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The challenge
Airtel's entertainment services were fragmented across satellite TV, hybrid set-top boxes, HDMI dongles, and web apps. Over 100 million users were navigating inconsistent experiences across Airtel TV and Wynk Music, with no unified design language to hold them together.

What we did
Think Design developed a unified design language across every touchpoint: HD STB, Hybrid Set-top Box, XStream HDMI dongle, web, and mobile.

Intuitive navigation patterns, flexible design systems for diverse screen sizes, and flows aligned with real content consumption behaviours ensured seamless transitions between devices and platforms.

The result
A coherent entertainment ecosystem for one of the world's largest telecoms. 100 million users. One experience. Airtel, repositioned as a digitally forward brand.

100M+ users impacted
5 platforms unified
3+ years of partnership