In modern India, the increasing use of smartphones has led to a surge in cybercrime, with high-value cases jumping four times in fiscal 2024, resulting in losses of $20 million. To combat this, Airtel has deployed artificial intelligence to screen spam calls and texts in real-time, analyzing over 250 parameters to identify malicious communications. However, the company soon realized that cybercriminals had evolved their tactics to use malicious links, which can be found on various digital channels, including social media, emails, and chat applications.
To address this new threat, Airtel has introduced a new system that uses AI technology to recognize and block malicious links, making them “unclickable” and rendering them harmless. This feature is available to all Airtel customers without requiring any additional downloads or fees. The company has partnered with indie agency Fundamental to launch a campaign, “The Safe Network,” which aims to reassure customers that they are protected from cyber threats.
The campaign features two ad films directed by Ram Madhvani, which showcase relatable scenarios where individuals are targeted by scammers. In one film, a woman receives a message claiming to be from her bank, while in the other, a woman receives a message claiming to be from the customs department. In both cases, the brand intervenes with the message “Kuch Nahi Hoga” (Nothing will happen), emphasizing that Airtel’s AI technology is working to block fraudulent networks.
The campaign’s central message is simple yet reassuring, aiming to establish Airtel as a guardian that protects its users from cyber threats. According to Pallavi Chakravarti, Founder & CCO at Fundamental, “Airtel walks the talk” when it comes to customer centricity and innovation, and the Safe Network campaign is a clear signal that customer security is above all else.
Airtel’s approach is significant, as it shows how telecom companies can play a crucial role in protecting their customers from cyber threats. The company’s previous campaign had highlighted the isolation felt by victims of scams, and the Safe Network campaign builds upon this foundation while expanding the protection umbrella to cover malicious links. As cyber threats continue to evolve, Airtel’s proactive approach is a step in the right direction, providing customers with much-needed reassurance and protection in the digital age.