CASE STUDY
IN COLLABORATION WITH UP100 POLICE
An UP100 Awareness Video
The Brand
Bharti Airtel Limited is an Indian global telecommunications services company based in New Delhi, India. It operates in 18 countries across South Asia and Africa. Airtel provides GSM, 3G AND 4G LTE mobile services, fixed line broadband and voice service depending upon the country of operation. It is the largest mobile network operator in India and the third largest in the world.
Problem Statement
Airtel has identified geographical areas where internet usage is low. In this identified areas, they wanted to improve the internet awareness.
Identified Objectives
- To improve internet awareness in the targeted areas
- To design a campaign which addresses the low internet usage issues
- To increase the brand awareness in the targeted areas
- To encourage more individuals to use airtel services
- To create a long lasting impact on the individuals of targeted areas through the campaign
- To make a new brand image which can connect more to targeted individuals
- To create events which will educate targeted individuals about internet usage
Strategy
To execute this campaign, 13 villages from two different districts ( Barabanki and Unnao) were chosen. Various components of strategy are listed below.
Pre Buzz
To get targeted population interested in the main events, a promotional event was organized. Chahel Pahel selfies and candids with Polaroid, Lottery Tickets and Gao ka wish list were different tools used in this event.
Net Vahaan
To promote the rural digitalization program and get maximum sign-ins, Net Vahaan event was designed. Through this event, each and every individual was attracted with a buzz.
Nukkad Naatak
To keep targeted audience entertained, skits were designed. These skits were executed in a fun and executed way. Also, these skits were customized as per audience who were present. Different internet benefits were presented to the villagers. Through this, villagers will be more educated about the internet pool.
Smart Jyotish
Fortune teller plays a very important role in most villagers life. Based on the before idea, smart jyotish concept was introduced. In this event, along with the usal fortune telling, a glimpse of airtel interent working will be delivered to the villagers
Internet Education Center
As the name follows, it is knowledge center of important internet aspects. This will help villagers in gaining more information about interent
Free Education Booklets
Free education booklets were distributed among all the different individuals. This booklets carries useful information about different aspects of interent