Declares war on service failure and targets resolution of every customer query

New Delhi, June 18, 2020: 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 [watch it here https://youtu.be/Gqe3uJLLV3c].

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. To watch the TVC click
here https://youtu.be/Gqe3uJLLV3c.

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.
To know more please visit, www.airtel.com