MAM
Airtel launches mobile platform for advertisers
MUMBAI: Bharti Airtel has entered into the mobile advertising (m-Advertising) segment in India to equip advertisers to connect with their potential customers in a targeted and personalised fashion via their mobile phones.
The platform will have features like inventory management, campaign management, reporting and analytics.
Airtel is present in 20 countries across Asia and Africa and it enjoys the capability to deliver massive reach in a high impact burst which can be delivered in just a few hours using touch points such as end of call notifications, recharge notifications & Digital TV guides, the company said.
Airtel’s m-Advertising platform will allow advertisers to leverage multiple communications outlets and tools such as mobile internet (WAP), messaging services and Airtel digital TV to engage their audiences. It will not only create opportunities for increasing brand saliency but also conversions using technologies such as mobile couponing for segments such as youth, upper SEC and smartphone users. With this platform, companies can also extend their access to the rural audience with voice solutions.
Bharti Airtel president – consumer business K Srinivas said, “Personalisation, sharp segmentation and contextualisation are increasingly making this platform an exciting proposition for brands. With the mobile advertising market poised to grow by more than 40 per cent over the next few years, Airtel with its technology, scale and customer intelligence is placed uniquely to leverage this growing medium. Airtel’s m-advertising platform will enable advertisers to land their message in a simple, effective manner in an increasingly complex media environment.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
