We believe there is a great disconnect between dated perceptions and rapidly changing realities on ground in Africa. At Bharti Airtel, we are helping the continent leverage the right network and build consensus on critical socio-economic issues. We are fostering development by changing the face of communications. Africa now has a new narrative to share with the world.

Active on Social Media
During 2015-16, our social media engagement grew across Africa. The outcomes were encouraging:

• We engaged with 6.2 Mn customers across the continent (51% growth from FY 2014-15).
• Airtel Kenya became Africa’s top social media brand in telecommunication in the latest Africa Brand Index Rankings. The Company was recognised for its outstanding use of social media platforms in customer engagements.
• Seven other regions also attained market leadership in social media standings.
• Launched self-service Value Added Services (VAS) in Nigeria, where customers can activate and deactivate any of the VAS services. The solution is likely to be rolled out across Africa.

Engaging More with Customers
We launched a ‘Customer Forum’ across 10 locations in Africa where customers can directly engage with Airtel and make their voice heard. Surprise engagements on birthdays and anniversaries and regular publication of newsletters helped us enhance engagement with premier and high-value customers. Their experience was highlighted through partnerships with hotels, airlines, airport lounges, among others.

Key Achievements of 2015-16

• Airtel Rwanda received the award of best 4G Mobile Network Operator for 2015 for exceptional performance in 4G LTE performance.
• Airtel Money Malawi was commended for being the mobile financial services leader in Malawi by Malawi Communications Regulatory Authority in collaboration with the National Statistical Office.
• Airtel signed a three-year global agreement with World Food Programme for cash and value voucher distribution services in Madagascar, Malawi, Tanzania, DRC, Congo B and Zambia.
• Airtel Money continues to change the financial landscape with the launch of micro loans (Kutchova loans) in Malawi and the launch of NFC via NFC tags in DRC.
• Gabon went live on 4G in December 2015, making it the third Opco after Rwanda and Seychelles.

Brand Connect
Airtel Rising Stars (ARS): Airtel Rising Stars is Africa’s largest grassroots under 17 football tournament, focused on providing a platform to discover the next generation of soccer stars. The tournament is played in 17 countries across Sub-Saharan Africa. ARS is currently competing for the 2016 edition (6^th edition) of the competition that has produced many successful footballers in the continent. We have had over 1.8 Mn boys and girls participate in ARS over the last 5 years. ARS has also provided a platform for us to engage with local communities and share our offerings.

Airtel Trace Music Stars (ATMS): The second season of ATMS began in February 2016, featuring the international Superstar Keri Hilson as the official Mentor. ATMS is the biggest mobile phone based panAfrican talent search competition; with 2.3 Mn calls made in season one.

Airtel Africa, Google TVC wins Best Creative Award at 2015 MSK Gala: Airtel Africa in partnership with Google won the Best Creative award for our co-produced TVC called The Potato at the 2015 Marketing Society of Kenya (MSK) Awards. The TV commercial, which was created in collaboration with Google Inc., sought to illustrate the potential of mobile internet to change lives using online resources, such as the Google Search engine. The Award recognises our efforts in deepening internet penetration and making information accessible to spur innovation and creativity in Africa.