Airtel is India’s largest cellular service provider with the widest network and reach.

Our communication goal was to demonstrate how empowering an Airtel connection can be.

The cost of the exercise was approximately Rs. 40,000 (USD 1000). The result: civic authorities received so many phone calls, they eventually demanded Airtel not put anymore stickers up. Leading newspapers carried the crusade forward with free photographic coverage. Airtel is India’s largest cellular service provider with the widest network and reach.

The stickers were placed at overflowing garbage dumps, clogged sewers, footpaths frequented by the homeless and wherever there was something to grumble about. They urged ordinary passersby to take action right there and then.

This sticker campaign was perfectly integrated with Airtel’s ‘Express Yourself’ theme. We even armed college kids with thousands of stickers and asked them to put them up wherever they felt necessary. They flagged problem spots across cities and towns.

Spinning off from Airtel’s ‘Express Yourself’ campaign, the idea was to put up stickers, pull up civic authorities, shake up government organizations, wake up apathetic citizens and turn on the younger generation of mobile users.