Airtel launches ‘Recharge Revolution’ campaign
India is under lockdown because of the virus outbreak so connectivity becomes one of the very important aspects to reach out to one another, under such circumstances, Airtel along with Equinox Films launched a new commercial ‘Recharge Revolution.
Conceptualized by Taproot Dentsu, the film focuses on the importance of uninterrupted connectivity during the lockdown period. The film has been launched across television as well as social media platforms of the brand.
The film shows how Lockdown acts as a hindrance for people who want to recharge their phones and are not able to do so because the shops are closed, and how the company has taken up a lot of initiative to ease down the process by introducing airtel thanks app, help a friend, associations with bank ATMs and pharmacies to help those in need during these days.
The film targets a set of end-users who rely on their prepaid connection as a mode of communication. The film has been shot indoors across Jharkhand, Uttar Pradesh, Delhi, and Noida while adhering to the norms and guidelines of the lockdown.
Along with it the ‘Help a Friend’ initiative, subscribers can even recharge for those around them who do not use a smartphone. This can be done via the Airtel Thanks App.
Pallavi Chakravarti, executive creative director, Taproot Dentsu, said, “Some services are more essential than others. I think the past few months have taught us that telecom is one of them. Cooped up indoors, a single day spent without data or good signal strength meant losing touch with loved ones and the outside world at large. So, imagine the setback millions of prepaid users would have faced with the lockdown shutting down recharge stores everywhere. Airtel rose to the challenge and in a short span of time, changed the face of recharging as we knew it. The ad just captures what actually happened – nothing more, nothing less, and that’s the beauty of it.”
“During the nationwide lockdown, communication remains a key requirement and should be seamless. Stranded due to the novel pandemic, the only hope for everyone is to stay connected to their loved ones and to be well-informed about the situation. Understanding the need of the hour and guiding the users, Equinox films have ensured that Airtel’s messages reach one and all, through the ad commercial,” the production house said in a statement.
According to Nitin Parmar, director, Equinox Films, these are tough times for filmmakers but as the famous saying goes, the show must go on. It is important to keep challenging yourself and look for new ways to stay relevant. “The Airtel commercial brought an opportunity for us to experiment and reinvent as ad filmmakers as well as highlight the larger cause of staying connected with friends and families amid the rising concerns in the country.”
