Telecom operator Airtel has started a brand campaign focusing on the speed of its network targeting Indian mobile Internet users.
At present, Bharti Airtel has 270 million or more than one fourth of total wireless users on its 2G, 3G and 4G networks. Airtel is also the largest telecom operator in India based on annual revenue. But the first telecom operator to launch 4G network in 2012 is facing challenges from Mukesh Ambani-promoted Reliance Jio Infocomm.
Reliance Jio, an all India telecom operator with 4G presence in 22 circles, has already celebrated 100 million 4G users. Bharti Airtel is yet to announce its 4G subscriber base in India. Vodafone and Idea Cellular are the major mobile Internet operators in the country.
Since network speed is one of the key differentiators – besides data and voice tariffs – for users, Airtel is using the latest report on network speed test by a well known company.
Ookla, a mobile broadband testing and web-based network diagnostic application company, has recently rated Airtel as India’s fastest mobile network.
Ookla’s findings are based on analysis of millions of internet speed tests by mobile customers across India using its Speedtest app. The results include mobile tests, regardless of connection technology.
Jamie Steven, COO at Speedtest by Ookla, “We are pleased to acknowledge Airtel as India’s Fastest Mobile Network for 2016. This award recognizes Airtel’s commitment to delivering fast speeds and a strong network to their customers across India.”
Reliance Jio has been using TRAI app report to claim that it has the fastest 4G network in India.
Sasha Chhetri, the Airtel Girl, and her friends are back in a brand new campaign. This time they are trying to figure out which mobile network is India’s fastest and what’s the proof for it.
Airtel’s latest campaign, which has been conceived by Taproot-Dentsu, will have a 360 degree media mix led by TV.
“Consistent high network speed is a crucial consumer expectation and it’s great that millions of Ookla tests have now proved Airtel to be the fastest network amongst all. Our new campaign is aimed at reinforcing our superior network capability that enables us to deliver best in class online experience to our customers across the country,” said Rajiv Mathrani, chief brand officer of Bharti Airtel.
Agnello Dias of Taproot Advertising said: “Ookla is the world leader in speed tests and all we had to communicate is that it had proven Airtel to be the fastest in India.”
The timing of the brand campaign is important because Reliance Jio, according to industry sources, are struggling to convert the 100 million users it acquired during the promotion offer as paid subscribers.
Though mobile Internet rates offered by Reliance Jio is competitive, several users are still complaining about voice quality and coverage of data networks. Since most of the phone users opt for a telecom operator mainly for voice calls, a new operator with less quality voice services is not considered as the best alternative.
Baburajan K
