High-impact outdoor campaign reinforces Airtel’s Safe Network promise with contextual, hyperlocal messaging across key Indian metros
India, June 2025: Airtel, India’s leading telecom provider, has joined hands with Posterscope India, the Out-of-Home (OOH) specialist from dentsu India, to launch SPAM 2.0—a 360-degree OOH campaign spotlighting Airtel’s latest innovation in its Safe Network initiative: fraudulent link detection and real-time blocking. The campaign, with the central message “Blocking Fraud Links,” aims to educate citizens and safeguard them against online scams by blocking malicious links at the network level.
Designed for maximum impact, the campaign deployed smart, data-led planning and contextual messaging across high-traffic zones in metro cities and priority markets. Executed in just 3–4 days, it showcased Posterscope’s agility and operational excellence in turning around a nationwide campaign at remarkable speed.
The multi-format deployment included traditional billboards, digital screens, mall and parking facades, bus shelters, and transit ads. Clever contextual copy made the message relatable and memorable—such as parking barricades that read, “Ye gate to khulega, par Airtel pe fraud link nahi khulega,” and metro announcements that reinforced the safety narrative during commuters’ daily journeys. The messaging was also localized into regional languages, ensuring inclusivity and deeper resonance across India’s diverse audience.
Imtiyaz Vilatra, CEO of Posterscope India, emphasized the campaign’s social impact:
> “This campaign perfectly balances innovation with purpose. We translated Airtel’s powerful tech solution into a creative narrative that felt personal and timely. Through hyperlocal execution and speed, we were able to capture attention and build trust, proving how OOH can truly drive social change when done right.”
By bringing its fraud protection technology directly to the streets, Airtel’s SPAM 2.0 campaign not only reinforced its commitment to user safety but also highlighted the critical role of innovative OOH advertising in raising awareness and building trust.
