Replacing a handset is easy but replacing your data is not. With Airtel’s Mobile Phone Data Backup, if it’s in your phone, it's safely stored on our servers. Since this is a service for existing Airtel users, the challenge was to target them exclusively, with impact. In-shop posters were put up at Airtel Relationship Centres (ARCs) as existing subscribers frequently visit ARCs to pay their phone bills. In the first month of the campaign, 18 per cent of Airtel users subscribed to the Airtel Mobile Phone Data Backup service.
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