Know Your Size

Airtel-Know your size Background: Customers have a higher data volume requirement due to the advanced technologies such as LTE, Carrier Aggregation etc; hence, customers need more data to enjoy this experience fully. However, customers are varied and have varying capacity to spend, which is why the Airtel brand was poised at giving different data value options that are within reach for different consumer set. It is against this backdrop that the agency was tasked with creating a creative communication approach to taking this to market Strategy: In order to get customers to see data offers as pocket friendly even with the advancement in technology, the agency sought to show that with Airtel, you get different data packages that suit your data lifestyle and financial status. Creative Idea: The idea was to explore the different data appetites people have and how Airtel has made sure that there’s a data plan that fits whatever size of appetite you have or the size of your pocket. Now you don’t have to worry about spending more on a mega plan when what you actually need is a mini- data plan to satisfy your cravings and vice-versa Execution: TV and Radio spots showing different scenarios in which people wanted something they thought was out of their reach, be it a fitness goal or a luxury hotel room, and them finding out there was a way, within their reach, to get what they wanted were created. These were positioned as metaphors for the different data packages for different pocket sizes which Airtel offered.