Background & Context

THE RACE TO 5G: AIRTEL'S SHOT AT DOMINATION IN INDIA'S TELECOM MARKET

The Indian telecom industry is a crowded space with little differentiation between players. But the arrival of 5G in 2022 opened a golden door for Airtel. They could leapfrog the competition and become the go-to network for the new era of mobile internet.

Creative Challenge

CONVINCING INDIANS, WHO ARE HESITANT TO JUMP, TO LEAP

We wanted to position Airtel as India's future-proof mobile network with 5G. But the challenge? 5G couldn't just be for tech-enthusiasts. We needed to make it relevant and exciting for everyone across the country.

The problem was, people didn't quite get 5G. For a country where the transition to 4G was still incomplete, 5G felt like something out of a sci-fi movie - invisible, complicated, and irrelevant to everyday life; maybe even a little intimidating. We had to change that perception and show people how 5G could genuinely improve their lives.

Airtel set out to make a billion strong nation to warm up to a cold and futuristic technology.

Solution

BRING 5G HOME BY ENABLING INDIA TO RELIVE A LOST TRIUMPH FROM THE PAST WITH 5G IMMERSIVE TECHNOLOGY

PRE-LAUNCH: WARMING UP TO 5G - USING THE ‘PAST’ TO CREATE A RELATABLE BRIDGE TO THE ‘FUTURE’

The technology of the future becomes meaningful if it helps bring past glory alive. And in order to make a futuristic technology like 5G seem warm, meaningful and relevant, we connected it to our shared cultural past; leveraging India’s most potent passion point – Cricket.

Airtel Revives Cricket's Holy Grail with 5G

In cricketing folklore, there is one moment, which catapulted cricket from a mere sport to a religion – Kapil Dev’s iconic 175 not-out in 1983 world cup. But this moment and its significance was lost to a British broadcaster’s strike, denying Indians a shared moment of pride and celebration.

We decided to bring this lost piece of history to life, so our audience can relive that proud moment they’ve yearned for again.

LAUNCH: MAKING 5G RELEVANT TO THE EVERYDAY

Addressing the real market gap: The need for (on-the-go) speed

The Indian telecom market is all about what works. People buy based on real features that solve their problems. People want fast, reliable internet, especially when they're on the move. That's the gap we saw, and that's what we addressed. Our launch campaign cut through the noise with a clear message: "Experience Wi-Fi like speeds on the go."

Execution

• Mapping the iconic moment using Kapil Dev’s memories

• Partnering with the 7-time Oscar winning Double Negative for reconstruction

• Recreating the innings with 5G

• The grand 5G launch event with >50 top influencers interacting with Kapil Dev’s hologram

• Moving the nation via TV, Digital and Advocacy

• Launch: The launch proposition of ‘Wi-Fi like speeds on the go’ was spread through:

o TV

o OOH

o Social media

o Influencer advocacy

o 600+ stores offered free 5G trials

o Audio ads (Spotify)