Bharti Airtel: Metaplex – world’s first multiplex in Metaverse powered by WEB 3.0 technologies

Airtel, a telco, built the world's first Multiplex in the Metaverse, Airtel Metaplex, which was unveiled on the Partynite Metaverse to popularise the brand in a crowded marketplace and drive saliency.

Campaign details

Brand: Bharti Airtel LimitedAgency: EssenceMediacomRegion: APAC

Strategy

Objective
  1. Launch and popularize AXP in a crowded OTT marketplace, where starting up was easier and scaling up was difficult.
  2. Drive saliency by meeting the unmet demands of content lovers and plugging-in all experience gaps.

    Identified 4 unmet demands

    • Content discovery should be Faster, easier & simpler. Consumer often struggle with "Where to watch" and "what to watch" across most OTT apps
    • Given a preference, consumers would love to sample the content before subscribing. Getting into a commercial relationship with Multiple OTT apps isn't feasible...

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