Decoding airtel and perplexity partnership marketing strategy
In July 2025, Airtel and perplexity surprised everyone with a move no one saw coming. The telecom giant announced a partnership with Perplexity AI, giving all of its 360–390 million customers free access to Perplexity Pro for one year, a subscription that usually costs around ₹17,000.
For Airtel, this wasn’t just about offering another freebie. It was a way to show that it’s more than a data provider, it’s a brand that wants to bring advanced tools like AI into everyday life. For Perplexity, it was a golden ticket into India, one of the fastest-growing digital markets in the world.
The announcement instantly created buzz. Some people called it a “Jio moment for AI”, saying it would finally put powerful AI tools in the hands of millions. Others were skeptical, wondering if the “Pro” version was truly the same as the paid one. Either way, the partnership got people talking and changed the way we think about how telecom and AI can work together.
The Challenge – Why This Move?
Airtel already had millions of customers, but like every telecom company, it faced the same old problem—data packs and price cuts were no longer enough to keep people loyal. With rivals offering similar services, Airtel needed something fresh to stand out and keep users from switching.
On the other side, Perplexity was growing fast worldwide but was still a new name in India. Competing against giants like ChatGPT and Google’s Gemini was tough, and breaking into a market of over a billion people wasn’t easy without a strong local partner.
Both brands had different problems, but the solution turned out to be the same: team up. Airtel could show itself as a forward-thinking brand offering real value, and Perplexity could ride on Airtel’s massive reach to get millions of new users in one go.
The Goals
Airtel’s Goals
- Go beyond being “just a telecom provider” and stand out in a crowded market.
- Offer something unique that customers can’t easily get from competitors.
- Improve customer loyalty and reduce churn by adding real value.
- Strengthen its image as a forward-looking, tech-driven brand.
Perplexity’s Goals
- Break into India’s massive internet market quickly.
- Compete with established players like ChatGPT and Gemini by scaling fast.
- Build brand recognition and credibility by partnering with a trusted giant.
- Turn free exposure into long-term paying users.
The Strategy
The idea behind the partnership was simple but powerful—give customers something they had never seen before. Airtel announced that every customer would get free Perplexity Pro for one year, a service that normally costs around ₹17,000 annually.
This approach turned heads instantly. Instead of just adding entertainment bundles, Airtel offered a real productivity tool that could answer questions, generate content, and simplify daily tasks.
For Airtel, this was a way to stand out in a competitive telecom market and strengthen customer loyalty. For Perplexity, it was the fastest route into India, letting millions of people experience the platform overnight. By offering free Perplexity for airtel users at scale, both brands created massive buzz and set themselves apart from their competitors.
Before vs. After: Airtel × Perplexity Impact
| Metric | Before the Deal | After the Deal |
| Perplexity Downloads (India) | Limited usage in India | +600% YoY spike (~2.8M downloads in Q2 2025) |
| Perplexity MAUs (India) | Small India footprint | +640% YoY growth in India |
| App Store Ranking | Trailing ChatGPT & Gemini | Became #1 free app in India and the U.S. |
| Perplexity Global Revenue | Smaller scale vs major competitors | Estimated to have reached $8M in Q2 |
| Perplexity Valuation | ~$14B post-funding mid-2025 | Jumped to ~$18B, partly due to Airtel tie-up |
| Airtel Net Profit Growth | Stable Telecom margins | Reported +43% YoY to ₹59.48 B in Q2 (ended June 30, 2025) |
| Airtel ARPU | Around ₹209 per user in Q3-FY25 | Increased to ₹250 per user (18.5% YoY) |
| Airtel Subscriber Base | ~390 M users | Grew to 436 M (+6.6% YoY) |
| Revenue Growth | 5.5% QoQ growth (pre-deal period, Q3-FY25) | Consolidated revenue rose 28.5% YoY to ₹494.6 B in Q2 |
| Subscriber Additions | Steady growth before deal | Added ~763K users in June 2025 alone |
| AI Service Value to Users | No AI bundle included | Airtel offered ₹17,000/year value free Perplexity Pro, for ~390 M users (₹66,300 Cr value) |
Public Reactions – What People Are Saying
The Airtel × Perplexity partnership didn’t just make headlines it got people talking everywhere, from social media to news portals. The reactions were mixed, but full of insight.
