Campaign Details

Brand: RailTel
Lead Agency: Essence
Region: APAC

Strategy

Objective

As part of their ambition to bring everyone in the world online, Google has created an initiative, where they are providing free WiFi at 500 railway stations across India. This project began in 2017.

As the station WiFi got activated, our role was to build awareness and drive maximum connections to Free WiFi Access Points across train stations.

Unlike common free WiFi access points where consumers know how to connect, Railway stations with the mass audiences available there required a different approach to drive connections.

Target Audience

Train stations truly represent a snapshot of most of the country, with very low to moderately upper income people all in one place. Our target audience are smartphone users (30% of travelers) waiting for their train to depart on 175 of the largest Google WiFi-enabled stations in India.