MAM
Airtel goes big on blocking fraud with OOH blitz
MUMBAI: Airtel is taking its scam-stopping game to the streets — quite literally. Partnering with dentsu India’s out-of-home (OOH) specialist Posterscope, the telecom giant has rolled out a clever and quick-fire OOH campaign to promote ‘SPAM 2.0’, the next phase in its Safe Network proposition, featuring real-time detection and blocking of fraudulent links.
The campaign’s hero message is ‘Blocking fraud links’. And that promise popped up across everything from metro stations to mall façades, transit hubs, bus shelters and even parking barricades — with witty, hyperlocal lines in regional languages that caught eyes and sparked smiles. Think: ‘Ye gate to khulega, par Airtel pe fraud link nahi khulega.’
Spread across top metro cities and key markets, the campaign cleverly hit high-traffic zones where users are most vulnerable to distraction — while reinforcing Airtel’s positioning as the nation’s digital watchdog.
Posterscope’s turnaround was just as slick, the nationwide campaign was planned, produced and executed in under four days. The strategic mix of formats and real-time contextual placements ensured that Airtel’s safety-first message landed when and where it mattered most.
Posterscope India CEO Imtiyaz Vilatra said, “This campaign perfectly balances innovation with purpose. We translated Airtel’s powerful tech solution into a creative narrative that felt personal and timely. Through hyperlocal execution and speed, we were able to capture attention and build trust, a testament to how OOH can truly drive social impact when done right.”
SPAM 2.0 isn’t just another tech update — it’s a public service with punchlines, and proof that when safety goes OOH, trust comes home.
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Brands
Amagi unveils AI tool to automate artwork for global streaming
New engine turns video into ready-to-use artwork across formats fast
MUMBAI: Amagi has introduced an AI-powered artwork engine designed to take one of streaming’s most tedious tasks off human hands: resizing and reworking visuals for every platform imaginable.
Part of its Amagi Now platform, the new feature uses the company’s Amagi Intelligence layer to transform raw video into fully formatted, platform-ready promotional artwork in a single workflow. In an industry where one title may need dozens of visual variants for Fast, OTT, connected TV and social media, the promise is simple: less manual grind, more creative breathing room.
Instead of starting with templates, the system begins with the content itself. It scans video frames, picking up cues like composition, emotion and narrative context to identify the one image that best captures the story. That chosen frame becomes the foundation for everything that follows, with editorial teams stepping in only to review and fine-tune.
From there, the engine gets to work. A single approved image is automatically adapted into multiple formats, from widescreen to vertical and everything in between, while preserving framing and complying with platform-specific layout rules. The result is a neat trick: consistency without compromise, and speed without chaos.
Crucially, the entire process stays within the Amagi ecosystem. Teams can add logos, overlays and title treatments directly inside the platform, while built-in controls ensure every change is tracked and approved without endless back-and-forth.
For media companies juggling global distribution, the implications are significant. Artwork that once took days can now be turned around in minutes, cutting down on repetitive tasks, rejection cycles and operational overheads.
Amagi co-founder and chief technology officer Srividhya Srinivasan, said the move is about more than efficiency. As the number of platforms multiplies, she noted, the final step of getting the right visual in the right place has become a bottleneck. By teaching AI to understand the “soul” of a story, the company aims to free up creative teams while keeping storytelling intact.
The feature is already available to Amagi Now users, with a broader rollout planned from the second quarter of 2026.
