MUMBAI, INDIA — Broadband network Airtel Xstream Fiber has launched a new campaign to showcase its superior connection and service, which aims to solve bandwidth issues commonly encountered by broadband users. Conceptualized by creative agency DDB Mudra, the campaign has been developed to establish the product and its benefits in comparison with regular broadband services.
Since the pandemic, every household has seen an increase in their internet consumption — for school, work, entertainment, and more. However, with all devices connected to the same internet connection, bandwidth and connectivity issues are common. Backed by this insight, the campaign showcases an urban family’s dissatisfying virtual experience caused by a slow internet connection. The film ends as it explains the benefits of an Airtel Xtream Fiber connection.
Pallavi Chakravarti, creative head – West, DDB Mudra said, “On-off-on-off is a mantra no one wants to chant, but invariably does when living with poor broadband at home. If everyone in a family is plugged in, something’s got to give. We translated this pain-point into a fun campaign which paved the way for our solution to make a seamless entry and save the day.”
The campaign has been amplified on various consumer touchpoints including TV, print, digital, outdoor, and cinema.
With over 4.8 Mn existing customers, Airtel Xstream Fiber is available in 847 cities and towns across India. It aims to scale this footprint to 2000 towns by 2025. The company plans to grow its home broadband installations to 40 Mn during the same period.
Agency: DDB Mudra
Creative: Pallavi Chakravarti, Gauri Burma, Mithun Rajam
Business: Abhishek Kalzunkar, Gauri Naik
Production House: Equinox Films
Director: Ram Madhvani