Airtel Sri Lanka
Driving nationwide buzz with Airtel’s new jingle
The Objective
Connecting communities through the Airtel jingle and TikTok creativity
The primary goal was to generate significant top-of-funnel reach and drive active participation, by leveraging the iconic Airtel Jingle on TikTok, we aimed to drive high-volume User-Generated Content (UGC) across all nine provinces, visually and audibly reinforcing the brand's nationwide reach while re-establishing the jingle's relevance among a youthful, creative audience. The campaign aimed to reignite national love for the jingle by encouraging users to recreate and share it through their own TikTok content, transforming it into a viral sound that captured Airtel’s youthful and energetic identity. Leveraging TikTok’s unique ability to spark sound-led trends and inspire community participation, Airtel created a nationwide moment of creativity and connection, while driving users to a dedicated site to download the official jingle and join the movement.
The Solution
Transforming Airtel’s iconic jingle to spark nationwide participation
Airtel Sri Lanka used TikTok’s sound-first platform to turn its iconic jingle into a nationwide creative movement. The initiative rolled out in two key phases. The first phase focused on building awareness and organic engagement, encouraging users and creators to recreate content using the Airtel jingle; whether by singing, dancing or playing an instrument. To unite all submissions and build momentum, Airtel introduced a dedicated campaign hashtag, #AirtelTuneTrend, which users included when publishing their content on TikTok. This helped centralize participation and amplify visibility across the platform.
In the second phase, Airtel launched a Traffic campaign to sustain momentum and expand reach. Using Spark Ads, the brand directed users to a dedicated landing page where they could download the official jingle and join the movement themselves.
Throughout the campaign, Airtel empowered users to express themselves freely through the brand’s sound, turning the initiative into a participatory celebration of music, culture, and creativity. By blending nostalgia with modern expression, Airtel successfully bridged generations proving how a single sound can unite a nation through authentic creativity on TikTok.
The Results
TikTok amplified Airtel’s iconic jingle, achieving strong reach and creator engagement
The campaign delivered strong results, demonstrating the impact of sound-led storytelling and community participation on TikTok. Airtel Sri Lanka’s National Jingle campaign reached 2.7 million unique users, driving significant nationwide visibility for the brand.
The initiative also achieved strong performance outcomes, delivering 272K+ clicks to the dedicated landing page with an effective CTR of 1.96% demonstrating users’ clear intent to download and engage with the jingle.
Beyond reach, the campaign sparked meaningful user participation, resulting in 151 unique creator entries under the #AirtelTuneTrend hashtag. Each entry showcased fresh interpretations of the jingle through music, dance and creative expression, reinforcing the jingle’s relevance among younger audiences.
By blending nostalgia with modern creativity, Airtel successfully revived its iconic sound and turned it into a cultural moment, proving how TikTok can help brands connect authentically with audiences at scale.
Airtel National Jingle campaign was a highly successful nationwide digital activation that reignited Sri Lanka’s connection to Airtel’s iconic jingle. The campaign reached 2.7 million users, drove over 272,000 clicks, and engaged 151+ creators who produced unique, high-energy content from across the country. To amplify the reach, we collaborated with 19+ mass and micro-influencers nationwide, creating buzz and excitement around the campaign. Leveraging TikTok Spark Ads throughout the campaign period, the initiative combined nostalgia with sound-driven creativity, inspiring strong community participation and resonating deeply with younger audiences. This campaign highlights the power of sound-led storytelling, authentic engagement, and community-driven content, demonstrating Airtel’s cultural relevance and the agency’s ability to deliver impactful, innovative campaigns.