airtel's larger positioning around enabling relationships - the campaign's television commercial (TVC) is a thematic film with a contemporary take on the role that smartphones and data networks are playing in bringing millions of data savvy Indians closer to one another. "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", added Beotra. Supporting the main TVC, a set of short commercials emphasizing the strengths of the Airtel data network (across parameters like faster video streaming, longer battery life etc.) will also be aired.
Designed and developed by Taproot, the TVC will run on all national TV channels, and also have a strong presence in the digital world. The campaign will be supported by a strong presence on static media, including outdoor and retail.
The TSN campaign also introduces a fresh design element as part of Airtel's brand identity which has been created by Wolf Ollins, a leading global brand design and consultancy firm, and reinforces Airtel's continued commitment to reflecting the evolving aspirations of Indians. The new design strengthens and emboldens the Airtel brand system to cut through clutter, create impact in the Indian communications landscape and give Airtel a distinctive place in the market.
Commenting on the new design, Zia Patel, Director - India, Wolf Ollins said, "Around the world, telcos have evolved rapidly to the smartphone revolution - and India too is now a market that is all about smartphones and data explosion on handheld devices. Airtel is one of India's most loved brands and has been a clear leader in recognizing as well as driving this very potential of data in the country. The new design element in Airtel's branding signals the aspirational data shift and depicts a refreshed approach to engage its customers".
Check out the new Airtel ad at http://youtu.be/T9BlI9nhqTE. For more information, visit www.airtel.in/tsn.
About Bharti Airtel
Bharti Airtel Limited is a leading global telecommunications company with operations in 20 countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the top 4 mobile service providers globally in terms of subscribers. In India, the company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed DSL broadband, IPTV, DTH, enterprise services including national & international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G wireless services and mobile commerce. Bharti Airtel had over 299 million customers across its operations at the end of May 2014.www.airtel.com
Bharti Airtel specializes in telecommunications services. Net sales break down by activity as follows:
- mobile telephone (76.7%): 395.7 million customers at the end of March 2018;
- telecommunications services to enterprises (11.7%);
- fixed telecommunications services (7.5%): fixed telephone, long distance telephone and Internet access services (2.2 million customers), and TV broadcasting services (14.2 million customers), etc.;
- services to telecoms operators (4%);
- other (0.1%).
Net sales are distributed geographically as follows: India (76.3%), Africa (22.7%) and other (1%).
BHARTI AIRTEL LIMITED 
