Airtel Xstream Fiber has launched a new campaign to showcase its superior connection and service, which aims to solve bandwidth issues commonly encountered by broadband users. Conceptualised by DDB Mudra, the campaign has been developed to establish the product and its benefits in comparison with regular broadband services.
Since the pandemic, every household has seen an increase in their internet consumption – for school, work, entertainment and more. However, with all devices connected to the same internet connection, bandwidth and connectivity issues are common. Backed by this insight, the campaign showcases an urban family’s dissatisfying virtual experience caused by a slow internet connection. The film ends as it explains the benefits of an Airtel Xtream Fiber connection.
Pallavi Chakravarti, Creative Head – West, DDB Mudra says, “On-off-on-off is a mantra no one wants to chant, but invariably does, when living with poor broadband at home. If everyone in a family is plugged in, something’s got to give. We translated this pain-point into a fun campaign which paved the way for our solution to make a seamless entry and save the day.”
The campaign has been amplified on various consumer touchpoints including TV, print, digital, outdoor and cinema.
With over 4.8 Mn existing customers, Airtel Xstream Fiber is available in 847 cities and towns across India. It aims to scale this footprint to 2000 towns by 2025. The company plans to grow its home broadband installations to 40 Mn during the same period.
Agency: DDB Mudra
Creative: Pallavi Chakravarti, Gauri Burma, Mithun Rajam
Business: Abhishek Kalzunkar, Gauri Naik
Production House: Equinox Films
Director: Ram Madhvani
About DDB Mudra Group
We believe that Creativity is the most powerful force in business. Driven by the mantra “Unexpected Works”, we practice creativity that is surprising and effective in equal measure. Our work across DDB Mudra, 22feet Tribal Worldwide, Mudramax, Track, FTW and DDB for Good has built India’s most respected, profitable and fastest-growing brands. It has also made our communities more inclusive and brought positive change to society’s most pressing issues.
We prioritize people, product and performance, in that order. Our commitment to diversity and equity is seen through award-winning, pioneering initiatives like the Phyllis India Project and OPEN Pride. We are also four-time gold winners of the Talent Development Program of the Year at the Campaign Agency of the Year Awards.
In 2022, we became are the first Indian agency to be recognized as APAC Agency of the Year at Spikes Asia. We were also Asia’s #1 effective agency by WARC Rankings 2021 and one of the only two Indian agencies to bring home a Cannes Gold in 2021.