Bharti Airtel has announced a first-of-its-kind global partnership with Adobe to provide free access to Adobe Express Premium to its entire customer base of over 360 million users in India, marking one of the largest consumer software giveaways ever by a telecom operator.
Under the partnership, Airtel customers will be able to use Adobe Express Premium, Adobe’s AI-powered, quick-and-easy design application for one year at no cost, unlocking professional-grade tools for creating social media content, videos, marketing materials, presentations and more.
The subscription, valued at approximately Rs 4,000 annually, will be available to all Airtel users, including mobile, Wi-Fi and DTH customers, via the Airtel Thanks App with no credit card required.
The collaboration positions Airtel at the centre of India’s rapidly expanding creator and digital-first economy, while significantly lowering the barrier to high-quality content creation for individuals, students, small businesses and creators across the country.
Commenting on the partnership, Siddharth Sharma, CEO – Connected Homes and Director Marketing, Bharti Airtel, said, “This partnership is about more than technology. It is about empowering millions of Indians with cutting-edge AI tools to create and innovate. From a student crafting their first resume to a small business owner designing a poster or a creator editing videos for followers, we want to empower every Airtel customer with the tools for self-expression. With Adobe Express, world-class creative tools are no longer a luxury—they’re a reality for every Indian.”
Adobe, which has been expanding its focus on AI-led creativity tools, sees the Airtel partnership as a major step towards broad-based digital inclusion in India.
David Wadhwani, President, Digital Media at Adobe, said, “We are committed to empowering everyone to create and stand out with Adobe Express, the quick and easy create-anything app. We are excited to partner with Airtel to bring Adobe Express Premium to millions of people across India for free, accelerating the growth of India’s vibrant creator economy and enabling people to easily produce standout content whether boosting their careers, growing their businesses or promoting their passions.”
