Airtel: 4am Friend

This case study illustrates how Airtel, an Indian communication services provider, used an online video strategy to promote its new service.

Airtel: 4am Friend

Agency: Hungama Digital Services, IndiaClient: United Spirits Limited

Objective

Airtel wanted to promote their new product offering (The Airtel Night Store) amongst their young TG set without sounding overtly advertorial and yet subtly driving home the essence of the product offering – i.e. 'Kuch rishtey din raat nahi dekha karte' (Some relationships do not see night or day).

About the night store

Airtel's new night plans feature unlimited talk time and data usage at a subsidised rate, specifically designed for heavy night-time users (12am to 6am). The Airtel insight, that spurred the launch, was...

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