The Cheers
Many users were excited about getting free Perplexity Pro:
- “Feels like a Jio moment for AI!” users loved that powerful AI tools were now accessible to millions.
- Students began leveraging it to complete research and assignments more efficiently.
- Homemakers and professionals found it useful for daily tasks, planning, and content creation.
Analysts lauded the move as a win-win, with Airtel boosting customer loyalty while Perplexity expanded its visibility on a massive scale.
The Backlash
Not everyone was happy:
- Some Reddit threads and tweets called it “Pro-Lite”: slower responses, missing citations, or features they expected from the paid version.
- Users voiced confusion or skepticism about whether the free Perplexity access was the same as regular Pro.
Perplexity’s Response
Perplexity confirmed that Airtel users receive the complete Pro experience, exactly the same as paid subscribers.They emphasized there was no downgrade, aiming to reassure users and protect trust.
Results & Strategic Takeaways – Marketer’s Notes
- Results at a Glance
- Perplexity Growth: Downloads in India surged +600% YoY; MAUs jumped +640% YoY. It became the #1 free app on the App Store in India and even ranked high globally.
- Airtel Performance:
- ARPU increased from ₹209 → ₹250 (+18.5% YoY)
- Net profit jumped +43% YoY to ₹59.48B
- Revenue rose +28.5% YoY to ₹494.6B
- Subscriber base grew from 390M → 436M (+6.6% YoY)
- User Value: Each Airtel user gained ₹17,000 worth of free Perplexity Pro access, enhancing brand loyalty and perceived value.
- Why This Worked
- Blue Ocean Play: Airtel moved away from the crowded entertainment bundle space and offered something unique: productivity-driven AI.
- Scale Hack for Perplexity: Leveraged Airtel’s massive user base for rapid adoption, avoiding slow organic growth.
- Buzz + Trust: Media coverage, social chatter, and “Jio moment for AI” headlines amplified visibility. Transparency around the “Pro-Lite” controversy reinforced credibility.
- Data-Driven Insights: Observing user behavior on Perplexity gives Airtel a strategic edge planning bandwidth, AI features, and future monetization.
- Key Marketing Takeaways
- Experience Over Ads: Giving users something valuable (free AI) can be more effective than traditional ad campaigns.
- Leverage Partnerships: Strategic alliances with trusted brands can accelerate adoption in new markets.
- Manage Expectations: Clear communication is essential when offering premium services for free avoiding confusion protects trust.
- Trial-to-Paid Conversion is Crucial: The free year is a hook; marketers must plan for engagement campaigns to convert users to paid subscriptions.
- Positioning Matters: Moving from “just connectivity” to “connectivity + intelligence” creates differentiation and strengthens brand equity.
- Forward-Looking Notes
- Bundling AI across other Airtel services broadband, payments, EdTech can further enhance engagement.
- AI-driven insights can guide marketing, network planning, and personalized offerings.
- Competitors might imitate early first-mover advantage is key.
Bottom Line for Marketers:
This case proves that bold, value-driven partnerships can generate explosive growth, strengthen brand perception, and create long-term opportunities if executed with strategy, clarity, and a focus on real user value.
Conclusion & Future Outlook
The Airtel × Perplexity partnership shows how bold thinking can turn a standard telecom offer into a groundbreaking AI experience. By giving millions of users free Perplexity Pro access, Airtel not only strengthened loyalty and boosted revenue but also repositioned itself as a forward-thinking, AI-forward brand.
Perplexity, on the other hand, gained instant scale, visibility, and credibility in one of the world’s fastest-growing digital markets. Together, they created one of India’s most talked-about digital collaborations, proving that value-driven partnerships can deliver both growth and brand impact.
Looking ahead, the opportunity lies in leveraging AI across Airtel’s ecosystem from broadband to payments and enterprise solutions while Perplexity can continue to innovate for the Indian market, converting free users into long-term subscribers.
Key Takeaway: Strategic collaboration, clear value, and real-world utility win over flashy ads. Bold ideas plus thoughtful execution can redefine industries.
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