About a year ago India’s largest telecom operator by subscribers, Airtel, was aggressively pushing its ‘Open Network’ campaign that sought to put into perspective the issue of network strength, given that the problem of call drops across carriers was rampant. Airtel wanted to address the issue head-on and climb on to the plank of transparency for its brand communication strategy. The company used the familiar route of television and digital advertising, but interestingly, it also turned to OOH (out-of-home) advertising, for effective and real-time engagement with customers.
In New Delhi, through its outdoor agency Milestone Brandcom, which is part of