Bharti Airtel: India's first media plan created through Artificial Intelligence (AI)

Airtel, an Indian global telecommunications service, launched its 'no wastage' plan by using artificial intelligence to target users and drive efficient ad serving.

Campaign details

Brand: Bharti AirtelLead agency: Group M Media India Pvt. Ltd.Region: APAC

Objectives

Airtel launched a first of its kind 'no wastage' post-paid plan which allowed consumers to fully customize their plan as per their needs. Despite having a highly lucrative offering, awareness for the product was low which in turn did not drive acquisitions. The objective was to communicate the advantages of opting for this 'no wastage' plan and convert users.

Target audience

The core target audience comprised of salaried professionals between the age group of 22-30. We realized that these users navigate...

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