The Airtel 4G Girl Is Back, And Is Getting A Taste Of Her Own Medicine

The ubiquitous Airtel 4G Girl is back in a new avatar starting today as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri goes on air today during the India New Zealand match of the ICC World T-20 Cup.

The campaign, which has been conceived by Taproot Dentsu, is positioned on Airtel being the widest 4G network in the country with unmatched coverage. The campaign will have a total of five films, each one different from the other in terms of the visual beauty of the location. It will have support legs in Outdoor, Print and Digital medium which will play a big role in delivering the message to the online audience, in particular the youth.

Since August 2015, when Airtel’s 4G ‘Challenge’ went on air, Sasha Chhetri has become the synonymous with 4G in India and has established herself as the confident go-getter who can deliver the brand’s message with panache.

On the new campaign Rajiv Mathrani, Chief Brand Officer, Bharti Airtel (India & SA) says, “Airtel’s 4G campaigns have redefined communication around high speed mobile data services and the brand has powerfully surged ahead. With the expansion of Airtel’s 4G network across India, the campaign showcases the network in some of the most picturesque locations and is delivered in a casual yet persuasive tonality. We will see Sasha in a refreshingly new avatar as she continues to build a strong youth connect for Brand Airtel.”

Says Agnello Dias, Taproot Dentsu, “The Airtel 4G Girl has built a powerful 4G association with Airtel. For this campaign, we have taken a different spin on her character while driving home a strong network message.”

India is witnessing explosive growth in the mobile data category and 4G services are at the helm of such offering. Just yesterday, Vodafone brought back its iconic brand face the pug for promoting its 4G network.