It is safe to say that every Indian citizen now knows about Airtel 4G, thanks to the peppy, talented, and pretty 4G girl. Sasha Chettri managed to take social media by storm with her idyllic presence in Airtel 4G ad films and now she is back with a new message.
This time Chettri is telling customers to stop wasting the benefits that come with traditional postpaid mobile plans and move to Airtel MyPlan to get the best value for their monthly mobile spends.
With traditional postpaid plans offering pre-defined voice/data/SMS benefits, customers end up wasting some of these benefits as their actual usage/requirements may be very different.
For instance, if a Delhi customer is primarily using mobile apps like WhatsApp and Hike for texting, why have hundreds of free SMS in the plan. Why not have the options of trading the free 200 SMS of the existing plan for 90 local minutes or 120 MB 4G/3G data?
With this insight at core, Airtel coined their Waste Nothing campaign. The campaign urges users to be smart and hope on Airtel’s MyPlan, which allows them to create custom plans according to their requirements and usage.
The campaign has the face of Airtel 4G plastered across their social media channels. Chettri is seen urging consumers to create tailor made plans basis their requirements.
Further, No Wastage uses #SwitchToMyPlan to centralize all conversations around the campaign. The simplicity of the hashtag managed to engage with the consumers, thus creating organic conversations around the initiative.
#SwitchToMyPlan posts bank on light creatives featuring Chhetri and churning out content which taps on insights like saving up to 30 per cent costs and freedom of picking the most convenient options. The consistency of posts creates a strong recall for Airtel, thus making the campaign spot on.