MxMIndia

Tag: Rajiv Mathrani

  • The campaign calls out customers to try all networks and then decide for themselves which one is the best

    New Airtel promise: “Sab Kuch Try Karo, Fir Sahi Chuno”

    By A Correspondent

     

    Bharti Airtel rolled out a new campaign claiming to be India’s fastest mobile network. The campaignhas been conceived by Taproot Dentsu.The new campaign takes a fresh approach with a bold and direct theme – “Sab Kuch Try Karo, Fir SahiChuno”.

     

    Said Rajiv Mathrani, Chief Brand & Online Officer, Bharti Airtel: “This campaign aims to build an open and honest conversation with customers and re-affirm Airtel’s confidence in its network. During our consumer work, we discovered that several customers who had moved from Airtel to other networks are now coming back as they were convinced that Airtel is the best. This is a powerful insight. And the strength of Airtel’s network has been consistently recognised by the world’s leading speedtest app. This is also a reflection of the massive investments in new technology and advanced networks we have made over the past couple of years.”

     

    Added Agnello Dias, Co-founder and CCO of Taproot Dentsu: “The idea was to communicate Airtel’s confident belief that if one were to actually test all the network services, Airtel would come out best. When India’s largest telecom network steps out and actually puts itself up for scrutiny by confidently encouraging all users to go out and test every other network before choosing the right one, it is a big bold step that asserts the brand’s confidence in its delivery.

     

     

  • Showcases Airtel's wide range of products & services that enable best-in-class smartphone experience

    Airtel’s new campaign communicates why smartphones are smart as the network

    By A Correspondent

     

    Bharti Airtel rolled out a new campaign over the weekend to “reinforce its leadership as India’s best smartphone network”.

     

    Says Rajiv Mathrani, Chief Brand Officer, Bharti Airtel: “A digital lifestyle enabled by smartphones is fast becoming the new normal and customers look to do more and more with their devices. At Airtel, we have invested in world-class technology to build a future ready smartphone network that allows customers to do that much more with their smartphones. And what better way to showcase the endless possibilities of a smartphone on the Airtel network than through the limitless imagination of kids.”

     

    Added Agnello Dias, Co-founder and CCO, Taproot Dentsu, the agency that conceived the campaign: “Airtel always comes across as a future-ready mobile network as it constantly innovates and pushes the envelope. We thought there was a strong parallel in what a mobile network like Airtel can help smartphone users achieve and the innocent imagination of a child’s expectations from the world of tomorrow. So Airtel & Kids was an apt fit.”

     

  • The Airtel Girl and her friends will answer it in a brand new campaign, which went on air recently

    Airtel girl back with new brand promise

    By A Correspondent

     

    Sasha Chhetri, the Airtel Girl, and her friends are back in a brand new campaign. This time they are trying to figure out which mobile network is India’s fastest and what’s the proof for it.

     

    Conceived by Taproot-Dentsu, a 360-degree media mix led by TV will see renderings in Outdoor, Print, Radio and Digital.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel:“Our new campaign is aimed at reinforcing our superior network capability that enables us to deliver best in class online experience to our customers across the country.”

     

    Added Agnello Dias of Taproot Advertising, “Ookla is the world leader in speed tests and all we had to communicate is that it had proven Airtel to be the fastest in India. We chose to do it via an all too familiar face”

     

  • The ad encourages people to dedicate a run for the digital empowerment of India

    Airtel’s campaign to celebrate running

    By A Correspondent

     

    To mark this year’s edition of Airtel Delhi Half Marathon (ADHM) which was held on Sunday, November 20, Airtel came out with an ad campaign that celebrated the spirit of running and calls out people across the country to dedicate a run to the cause of empowering people in India through digital literacy.

     

    The campaign (creative agency: JWT) ran across digital, print, radio and outdoor mediums and has a different take on the spirit of running. It called out everyone to dedicate a run for a larger purpose and empower people in India by making them digitally literate.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel: “With this campaign we are asking people to come forward and contribute to a cause, while enjoying their run. A lot of us are privileged to have access to digital services, but there are millions who are unconnected for the want of digital literacy. Airtel is proactively doing its bit to reach out to people in India and is making an attempt to make them digitally abled. We hope more and more people will come forward and share their run with us in order to make a difference.”

