According to an official statement by the telecom operator, the announced deal is subject to all applicable statutory approvals. Airtel and Lemnisk will work together to build world's largest CDP platform. This will be done across Airtel's digital businesses including Ad-tech (Airtel Ads), Digital Entertainment (Wynk Music and Airtel Xstream) and Digital Marketplace (Airtel Thanks App). In the future, Airtel plans to offer this service to its enterprise customers through Airtel IQ, which is the world's first network integrated Cloud Platform as a Service (CPaaS). The platform will offer enterprises an opportunity to create a nimble, scalable, and omni-channel engagement for their customers. According to Adarsh Nair, CEO at Airtel Digital, "We are delighted to welcome Lemnisk into the Airtel Start Up accelerator program and be a part of our digital innovation engine.