May 14, 2021

Airtel to power youth-first digital platform for fitness content

News Desk-

Bharti Airtel (“Airtel”), India’s largest integrated telco, has acquired a strategic stake in Spectacom Global Pvt Ltd (“Spectacom”) under the Airtel Start-up Accelerator Program, which focuses on supporting growth of early stage Indian start-ups. Spectacom will also carry the exclusive digital rights for the promotion of all content for brand Devils Circuit, including the new seasons of its popular shows – The College Frenzy & The Corporate Challenge. A digitally connected world is witnessing increased awareness around Health & Fitness, with a growing tribe of young Indians taking up physically demanding X sports such as obstacle racing. Devils Circuit, which pioneered obstacle racing in India, has already built a community of two million followers. It is India’s largest sports property of its kind with presence in eight cities. And given India’s vast young population of appx. 600 mn under the age of 25 years, there is a massive opportunity to make available Health & Fitness based platforms that connect fitness enthusiasts deeper and wider across the country. Says Adarsh Nair, Chief Product Officer, Bharti Airtel: “We believe that X Sports, which are all about fitness, aligns beautifully with our brand. Thanks to the deep penetration of mobile internet in India, the potential to grow the adoption of Devils Circuit style X Sports amongst India’s youth is immense. This also fits into Airtel’s strong focus on connecting with the youth and providing them digital platforms to fulfil their aspirations. We look forward to collaborating with Spectacom on this exciting journey.”

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