Bharti Airtel (“Airtel”), one of India’s leading telecommunications service providers, today announced the launch of its new campaign “Airtel Mubarak” in collaboration with Mirchi in Kashmir. The initiative salutes Airtel’s 21-year journey in the Valley and its role in upgrading and nurturing lives through connectivity, access and opportunity. Unlike conventional network-focused campaigns, “Airtel Mubarak” shines a light on real, everyday moments made possible by Airtel – from staying in touch with loved ones to building new businesses and accessing education from anywhere. The core thought stems from a simple cultural truth: in Kashmir, whenever something good and auspicious happens, people say “Mubarak”. In its latest phase, the campaign puts a sharp spotlight on how today’s youth are using data to learn, create and earn. From online classes and competitive exam prep to content creation, start-ups and side hustles, young Kashmiris are increasingly relying on high-speed data to chase their ambitions, stay informed and remain connected to the world. Through a series of on-air stories, interactive segments and digital content with Mirchi, “Airtel Mubarak” will bring alive these youth-first narratives while also tapping into nostalgia around the early days of calls and SMS. Mirchi RJs will share their own “Mubarak” moments and invite listeners to talk about the calls, texts and data-powered milestones that changed their lives. The campaign will also feature gratifications for loyal Airtel customers and engaging contests that encourage young listeners to share how data has helped them study better, start something new or stay close to their families even when they are away from home. With “Airtel Mubarak”, Airtel and Mirchi aim to reinforce the brand’s emotional bond with Kashmir while underlining the positive, future-facing role of data in the hands of the Valley’s youth.
