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Airtel debuts India’s first immersive Virtual Reality ad at IMC 2022

India’s second largest telco Bharti Airtel unveiled the country’s first immersive Virtual Reality (VR) advertisement powered by 5G. As part of its demonstrations at the ongoing India Mobile Congress 2022, the telco showcased the advertisement format on the Airtel Thanks app that opens new avenues for brands to engage with consumers in an immersive environment that was previously not possible in the traditional advertising paradigm.

The ultra-fast low-latency 5G network ensures the 3D visuals and videos are life-like. Through this ad format, brands can offer their customers an immersive ad that is without any lag, making it more engaging that the current communication that flows on digital. Airtel has roped in brands such as PepsiCo and SonyLIV to create a pilot and demo the capabilities of this product at the Indian Mobile Congress.

Today, the Indian advertising industry is in a flux – India’s 750M+ mobile users are increasingly spending more time on their mobile screens, an average of ~5 hours daily according to an App Annie report. With reducing attention spans, brands are increasingly looking towards innovative mobile-first ad formats to connect with this next generation audience, capture their attention and build awareness.

Adarsh Nair, chief executive officer, Airtel Digital said, “The biggest benefit of 5G is that it allows us to do more with low-latency. We are leveraging this technology to create India’s first ever immersive VR advertisement that offers brands a direct connect to consumers in a mobile-first environment. Brands can leverage this to create engaging, immersive, and personalized experiences for their customers.”



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