Airtel uses Instagram's collections feature to for #T20VillainHunt

Airtel uses Instagram to engage users for #T20VillainHunt / Dentsu Webchutney

Airtel India is calling out on all the people who interrupted the audience while watching the recently concluded Indian Premier League (IPL) games via Instagram.

The campaign, titled #T20VillianHunt, devised by Dentsu Webchutney, consists of a two-part series in which Instagram users have to find hidden clues in a graphical story to reveal the T20 villain.

People are required to use Instagram's 'Save to Collection' feature to crack the clues and the face of the villain will be revealed via their profile's 'Saved' folder.

P.G. Aditya, executive creative director at Dentsu Webchutney, said: “We are always looking for the next novel hack on social and Instagram never disappoints us. We’ve got a fair amount of experience when it comes to Instagram hunts but this is for the first time that we deployed the use of the ‘Save to Collection’ feature to create, what I believe is our toughest hunt yet,”

Ashwin Palkar, senior creative director at Dentsu Webchutney said: “While all the grids had to come together seamlessly to set the plot of the story on Airtel’s profile, the selection of the correct grids after cracking the clues had to form the villain’s face and reveal their identity in a user’s ‘Saved’ folder. Hiding something in plain sight was definitely our biggest challenge."

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