Airtel rolls out ‘safe network’ campaign with fraud-link blocking feature

Airtel has stepped up its battle against digital scams with a sharp new move: blocking fraud links directly at the network level. Its anti-spam initiative goes beyond flagging suspicious calls and SMSes. It tackles the growing threat of fraud links with the bold promise: ‘Ab fraud links nahi khulenge.’

But it’s not just the tech that stands out. The campaign’s creative interventions are where the ideas really shine. Airtel’s marketing team has pulled off a smart rollout that brings the message to life in unexpected ways. The brand painted the country red with its new outdoor campaign to raise awareness about the anti-scam feature.

In addition, creative messaging was deployed on bus stops, metro trains, mall entry points, and metro station barriers, all dishing out scam-busting copy that catches commuters right where they least expect it. Even parking barriers in malls joined in, turning routine spaces into friendly reminders of digital safety.

Airtel promoted the campaign across digital platforms as well, involving multiple influencers. It also created a physical board game for the campaign, shared with influencers and designed to be played by families. This move turns digital safety into an engaging, offline experience.

The campaign proves that public safety and smart marketing can go hand in hand, with Airtel using creativity, media innovation and real-world touchpoints to raise awareness and drive meaningful engagement around digital scams.

afaqs! received this information in a press release.