Airtel: 175 re-played

Telecom Airtel enlisted the help of 50 top influencers for a 5G launch event in India to make 5G relevant now, increase consideration to buy, improve consumer perception and overtake competitor Jio in the overall 5G association.

Campaign details

Title: Airtel 175 Re-playedBrand: AirtelProduct: TelecomIdea: Leo BurnettCountry: India

Why is this work relevant for Creative Effectiveness?

Airtel's 5G spectacle brings the future to India's doorstep

To dominate in the new 5G era, Airtel needed to humanize 5G; we needed to make it relevant and relatable to the tech-wary Indians.

Which we did by recreating Indian cricket's most defining moment – Kapil Dev's iconic 175* in 1983 world cup that was lost to a British broadcaster's strike – leveraging 5G technology.

A victory for the ages
  • 13% increase in...

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