Believe it or not, the Airtel Girl is fed up of 4G

The brand's new campaign positions Airtel 4G as the widest network in the country that follows Sasha Chhetri to remote locations.

The ubiquitous Airtel 4G Girl Sasha Chhetri is back in a new avatar as she goes on a vacation with her friends. So, what's unusual about it? The chatty lass is off to the mountains in search of some peace, less talk, and no 4G. She is, however, surprised to discover that there's no escape from Airtel 4G even in the most secluded locations. This is the plot of the brand's new campaign which went on air during the India-New Zealand ICC World T-20 Cup match yesterday.

Bharti Airtel has led the proliferation of 4G services in India and claims to have the widest 4G footprint in the industry, with services available in over 350 cities and towns across India. The new campaign, conceived by Taproot-Dentsu, is positioned as being the widest 4G network in the country with unmatched coverage.

The campaign will have a total of five films, each set in a different location. It will have support legs in outdoor, print and digital mediums to deliver the message to the youth, the campaign's primary target group.

Since August 2015, when Airtel's 4G Challenge went on air, Chhetri became synonymous with 4G in India and established herself as the confident go-getter who can deliver the brand's message with panache.

Speaking on the new campaign, Rajiv Mathrani, chief brand officer, Bharti Airtel (India and South Africa), says, "Airtel's 4G campaigns have re-defined communication around high speed mobile data services, and the brand has powerfully surged ahead. With the expansion of Airtel's 4G network across India, the campaign showcases the extension of the network in some of the most picturesque locations, delivered with a casual yet persuasive tonality. We will see Chhetri in a refreshingly new avatar as she continues to build a strong youth connect for brand Airtel."

Agnello Dias, chairman and co-founder, Taproot-Dentsu, says, "The Airtel 4G Girl has built a powerful 4G association with Airtel. For this campaign, we have taken a different spin on her character while driving home a strong network message."

India is witnessing explosive growth in the mobile data category. As the 4G device ecosystem matures, and 4G-enabled handsets are available at affordable price points, high speed data services are expected to see a considerable uptake across India.

Bharti Airtel is a global telecommunications company, with operations in 20 countries across Asia and Africa. The New Delhi-headquartered company ranks, in terms of subscribers, amongst the top three mobile service providers globally. In India, its product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed DSL broadband, IPTV, DTH, and enterprise services including national and international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G and 4G wireless services and mobile commerce. Bharti Airtel claimed to have over 353 million customers across operations at the end of January 2016.