Airtel partners Adobe to offer Express Premium access free to 360M customers

Bharti Airtel on Thursday said it will provide free access to Adobe Express Premium to 360 million customers, enabling them to create high-quality social assets, marketing materials, short videos, and design other content.

The move comes as such AI-powered design tools are rapidly gaining traction, prompting Indian telecom operators to strike partnerships with global tech firms to keep user engagement high within their digital ecosystems.

In a release, Airtel said that, with the Adobe Express Premium, valued at Rs 4,000 and free for a year, its customers can express their creativity and produce professional-quality content, regardless of their design experience.

"This landmark and first-of-its-kind partnership will provide access to Adobe Express Premium to all Airtel customers for creating high-quality social assets, marketing materials, short videos and anything they wish to design quickly and effortlessly," the Sunil Mittal-led telco said in the release.

The Adobe Express Premium subscription will be available to all Airtel customers, including mobile, WiFi, and DTH customers, the release said, adding that users can avail themselves of this subscription by logging in to the Airtel Thanks App.

In July last year, Airtel partnered with Perplexity, a leading AI-powered answer engine, to offer a complimentary 12-month subscription of Perplexity Pro to all its 360 million customers. This marked Perplexity’s first partnership with a telecom provider in India.

Airtel has over 590 million customers across 15 countries in India and Africa, and associate operations in Bangladesh and Sri Lanka. Its portfolio spans mobile and fixed broadband, digital TV, cloud services, cybersecurity, IoT, and more.

(With inputs from PTI)