Network Optimization Services along with multi-network expertise with its state-of-the-art machine learning/AI-enabled Cognitive Software Suite will also be provided by Ericsson. This will deliver a better customer experience and ensure a superior return from Airtel’s deployed network assets.

Ericsson has been providing telecom network equipment and services for 2G, 3G, 4G, and recently both the companies started running 5G trials.

Randeep Sekhon, Chief Technology Officer, Bharti Airtel, says: “We are pleased to strengthen our deep partnership with Ericsson as part of our vision to build a future-ready network that enables world-class experience for our customers. We are confident these new technologies will enable us to serve the emerging data requirements of customers in a digitally connected India.”

Nunzio Mirtillo, Head of Ericsson Southeast Asia, Oceania, and India, says, “Ericsson Operations Engine consolidates our position as the industry leader in network managed services. With more than 300 global contracts, Ericsson has proven capabilities in managing and operating multi-vendor and multi-technology networks. This agreement demonstrates the continued confidence in our products and end-to-end solutions in Bharti Airtel’s network and IT operations. We will continue to develop data-driven insights to deliver enhanced performance focused on end-user experience.”

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Bharti Airtel has brought the campaign before the public in order to achieve its target to provide world-class services and no complaints.  Airtel while speaking about the campaign says that it aims to resolve every complains that are brought by their customers and not repeat the same. To fulfill their target Airtel Management Board meets every morning to review customer queries, resolution mechanisms and timelines, and the learnings from customer feedback.

The company is taking this message to customers across India through a bold multi-channel marketing campaign. The campaign launched will run across TV, Digital and Print to communicate the company’s promise to customers. The campaign has been conceived by Dentsu-Taproot, led by Pallavi Chakravarti and the team.

Shashwat Sharma, Chief Marketing Officer, Bharti Airtel, says that consumer centricity has always been at the heart of everything that Airtel does, but during these testing times, the brand has realized that a network provider’s responsibility towards its customers has never been greater.

Sharma also added that Airtel acknowledges that it not only has the responsibility to provide access to high-quality telecom services but also to give answers to all their service related queries by responding and resolving them in a quick and transparent manner.

Airtel in order to achieve its target has taken some very important steps which will ensure of its success in the campaign.

In the last three years, Airtel has invested over Rs 70,000 crores in high-speed network rollouts. Airtel has led the introduction of new technologies such as pre-5G Massive MIMO and Carrier Aggregation. The result is Airtel being consistently rated as India’s top mobile network by multiple experts.

More recently, Airtel became the first mobile operator in India to launch Voice over Wi-Fi to solve the indoor coverage issues faced by its customers. Today, millions of happy customers enjoy seamless indoor coverage over Airtel Vo-Wi-Fi.

For its busy postpaid consumers, Airtel’s launched Platinum Network. This gives its premium users priority in both networks as well as services across their touch-points, so that network and telecom related issues don’t disrupt their hectic schedules.

To help its customers recharge during COVID-19 lockdown, Airtel launched ‘Superhero’ – a first of its kind program that allowed Airtel customers to recharge the prepaid accounts of fellow Airtel customers through Airtel Thanks app. For every recharge, the Super-hero makes a 4% retail commission

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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.”

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