Cannes Lions

AIRTEL TELECOMMUNICATION SERVICES

MADISON MEDIA, Mumbai / BHARTI TELEVENTURES / 2005

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Overview

Entries

Credits

Overview

Execution

A promotional strategy involving a news anchor was employed. News anchors in the prime time news bulletin announced the promotional question of the day. Correct responses to the question and the winner of the promotion were announced on the subsequent day's bulletin. The entire programme ran for 30 days. To add drama and excitement, the winner's reaction was captured in the bulletin.

Outcome

The initiative was a huge success. To begin with, it increased the volume of voice traffic on Airtel by 36%. It also generated a positive PR for Airtel, leading a lot of advertisers to request the news network to carry out similar initiatives on their behalf.

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