Bharti Airtel (“Airtel”), India’s largest integrated telco, is further raising the bar

as part of its mission to deliver best-in-class services to customers.

Keeping consumer obsession at the core of its DNA, Airtel today said that it
has set itself a target of answering and resolving every single customer query,
learn quickly from failures and ensure they don’t get repeated. And the
company is taking this message to customers across India through a bold
multi-channel marketing campaign.

The current times have put telecom services and reliable connectivity at the
core of the daily lives of customers. Be it Work from Home, Virtual
Classrooms, Online shopping, or Digital Entertainment, telecom networks
have become the backbone for accomplishing most things from within the
safety of our homes.

Consumer centricity has always been at the heart of everything that Airtel
does, but during these testing times, the brand has realized that a network
provider’s responsibility towards its customers has never been greater. Airtel
acknowledges that it not only has the responsibility to provide access to high-
quality telecom services but also to give answers to all their service related
queries by responding and resolving them in a quick and transparent manner.

Says Shashwat Sharma, Chief Marketing Officer, Bharti Airtel, “The

relationship between Airtel and its customers has never been more important,
and to serve them even better we have decided to take our customer
obsession to the next level. We know that "ZERO questions" is an
IMPOSSIBLE utopian thought especially for a telecom brand, but that won’t
stop us from trying because we know that the closer we get to ZERO, the
happier our customers will be. We promise to be humble, learn every time we
fail and be relentless in our approach. For us, this is not just a campaign, we
are now re-engineering the entire organization towards this goal and are
obsessed with building a culture of consumer centricity.”

Commenting on the film, Pallavi Chakravarti, Executive Creative Director,

Taproot Dentsu said, “Lots of organizations claim to be customer-obsessed.
Very few are willing to walk the talk. Even fewer are willing to subject
themselves to public scrutiny. Airtel is that brand – and their intent to be truly
consumer-centric shines through loud and clear with the launch of their
newest commercial. It is, in many ways, more than just an advertising
campaign. We aimed to create no-nonsense, tell-it-like-it-is communication in
order to mirror their commitment to the consumer and signal their
determination to achieve the impossible”.

The company has already taken big strides in this journey and these are
some of its key recent initiatives to make sure that customers get the best
possible service experience:
Network Technology: In the last three years, Airtel has invested over Rs
70,000 crores in high-speed network rollouts. Airtel has led the introduction of
new technologies such as pre-5G Massive MIMO and Carrier Aggregation.
The result is Airtel being consistently rated as India’s top mobile network by
multiple experts.

More recently, Airtel became the first mobile operator in India to launch Voice
over Wi-Fi to solve the indoor coverage issues faced by its customers. Today,
millions of happy customers enjoy seamless indoor coverage over Airtel Vo-
Wi-Fi.

For its busy postpaid consumers, Airtel’s launched Platinum Network. This
gives its premium users priority in both network as well as services across
their touch-points, so that network and telecom related issues don’t disrupt
their hectic schedules.

Digital Gateways: To help customers recharge during COVID-19 lockdown,

Airtel launched ‘Superhero’ - a first of its kind program that allowed Airtel
customers to recharge the prepaid accounts of fellow Airtel customers through
Airtel Thanks app. For every recharge, the Super-hero makes a 4% retail
commission. This helped millions of customers who don’t have access to
online recharge options or are not digitally savvy. Over a million Airtel
customers are registered as Superheroes.

Culture of Customer Obsession: The Airtel Management Board meets

every morning to review customer queries, resolution mechanisms and
timelines, and the learnings from customer feedback.

Airtel’s new campaign will run across TV, Digital and Print to communicate the
company’s promise to customers. The campaign has been conceived by
Dentsu-Taproot, led by Pallavi Chakravarti and team..

About Bharti Airtel Limited

Bharti Airtel Limited is a leading global telecommunications company with

operations in 18 countries across Asia and Africa. Headquartered in New
Delhi, India, the company ranks amongst the top 3 mobile service providers
globally in terms of subscribers. In India, the company's product offerings
include wireless services, mobile commerce, fixed line services, high speed
home broadband, DTH, enterprise services including national & international
long distance services to carriers. In the rest of the geographies, it offers
wireless services and mobile commerce. Bharti Airtel had over 423 million
customers across its operations at the end of March 2020.