Airtel Ads aims to allow brands of all sizes to curate consent-based and privacy-safe campaigns to a pool of over 320 Mn customers across its businesses – Mobile, DTH, and Homes, in India.
Airtel Ads intends to enable brands to create high engagement and impactful campaigns to relevant customer cohorts, using data science capabilities.
Its objective is defined as delivering returns on brand spends and focussing on relationships with customers, as opposed to delivering online impressions. Airtel mentions its compliance with ad-tracking standards and norms allows transparency with advertisers.
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.”
He adds, “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”.
During the beta phase, Airtel Ads delivered campaigns for over 100 brands across multiple categories – FMCG, BFSI, Digital Startups, et al. Early advertisers include PepsiCo, zomato, CRED, Tata AIG, Lenskart, Apollo 247, Cars24, Gameskraft, Vahan, Harley Davidson.
Gajendra Jangid, the CMO of 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” added Pradyot Ghate, VP – Product and Partnerships, Zomato.
Om Jha, Associate Director of Media at PepsiCo India mentions, “We have had a great experience of working with Airtel Ads, which brings a 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 USD 19 billion by 2025 from the current USD 10 billion. The brand engagement solution by Airtel aims to capture a share of the growing pie with its focus on quality.