Airtel, a brand that led the Indian telecom revolution for more than two decades had lost its leadership to Jio. Airtel was the first brand to test 5G network in India but Jio was leading in 5G mind-measures. The task in the category is to persuade consumers to switch from one operator to the other and the only way of doing that is by giving them a reason for superiority vs competition.
The challenge was to excite a nation today, about a technology which is only relevant in the future and claim leadership in the 5G space.
Futuristic technologies like 5G are perceived to be cold and unrelatable. We realised that 'Recalling the positive events of the past is the best way to create optimism about the future.'
In cricketing folk lore, there is one moment, which catapulted cricket from a mere sport to being a religion – Cricketing legend Kapil Dev’s iconic 175* innings in 1983 world cup but this moment was lost to a British broadcaster’s strike. We decided to bring this lost piece of Indian history to life, so our audience could relive that proud moment again.
Every technology brand targets innovators and early adopters for a new technology launch. But Airtel, the brand that’s eyeing to reclaim the national leadership can’t limit its appeal to a small number of early adopters.
We had two set of audiences
a) People who are ‘technology positive’
India’s population is young and compared to past generations, they are very friendly with technology.
b) And people who are intimidated by cold, futuristic technology
But even the people who are intimidated by futuristic technology adopt it when it becomes warm and relevant.
Our Approach
We decided to reach out to the tech positive masses (mainly the youth) through the people they look up to when it comes to technology and other matters in life – The innovators and early adopters as influencers.
[ CASE VIDEO ]
[ IDEA BOARD ]
