Telecom operator Airtel today rolled out a new campaign reaffirming its solid position as India’s fastest mobile network. The campaign, which has been conceived by Taproot Dentsu, will have TV and digital legs.
The new campaign takes a fresh approach with a bold and direct theme – “Sab Kuch Try Karo, Fir Sahi Chuno”. The communication calls out customers to decide which network is the best by trying all options themselves and not merely on the basis of hearsay.
Rajiv Mathrani, Chief Brand and Online Officer, Bharti Airtel, said, “This campaign aims to build an open and honest conversation with customers and re-affirm Airtel’s confidence in its network. During our consumer work, we discovered that several customers who had moved from Airtel to other networks are now coming back as they were convinced that Airtel is the best. This is a powerful insight. And the strength of Airtel’s network has been consistently recognized by the world’s leading speedtest app (Ookla). This is also a reflection of the massive investments in new technology and advanced networks we have made over the past couple of years.”
According to Agnello Dias of Taproot Dentsu: “The idea was to communicate Airtel’s confident belief that if one were to actually test all the network services, Airtel would come out best. When India’s largest telecom network steps out and actually puts itself up for scrutiny by confidently encouraging all users to go out and test every other network before choosing the right one, it is a big bold step that asserts the brand’s confidence in its delivery.”