Airtel and Fundamental vs. Financial Fraud
HighlightsIn 2024, Airtel became India's first Spam Fighting Network by utilizing artificial intelligence to screen spam calls and texts in real time, analyzing over 250 parameters. Airtel's new initiative, The Safe Network, aims to combat financial fraud by recognizing and blocking malicious links across various digital platforms, ensuring that fraudulent links do not open for users. The campaign promoting this service, directed by Ram Madhvani, emphasizes Airtel's commitment to customer safety with the reassuring message 'Kuch Nahi Hoga', indicating that Airtel is protecting its customers.
In 2024 telco giant
Airtel
became India's first Spam Fighting Network.
Leveraging both, the scale of their network and the power of AI, the company started screening
spam calls
and texts in real time, analysing over 250 parameters to identify these nuisances and sending consumers an Airtel Warning whenever they received such calls or messages.
But the battle against what is arguably the biggest cyber-menace facing people today was far from won. Scams are rampant, ever-evolving and claiming new victims every day.
Being a brand that has its ears to the ground, Airtel realised through numerous customer interactions that the problem wasn't restricted to calls and texts alone.
Links emerged as a serious cause for concern - because they are omnipresent on the internet and often the first step to getting scammed. Partnering with indie agency Fundamental, Airtel has responded with a solution to this wide-spread issue. Enter: The
Safe Network
.
Using AI, Airtel will now be able to recognise and block
malicious links
. Which means that even if unsuspecting people are now pressurised or duped into clicking on them, fraudulent links just won't open. The objective is to come down hard on
financial fraud
and minimise it to the extent possible, by rendering such links 'unclickable'.
Airtel will be able to identify suspicious links regardless of which platform they are served to consumers on - chat apps, social media, search engines, email - links on any or all of these channels will be flagged by the system and blocked. And once again, this service is available to every Airtel customer without the hassle of a separate app download or additional fees.
The brand has gone live with its latest campaign to announce the launch of this service. The spots have been directed by Ram Madhvani of Equinox Films.
Speaking about working with Airtel towards this solution, Pallavi Chakravarti, founder and chief creative officer at Fundamental said, 'Most consumers are plagued with the worry that despite being vigilant they may slip up and click on something malicious - what happens then? with the simple but reassuring '
Kuch Nahi Hoga
' we're sending out an emphatic message: Airtel has your back.'
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