Case Study: Airtel transforms 5G skeptics into fans with EssenceMediacom's live IPL avatar experience

Airtel reaches 30 million cricket fans live on TV with EssenceMediacom

The customer, Airtel, faced the challenge of launching its 5G service in a highly competitive Indian market where consumers were skeptical about the new technology's value. EssenceMediacom was tasked with creating excitement and demonstrating 5G's benefits in a relevant way to narrow the preference gap with competitors.

EssenceMediacom's solution was to create a world-first fan experience for the Indian Premier League cricket tournament. They used Airtel's 5G network to teleport skeptics into the live TV broadcast as lifelike avatars that interacted with players and hosts. This campaign reached over 30 million viewers on TV and generated 2 billion viewing minutes, successfully turning skeptics into evangelists and driving a 29.7% increase in sales for Airtel.

Airtel