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
BestMediaInfo Bureau | Mumbai | March 16, 2017
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.
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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