Airtel, leading Indian telecom provider, partnered with Posterscope to roll-out the next phase of product innovation under the Safe Network proposition – Fraudulent link detection & real time blocking. For the 360-degree launch, a high-impact out-of-home (OOH) campaign aimed at educating citizens and combatting online fraud. With key brand message of “Blocking Fraud Links,” Airtel reinforced its promise to protect its users from malicious links at the network level.
Executed by Posterscope India, the Out-of-Home (OOH) specialist from dentsu India, the campaign was designed to build top-of-mind recall through smart, data-led media planning and contextual innovation. Strategically placed across high-traffic zones, it reached everyday commuters in a way that was both impactful and memorable. The campaign ensured that Airtel’s safety promise resonated with audiences in the moments that mattered most.
Spanning metro cities and priority markets across India, the OOH deployment covered a wide range of formats – from traditional billboards to mall and parking facades, digital screens, transit ads, and bus shelters. What set it apart was the clever contextual messaging. Parking barricades read: “Ye gate to khulega, par Airtel pe fraud link nahi khulega,” while metro announcements reinforced the message in transit, creating strong recall at everyday touchpoints. The messaging was also adapted in regional languages, making it hyperlocal and inclusive.
Imtiyaz Vilatra, CEO, Posterscope India 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.”
From planning to execution, the campaign was rolled out in just 3 to 4 days – a testament to Posterscope’s deep market understanding, rapid turnaround capabilities, and operational excellence. It successfully reinforced Airtel’s position as a brand committed to safety and trust. SPAM 2.0 is not just a campaign – it’s a reminder that safety, when made visible, becomes second nature.
