How Airtel Connected Live helped the brand position itself as India's smartphone network

In 2017, Airtel started its 4G campaign ‘India’s smartphone network’, where it claimed to be India’s strongest 4G network. With the growing smartphone penetration, Airtel wanted to connect to the youth and aimed that no matter which smartphone brand they use, Airtel should be considered as the strongest among all the available mobile networks.

To do this, the brand along with content creator The Viral Fever created India’s first web reality show, ‘Airtel Connected Live’, across multiple digital platforms.

As part of the content initiative, TVF’s Jitendra Kumar had to live his life Live in a fully-equipped bachelor pad on the web for three days. Kumar’s house was loaded with the amenities to live alone. He was provided with food, bed, TV and Airtel internet services. The only condition for his stay was that he had to earn his connectivity by entertaining his fans live.

During his house stay, Kumar was challenged with many entertaining tasks ranging from cooking, mimicry, singing, acting and the game Truth or Dare. The best moments of the live show was cut into 12 snackable content bits that garnered six million views.

The three-day live web show was much appreciated by the audience. 70 hours of live webcast saw 3.5 million views reaching over 15 million people on Facebook, YouTube, Instagram and TVF Play. The real time social media campaign around Airtel Connected Live saw over 47 million engagements.

Like this, the live show helped Airtel to position itself as India’s smartphone network and fetch brand recall.

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