MUMBAI : Airtel India and digital agency Dentsu Webchutney gave avid Instagrammers a makeover after they converted them into detectives with the launch of the telecom operator's #T20VillainHunt. The villain, in the context of this unique campaign, is anyone and anything that hampers a consumer’s viewing experience.

The #T20VillainHunt was released on Instagram as a two-part series. Users were encouraged to find hidden clues within a given story to reveal the T20 Villain. The users had to make an innovative use of Instagram’s ‘Save to Collection’ feature to do this. If they cracked the clues and saved the images in the right order, it revealed the face of the villain in their profile’s ‘Saved’ folder.

Dentsu Webchutney  executive creative director P.G. Aditya 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,”  

Dentsu Webchutney senior creative director Ashwin Palkar says, “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"

And while solving the clues was a meticulous process, it didn’t discourage Airtel’s detectives from hunting down the villains. Within 3 days, over 250 fans correctly cracked the code to what was another truly innovative use of Instagram.

Users can head to the Airtel India’s Instagram page to access and give the #T20VillainHunt their best shot.