Airtel Rolls Out A 360 Degree Campaign Announcing Its Open Network Initiative

Marketing | June 16, 2016 | News

Airtel Dentsu Aegis

In an industry first initiative, Airtel has opened up its entire mobile network information to its customers through an interactive online interface. The new interface will display Airtel’s mobile network coverage across India in addition to site/tower deployment status.
Using a simple colour scheme, the interface will allow customers to check if the Airtel mobile network in the area is excellent, good, moderate or the area has no coverage, along with the status of corresponding sites/towers serving the area - existing, required, being upgraded or forcibly shut down. The interface uses advance geospatial tools and other technologies for accurate reporting of network coverage.
The new interface, which will be available on and myAirtel app starting tomorrow, will also allow customers to report their network related issues in an easy fashion.
The Open Network initiative will be communicated to consumers through a bold and path-breaking communication mix that will include TV, Print, Outdoor, and Digital.
Speaking about the initiative Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, said, “This is a path-breaking campaign in the journey of brand Airtel and a frank conversation with the customer. Network quality is at the core of the experience we deliver to our customers and we are willing to say that our network can certainly be better. We are opening ourselves to feedback and questions from our customers and inviting them to help us make our network better. The look & feel, tonality of the communication is very different from past Airtel communication and we hope that it will help the brand establish a strong connect with customers.”

The brand has also launched a TVC for the new campaign directed by ace filmmaker Ram Madhwani. Taproot-Dentsu has been roped in to execute the campaign for the telecommunication brand.

The path-breaking campaign from Taproot-Dentsu takes a bold approach to communicating the initiative with a media-mix of TV, Print, Outdoor and Digital.

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