Airtel Ads promises real impact over vanity metrics

Airtel Ads promises real impact over vanity metrics

It will enable brands to engage with over 320 million quality customers

Airtel

NEW DELHI: After running a one-year-long beta programme and working with brands like PepsiCo, Tata AIG, Zomato, Unilever, etc, Bharti Airtel (Airtel) has announced its entry into the advertising business with the official launch of Airtel Ads. The brand engagement solution platform reportedly crossed revenue of Rs 100 crore during the beta phase. 

Airtel Ads allows brands of all sizes to curate consent-based and privacy safe campaigns to one of the biggest pools of quality customers in India. Airtel has over 320 million customers across its businesses – mobile, DTH and homes. 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.

Bharti Airtel chief product officer Adarsh Nair said, “Airtel Ads breaks new ground in the $10 billion 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 delivers superior returns on brand spends and focuses on relationships with customers rather than just delivering online impressions. Its rigorous compliance with ad-tracking standards and norms allows complete transparency with advertisers and ensures zero ad frauds in the form of false impressions and clicks.   

Nair added, “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 successful campaigns for over 100 brands across multiple categories – FMCG, BFSI, digital start-ups, et al. Early advertisers include PepsiCo, zomato, CRED, Tata AIG, Lenskart, Apollo 247, Cars24, Gameskraft, Vahan, Harley Davidson.

PepsiCo India associate director of media Om Jha said, “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 customisable ad formats and quality audience base.”