Bharti Airtel has announced a landmark partnership with Adobe that will give its entire customer base of over 360 mn Indians free access to Adobe Express Premium, marking a global first for a telecom provider.

The move is aimed at democratising access to professional-grade creative tools and empowering users across the country to create high-quality digital content with ease.

According to an Airtel press release, the partnership will allow all Airtel mobile, Wi-Fi and DTH customers to use Adobe Express Premium for a year at no cost. The subscription, valued at approximately Rs.4.000, can be activated through the Airtel Thanks App without any credit card requirement, making it accessible to users regardless of their technical or design background.

Adobe Express is positioned as a quick and intuitive “create-anything” app, enabling users to design social media assets, marketing materials, short videos and more. The premium version offers access to thousands of professional templates, including designs tailored for Indian festivals, weddings and local businesses, along with AI-powered features such as background removal, custom image generation, one-tap video editing, auto captions and instant resize. Users also get premium Adobe Stock assets, over 30,000 fonts, 100GB cloud storage and watermark-free exports with seamless syncing across devices.

Commenting on the initiative, Siddharth Sharma, CEO – Connected Homes and Director – Marketing at Bharti Airtel, said the partnership goes beyond technology and focuses on empowering Indians with cutting-edge AI tools. He noted that whether it is a student creating a resume, a small business owner designing a poster or a creator editing videos for social media, the aim is to make world-class creative tools accessible to everyone.

David Wadhwani, President of Digital Media at Adobe, said the collaboration aligns with Adobe’s mission to help people stand out through creativity. He added that offering Adobe Express Premium free to millions of Airtel customers would accelerate the growth of India’s creator economy and help individuals produce standout content for careers, businesses and personal passions.

Adobe Express is available in multiple Indian languages, including English, Hindi, Tamil and Bengali, allowing users to work comfortably in their native language. From festival greetings and wedding invitations to promotional creatives for local shops and WhatsApp updates, the tool is designed to make professional-quality content creation simple and inclusive.

With this partnership, Airtel is positioning itself at the intersection of connectivity and creativity, giving millions of Indians the ability to express, build and grow in an increasingly digital-first world.