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Airtel's 4G girl is back in a new avatar at ICC World T-20 Cup

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MUMBAI: The ubiquitous Airtel 4G girl is back in a new avatar starting today as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri goes on air today during the India-New Zealand match of the ICC World T-20 Cup.

Airtel has led the proliferation of 4G services in India and has the widest 4G footprint in the industry with services available in over 350 cities and towns across the country. The new campaign, which has been conceived by Taproot Advertising, is positioned on Airtel being the widest 4G network in the country with unmatched coverage.

The campaign will have a total of 5 films, each one different from the other in terms of the visual beauty of the location. It will have support legs in outdoor, print and digital mediums which will play a big role in delivering the message to the online audience, in particular the youth.

Since August 2015, when Airtel’s disruptive 4G ‘Challenge’ went on air, Sasha Chhetri has become the synonymous with 4G in India and has established herself as the confident go-getter who can deliver the brand’s message with panache.  

On the new campaign, Bharti Airtel (India & SA) CBO Rajiv Mathrani says, "Airtel’s 4G campaigns have redefined communication around high speed mobile data services and the brand has powerfully surged ahead. With the expansion of Airtel’s 4G network across India, the campaign showcases the network in some of the most picturesque locations and is delivered in a casual yet persuasive tonality. We will see Sasha in a refreshingly new avatar as she continues to build a strong youth connect for Brand Airtel"

Taproot-Dentsu's Agnello Dias says, “The Airtel 4G girl has built a powerful 4G association with Airtel. For this campaign, we have taken a different spin on her character while driving home a strong network message"

India is witnessing explosive growth in the mobile data category. As the 4G device ecosystem matures, and 4G enabled handsets are available at affordable price points, high speed data services are expected to see considerable uptake across India.

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