Campaign details
Brand: AirtelBrand owner: Bharti AirtelEntrant company: Taproot Dentsu - IndiaIdea creation: Taproot Dentsu MumbaiMarket: AsiaSector: Telecoms & utilitiesMedia channels: Outdoor, Out-of-home, Online video, Social media, Video on demand, Point-of-purchase, In-storeBudget: 1 - 3 million
Executive summary
Over the past 15 years, the telecom category has seen the survival of only the fittest. Despite the bloody war, consumers see the still-standing 3 players as ‘interchangeable’ due to parity network and similar pricing.
Interruption in network is never attributed to the multiple, constantly-changing variables...