     

     

  • Airtel rolls out a 360-degree campaign around the all new My Airtel App – one app for all apps

    Airtel girl is back with shortcut to digital world

    By A Correspondent

     

    Bharti Airtel has re-launched its My Airtel App with a 3600 degree marketing campaign around My Airtel app featuring Sasha Chhetri. This time the Airtel girl, who is out with her friends, takes up the ‘Apps Challenge’ and manages to outfox the challenger with the My Airtel App.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, “Smartphones have redefined our lives and mobile applications allow us to do almost everything on the go, wherever we are. The new campaign is built around the new My Airtel app, which has a collection of the top apps, and brings the best of the online world to users in one place.” The campaign has been created by Taproot Dentsu.

     

  • The campaign from Taproot-Dentsu takes a bold approach to communicating the initiative with a media-mix of TV, Print, Outdoor and Digital

    Airtel rolls out 360-deg campaign around Open Network

    By A Correspondent

     

    In another industry first initiative, Airtel has opened up its entire mobile network information to its customers through an interactive online interface. The new interface will display Airtel’s mobile network coverage across India in addition to site/tower deployment status.

     

    Using a simple colour scheme, the interface will allow customers to check if the Airtel mobile network in the area is excellent, good, moderate or the area has no coverage, along with the status of corresponding sites/towers serving the area – existing, required, being upgraded or forcibly shut down. The interface uses advance geospatial tools and other technologies for accurate reporting of network coverage.

     

    The new interface, will be available on www.airtel.in/opennetwork and myAirtel app and, will also allow customers to report their network related issues in an easy fashion.

     

    The Open Network initiative will be communicated to consumers through a bold and path-breaking communication mix that will include TV, Print, Outdoor, and Digital.

     

    Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, said, “This is a path-breaking campaign in the journey of brand Airtel and a frank conversation with the customer. Network quality is at the core of the experience we deliver to our customers and we are willing to say that our network can certainly be better. We are opening ourselves to feedback and questions from our customers and inviting them to help us make our network better. The look & feel, tonality of the communication is very different from past Airtel communication and we hope that it will help the brand establish a strong connect with customers.”

     

  • In India, Lay’s MAXX will be available in two exciting flavours-Macho Chilli and Sizzling Barbeque

    Lay’s MAXX arrives in India with two new flavours

    By A Correspondent

     

    Lay’s MAXX has been launched in India which boasts a premium taste experience. The campaign for the launch highlights the MAXX crunch and MAXX taste attributes of the product. In India, Lay’s MAXX will be available in two exciting flavours-Macho Chilli and Sizzling Barbeque.

     

    The MAXX campaign is set in the Wild Wild West and showcases the quintessential cowboy showdown, with a MAXX twist to the plot. The showdown takes an ultimate turn when the hero whips out a MAXX pack, bites into the deeply ridged chip and ends the battle with the sonic boom that comes from crunching of the chip. The toughness of the cowboys, the intensity of a showdown, the ruggedness of the Wild West, the sonic boom and the crunch, they all mirror attributes of the new Lay’s MAXX chip. – a hard bite & extremely crunchy chip.

     

    Talking about Lay’s MAXX campaign, Rajiv Mathrani, Director & Category Marketing Head-Snacks, PepsiCo India said, “Lay’s has always brought in unique taste experiences for consumers and we are proud to unveil this campaign which brings yet another global favourite to India. MAXX is truly a global innovation with its deep ridges and crunch. The youth of today love hanging out with friends and trying out new experiences. We believe that our snacks portfolio talks to multiple snacking options in a day Lay’s MAXX is a perfect accompaniment to an evening with friends.”

     

    Sumati Singh, Executive Creative Director, JWT Delhi says “Our task was to launch the new product, Lay’s MAXX and we brought alive the attributes of Lay’s MAXX by using the classic western showdown. The toughness of the cowboys, the ruggedness of the wild west, the sonic boom and crunch, mirror the intensity of the chip.”