Taproot unveils Airtel 4G campaign

16 Mar,2016

By A Correspondent


The ubiquitous Airtel 4G Girl is back in a new avatar starting today as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri went on air today in the the India New Zealand match of the ICC World T-20 Cup on Tuesday.


Taproot Dentsu has unveiled a new campaign for Airtel’s 4G service. Here are some details, as per a communiqué received from Taproot:


Over the last few months the ubiquitous Airtel girl has become synonymous with the launch of 4G in the country. Loved, trolled, debated and discussed in equal measure she has gone on to become one of the highly salient brand advocates in recent times.


As the competition gets ready with starting out with 4G in the country, Airtel has moved on to delivering the power of 4G speed to the far reaches of the country. It is an important phase in the Airtel 4G campaign and we thought it would be interesting to get a tongue-in-cheek spin on her character, showing her now trying to take a break from 4G advocacy but ending up finding the brand’s influence preceding her.


It is a bright, brave campaign from a brand of this stature and drives home the underlying message that Airtel 4G is not only fast but available in more parts of the country than one would think.


The Films:

Shimla 40 sec – https://youtu.be/Em_Ov3h0C3U

Shillong 35 sec – https://youtu.be/ZIZK85eVFYM


Clientspeak: Srinivasan Gopalan, Director – Consumer Business, Bharti Airtel (India & SA) says, “Airtel has established a clear leadership in the 4G category, both in terms of network presence and brand communication. Sasha has become the face of 4G in India and we believe that the new campaign, which communicates the unmatched reach of Airtel’s 4G network, will further strengthen our data proposition and help us build on our first mover advantage.”


Agencyspeak: Agnello Dias, “We have seen a lot of the Airtel 4G girl in recent times. And she’s powerfully built 4G association with Airtel. We thought it would be great if we could take a cheeky look at her ubiquity. So this time instead of continuously advocating the brand, we have taken a different spin on her character while driving home a strong network message.”



Client- Airtel

Agency- Taproot Dentsu India Communication Pvt. Ltd.

CCO- Agnello Dias/ Santosh Padhi

CEO- Umesh Shrikhande

Writers- Agnello Dias/Pallavi Chakravarti

Account Management- Gargi Vegiraju/ Alekhya Marada/ Sana Patel

Art- Santosh Padhi/ Durvesh Gaikar/ Rutuja Mali


Production House Credits:

Equinox Films Pvt. Ltd, Mumbai

Director – Ram Madhvani/ Nitin Parmar

Producer/Executive Producer – Manoj Shroff/ Sia Bhuyan


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