Airtel unveils ‘The Smartphone Network’ ad campaign

28 Jul,2014

Bharti Airtel has launched its ‘The Smartphone Network’ (TSN) advertising campaign.


The new campaign by 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.


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