Objective:
The mandate was to make Airtel India’s number one Telecom brand in terms of recall and engagement.
With an unprecedented growth in subscriber numbers thanks to India’s mobile revolution, Airtel was already at the top spot. All it needed was a common tone of voice that could cut through languages and cultures to establish the brand as a large scale player.

Approach:
The team arrived at a simple idea – Leave nothing unsaid.
Using snapshots of human expressions, we built a campaign around the theme – Express Yourself.
Using the Airtel signature tune as a unifying platform, we created a campaign that was rich in emotions and wide in coverage.

Result:
Express Yourself was a massive campaign that sustained itself for the next 5 years across languages, mediums and narratives.
It firmly established Airtel as the single largest player in telecom. With extensive television and a smart media mix, the brand was able to generate an unprecedented growth in terms of numbers and recall.
The Airtel signature tune, went on to become a part of the culture as reverse parking sound, home bells and ringtones.