We set out to demonstrate that however premium the smartphone it is useless without the power of a smartphone network.

In our lives, we take a lot for granted including our cellphone connectivity. It is only in its absence that we realize the value of its existence. We used this insight in its extreme form -‘Nomophobia’ to bring alive our proposition. ‘Nomophobia’ can be defined as the irrational fear of being without your mobile phone or being unable to use your phone due to some reason, such as the absence of a signal, running out of battery.

Magnifying that ‘a smartphone without a smart network is useless’, we took our consumers on a three-day journey to the world of NOMOPHOBIA. We created a 72-hour LIVE reality show on a social media platform to engage with our audience and capture their imagination through LIVE interactions in their favourite backyard- their smartphones.

Good stories have an arc - an incident, leading to an action, rising to a climax followed by the denouement. We followed the arc to keep our audience thrilled.

The incident: The build-up to Airtel Connected LIVE was a “Truth or Dare” on Facebook Live (1-hour long content) comprising all the well-known faces from TVF stable. Jeetu loses the dare and ends up in the locked bachelor-pad for 3 days.

Action and Climax: The main activity of 24 x 3 LIVESTREAMING. We coupled the LIVE action with a focused social media campaign ensuring engagement with our consumers. Jeetu performed interesting tasks to keep the audience entertained.

Denouement - Post the 3-day LIVESTREAMING, we created interesting videos encapsulating the interesting and funny moments from the reality show. These were published across Social Media for viewers who had missed out on the LIVE fun and for fans to re-live the fun.

Our Airtel Connected LIVE reality-show resonated with youth audience and kept them engaged across popular platforms -YouTube, TVFPLAY, Facebook, Twitter, and Instagram.

We garnered 20mn unique viewers, 380+ million impressions, 64% positive sentiments and more than 58000 Twitter mentions.

Jeetu’s interesting tasks performed to get a hot meal or get a few GB of mobile data made his fans rush to their screens leading to over 3.7 million views

The post show highlights and bite-sized content videos garnered 6.1 million views with an average watch-time of about 35 seconds

The winning combination of LIVE and interactivity to demonstrate the importance of mobile connectivity in everyday life worked for Airtel. The “consideration to buy” score went up by 150 basis point in week following the activity (Source: Airtel Brand Track)