Airtel becomes India’s First Spam Fighting Network
With over ₹2,000 crore lost to spam fraud every day, Airtel launched India’s first AI-powered Spam Fighting Network to protect its 390+ million users. The integrated campaign spotlighted consumer safety and tech leadership through regional press conferences in 14 Tier-2 cities, hyperlocal stories, influencer collaborations, and a “Spam Booth” at the Indian Mobile Congress. A national media blitz and hyper-targeted content strategy helped Airtel shift the conversation from service provider to proactive protector.
Impact
47% drop in spam complaints, 1,200+ media stories across 10+ languages, 16+ billion impressions, 73% reach in Tier 2 and Tier 3 markets, 3.5+ million users engaged.