Airtel
Airtel: Humanity Finds a Way
Airtel is a leading global telecommunications company with a strong presence in India and several other countries.
• Shift the brand perception from merely an access provider to an enabler
• Increase positive brand interactions and brand affinity
• Decrease negative brand interactions on social media
• Telecom services are often viewed transactionally, leading to increased negative interactions, especially during service outages or poor experiences.
• The COVID-19 lockdown amplified these negative interactions as people relied more heavily on technology while confined to their homes.
SOLUTIONS
Insight
During the lockdown, people’s relationship with telecom services evolved from transactional to essential as they adapted to the new normal.
Strategy
Shift messaging to emphasize Airtel as an enabler, helping people achieve their personal goals through connectivity.
Execution
Airtel created “Human Stories,” showcasing real-life stories from remote parts of India where Airtel enabled individuals to overcome challenges.
Digital Ecosystem: Utilized third-party publisher platforms and Airtel’s own media to tell these stories.
Content Repurposing: Shared shorter formats of these stories on Airtel’s social platforms to increase positive brand interactions.
Internal Promotion: Circulated stories within the company to boost employee morale and engagement.
15.5 Mn views
The 8 videos created garnered over 15.5 million views on third-party platforms and 25 million views including Airtel’s social media channels.
Positive Interactions
Increased positive brand mentions significantly with stories about human achievements enabled by Airtel.
Brand Affinity
Enhanced overall brand affinity through human-centric storytelling.
Negative Mentions: Decrease in negative mentions from 4.3 in 2019 to 2.8 in 2020, the focus on human stories helped mitigate some of the negativity by fostering positive engagements.
CONCLUSION
Airtel’s strategic pivot to human-centric storytelling during the COVID-19 lockdown showcased the brand’s empathy and role as an enabler.
By focusing on real-life stories where Airtel’s services helped individuals overcome challenges, the brand successfully increased positive interactions and brand affinity, demonstrating that humanity always finds a way, especially with a little help from Airtel.
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