Bharti Airtel (Airtel) has entered the advertising business with the launch of Airtel Ads. It will allow brands of all sizes to curate consent based and privacy safe campaigns to one of the biggest pool of quality customers in India.
Using Airtel’s deep data science capabilities, Airtel Ads allows brands to create high engagement and high impact campaigns to the most relevant customer cohorts. This also means that Airtel customers receive only the most relevant brand offerings and not unwanted spam.
Adarsh Nair, Chief Product Officer, Bharti Airtel, says “Airtel Ads breaks new ground in the USD 10 bn Indian advertising industry. By abstracting Airtel’s unique strengths of quality customers, best-in-class network and world-class digital platforms, Airtel Ads offers innovative channels for brands to reach the right audiences. What truly differentiates Airtel Ads is its razor-sharp focus on quality over quantity and real impact vs vanity metrics.”
Airtel Ads will deliver superior returns on brand spends and is rigorous compliance with ad-tracking standards and norms will allow complete transparency with advertisers. It will further ensure ZERO Ad Frauds in the form of false impressions and clicks.
“Advertising is an adjacency to our core business of delighting our customers with great services. Therefore, we combine the privacy that is paramount to our customers with the trust and transparency that is vital to the brands we serve,” adds Adarsh.
In its beta phase, Airtel Ads delivered successful campaigns for over 100 brands across multiple categories.
Gajendra Jangid, CMO, Cars 24, says “Airtel Ads is a marketer’s delight and offers the most comprehensive set of customer cohorts, including premium. We believe that going forward telco-platforms will emerge as an important platform in the media mix for brands to deliver high performance campaigns in a digitally connected world.”
“As a brand, we are always on the lookout for more engaging and authentic ways to interact with our customers. With Airtel Ads we were able to build a high level of engagement and traffic on our platform” adds Pradyot Ghate, VP - Product and Partnerships, Zomato.
Om Jha, Associate Director of Media, PepsiCo India, asserts, “We have had a great experience of working with Airtel Ads, which brings fresh perspective to the advertising inventory available to brands in India. Youth is at the core of our brand strategy, and we always look for innovative ways to interact with them. Through Airtel ads, we ran a focus digital campaign on the Wynk music app for the launch of new packs of 7UP and Mirinda. The outcomes of the campaign were really impressive given the customizable ad formats and quality audience base.”
The Indian advertising industry is expected to grow to $19 billion by 2025 from the current $10 billion. Airtel Ads is well positioned to capture a meaningful share of the growing pie with its sharp focus on quality.