Taproot India rolls out a far reaching campaign to showcase India's widest 4G network

Airtel.jpgOver the last few months the ubiquitous Airtel girl has become synonymous with the launch of 4G in India. Loved, trolled, debated and discussed in equal measure she has gone on to become one of the highly salient brand advocates in recent times.

As the competition gets ready with 4G rolling out in the country, Airtel has moved on to delivering the power of 4G speed to the far reaches of the country. It is an important phase in the Airtel 4G campaign and Taproot Dentsu thought it would be interesting to get a tongue-in-cheek spin on her character, showing her now trying to take a break from 4G advocacy but ending up finding the brand's influence preceding her.


Airtel 3.jpgIt is a bright, brave campaign from a brand of this stature and drives home the underlying message that Airtel 4G is not only fast but available in more parts of the country than one would think.

Srinivasan Gopalan, Director - Consumer Business, Bharti Airtel (India & SA) said, "Airtel has established a clear leadership in the 4G category, both in terms of network presence and brand communication. Sasha has become the face of 4G in India and we believe that the new campaign, which communicates the unmatched reach of Airtel's 4G network, will further strengthen our data proposition and help us build on our first mover advantage."

Taproot Dentsu CCO Agnello Dias added, "We have seen a lot of the Airtel 4G girl in recent times. And she's powerfully built 4G association with Airtel. We thought it would be great if we could take a cheeky look at her ubiquity. So this time instead of continuously advocating the brand, we have taken a different spin on her character while driving home a strong network message."

Credits -
CCOs: Agnello Dias, Santosh Padhi
CEO: Umesh Shrikhande
Writers: Agnello Dias, Pallavi Chakravarti
Account Management: Gargi Vegiraju, Alekhya Marada, Sana Patel
Art: Santosh Padhi, Durvesh Gaikar, Rutuja Mali
Production House: Equinox Films Pvt. Ltd. - Mumbai
Directors: Ram Madhvani, Nitin Parmar
Producer/Executive Producer: Manoj Shroff, Sia Bhuyan

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