Headquartered in India, Airtel is a global telecommunications company with operations in 18 countries across South Asia and Africa. The company ranks amongst the top three mobile operators globally and its mobile network covers a population of over two billion people. Airtel is India’s largest integrated telecom provider and the second largest mobile operator in Africa. At the end of September 2020, Airtel had approx. 440 Mn customers across its operations.
Airtel’s portfolio includes high speed 4G/4.5G mobile broadband, Airtel Xstream Fiber that promises speeds upto 1Gbps, converged digital TV solutions through the Airtel Xstream 4K Hybrid Box, digital payments through Airtel Payments Bank as well as an integrated suite of services across connectivity, collaboration, cloud and security that serves over one million businesses.
Airtel’s OTT services include Airtel Thanks app for self-care, Airtel Xstream app for video, Wynk Music for entertainment and Airtel BlueJeans for video conferencing. In addition, Airtel has forged strategic partnerships with hundreds of companies across the world to enable the Airtel platform to deliver an array of consumer and enterprise services.
Airtel Rolled out an innovative tech-based campaign on the theme, #NetworkOfCare during ADHM 2019.Airtel created a platform for people to upload their personalised video messages called #NetworkOfCare.
During the event, large screens were placed at strategic locations. Using the runner’s RFID, personalised messages were displayed for the runners on the screen which were recorded by their loved ones to motivate them to finish strong and break their previous best timing.Runners were overwhelmed to see their parents, siblings and friends cheering for them on the digital screens. This helped the brand in connecting with the runners and their families.
Pass The Torch celebrated the spirit of running and at the same time encouraged people across India to make their run count wherever they may be and contribute towards the empowerment and education of underprivileged children in rural India.
To be a part of this initiative campaign, which focussed on passing the habit of fitness and inspiring others whilst empowering underprivileged children of rural India, one had to download the Airtel Mobiefit App. Airtel tied up with Bharti Foundation for this and for every KM which a runner ran through the app before the event, Bharti Foundation contributed to the education of underprivileged kids. Throughout the campaign a total of 31,616 Kms were clocked. Over 100 Run Clubs from all across India were part of Pass The Torch. All 24 circles of Airtel from Jammu to Kerala were a part of this.
Match The Fastest was an exciting tech innovation done by Airtel at the ADHM Expo 2017. In this activity, runners had to match the speed of Eliud Kipochoge, World Recold holder in Marathon and Gold Medalist at Rio Olympics 2016. A treadmill was placed at the Airtel Expo Stall which was configured to the pace at which Eliud won the ADHM 2016.
A one of its kind set up which pushed the envelope, reaching new heights of grandeur. More than 200 runners took the challenge and 9 made it up to the leaderboard. Literally these amateur runners matched up to the standards of fastest network in the country.
This innovative tech-based engagement showed the runners the prowess of the Elite Athletes participating in the Airtel Delhi Half Marathon.
The concept of the campaign circled around the everyday life of a common man in India. People run in their daily lives - for kids, for their career, for money, etc. In the backdrop of this concept, Airtel called upon people to run for a larger purpose for enhancing digital literacy in the country by running. For each Kilometer that the participant ran / posted on social media, from the campaign start date, Airtel pledged to sponsor the Digital Literacy of 1 person under the Digital Literacy Program.
Campaign was successful in educating 10132 children in Digital literacy across India. . Airtel was instrumental in reaching out to people and making an effort to digitally enable them. Many people came forward and contributed to the cause while enjoying their run.