Taproot creates Airtel Challenge TVC to mark 4G launch

MUMBAI: Creating a buzz amongst Indian techies and netizens lately is the new Airtel 4G TVC. The ad features a duo competing against each other by completing different tasks assigned to them by an adjudicator. They had to use their respective mobile internet connection to complete the tasks. The scene unfolds on the rooftop of a building and the ethnic joint rooftop is filled with people cheering their favourite candidate. The joint roof top and other landscape captured by the camera clearly indicates that the scenes were shot in Delhi.

The entire star cast of the TVC was between 20 – 40 years, which is also the target audience of the TVC.

Speaking to, Taproot co-founder Agnello Dias says, “The video was targeted towards each and every internet user of the country, which mostly comes under 20 – 40 years age group.”


In the TVC, the first task that the two girls were given was to find out about Lucknow station. The girl using Airtel 4G does it before the other one. The next task given was to find out top 10 MBA colleges, which was yet again won by the Airtel 4G user. The last task that was given to them was to download a full movie and the 4G user does it surprisingly fast. The crowd around her is anxious to know her Internet service provider, which she then reveals to be Airtel 4G. The video ends with the 4G user throwing a challenge that if someone has a faster network than Airtel 4G, their one year phone bill will be taken care of.


Speaking on the location of the ad, Dias said, “We wanted the ad to look real and connecting, and hence we selected Delhi as the location. However, just because we shot in Delhi, doesn't mean that it's our target city.”


While speed was rapidly talked of, the pricing factor was totally ignored in the communicating video. The adman feels since at this stage the telco is providing 4G at the price of 3G, there was no point showcasing that. “This is the first launch of 4G operations in India and hence the product was more important than pricing,” he said.


The video uploaded a week back already fetched more than 2.5 million on YouTube. “I am amazed by the reaction that we garnered so far from the TVC and I must say that people have liked the TVC,” he says.


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