Airtel has launched a new campaign ‘Make Your Run Count’ empower people through digital literacy. The campaign marks this year’s edition of Airtel Delhi Half Marathon (ADHM).
The concept of the campaign circles around the everyday life of a common man in India. The people do run for daily lives – for kids, for the career, for money, etc. In the backdrop of this concept, Airtel calls people to run for a larger purpose for enhancing digital literacy in the country by running. Every time people capture a screenshot of a finished run in their daily life, or at the Airtel Delhi Half Marathon, they just need to tag @airtelindia with the hashtag #MakeYourRunCount along with a screenshot using any running app.
For every kilometer run, Airtel pledges to empower one person in India through digital literacy. For the purpose, Airtel has rolled out its digital literacy program in various parts of the country and imparts free-of-cost training sessions to people on how to use internet and smartphones and benefit from it. The sessions are in one-to-one/one-to-many format and have a strong focus on women/girls and their digital empowerment.
Commenting on the new initiative, Rajiv Mathrani, Chief Brand Officer, Bharti Airtel said, “With this campaign, we are asking people to come forward and contribute to a cause while enjoying their run. A lot of us are privileged to have access to digital services, but there are millions who are unconnected for the want of digital literacy. Airtel is proactively doing its bit to reach out to people in India and is making an attempt to make them digitally abled. We hope more and more people will come forward and share their run with us in order to make a difference.”
The ad campaign was designed by the creative agency J Walter Thompson. The production house is Red Ice. The campaign will be rolled out across digital, print, radio and outdoor mediums starting today.