Bharti Airtel Ltd on Wednesday launched an advertising platform that will connect any brand to its customers, the Sunil Mittal-led telecom operator said.
The Airtel Ads platform will enable brands to curate consent-based and safe campaigns for subscribers of the telco, it said. Airtel has more than 320 million customers across businesses—mobile, direct-to-home (DTH) and homes.
Airtel Ads has so far enabled campaigns for more than 100 brands across categories, including fast moving consumer goods, banking, financial services and insurance, digital startups, among others. It has partnered companies such as PepsiCo, Zomato, Cred and Tata AIG.
Airtel’s data research and analytics will help identify and connect target customers to brands selling products or making offers on the platform, the telco’s chief product officer Adarsh Nair said in an interview. Customers expressing interest in certain products or offers will enable Airtel to understand their preference, Nair added.
“For instance, let’s say, you come on Airtel Thanks app for a recharge, and you see Zomato’s offer of a 40% discount. We take that Zomato offer and present it to you while you are doing the transaction. Airtel’s research is dependent on what you do next,” Nair said.