In the first quarter of 2019, Airtel was facing a massive challenge with their Top of mind awareness among the youths, which were their main target audience.
To remedy this problem we went on to find a truth about youth that we can leverage.
And a very thoughtful insight came into light that today’s youth is continuously trying out new things.
Though more often they fail at these attempts, they march forward towards trying newer things.
And most of the times during these failures Friends are the one who inspires and appreciate these efforts and push to go further and try new things.
We wanted to utilize this youth insight and craft our communications around it.