Brand news

Airtel girl is back to tell you which is India's fastest mobile network

16 Mar 2017

Conceptualised  by Taproot Dentsu, the campaign shows Sasha Chhetri telling her friends how  Ookla -- the global leader in mobile broadband testing and web-based network  diagnostic applications -- has rated Airtel as the fastest network in the  country


Airtel girl Sasha Chhetri and her friends are back in a  brand new campaign from the cellular network provider. This time around, they  are trying to figure out which is the fastest network in India.


Conceptualised by Taproot Dentsu, the ad film begins with a  group of friends who are arguing about the fastest mobile network in India.  While all of them claim that it is their network, Chhetri asks for proof to  substantiate their claims. When that shuts everyone up, she goes on to say that  Ookla -- the global leader in mobile broadband testing and web-based network  diagnostic applications -- has rated Airtel as the fastest network in India.


 “Consistent high  network speed is a crucial consumer expectation and it’s great that millions of  Ookla tests have now proved Airtel to be the fastest network among all. Our new  campaign is aimed at reinforcing our superior network capability that enables  us to deliver best in class online experience to our customers across the  country,” said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel.


Commenting on the campaign, Agnello Dias, Chief Creative  Officer, Taproot Dentsu, said, “Ookla is the world leader in speed tests and  all we had to communicate is that it had proven Airtel to be the fastest in  India. We chose to do it via an all too familiar face.”


Airtel’s latest campaign will have a 360 degree media mix  led by TV. It will have support legs in outdoor, print, radio and digital  mediums.


The TVC:


[youtube]https://www.youtube.com/watch?v=C2ljgmPLapQ[/youtube]


Credits:


Client: Bharti Airtel


Agency: Taproot Dentsu


Campaign Lead from Airtel: Rajiv Mathrani (Chief Brand  Officer)


Director: Nitin Parmar


Original Composition: AR Rahman (Airtel tune)


Production: Equinox Films


Media Agency: GroupM


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