Professional Documents
Culture Documents
Airtel Paper PDF
Airtel Paper PDF
Strategy
Nisha D. Sawant,
1|Page
Airtel Rebranding Strategy
MBA-IT, Mass Communication, Finance, MCA, PGPM-
Finance, Doctorate in management studies
#9096683428
2|Page
Airtel Rebranding Strategy
Airtel Rebranding Strategy
The aim is to highlight the rebranding and constant repositioning done by Airtel. Airtel has
recently undergone a very huge rebranding which has cost millions to the company. The aim is
tohighlight how it has impacted Airtel.
Airtel despite being the number one company (with widest consumer base and largest market
presence) has been constantly rebranding and repositioning itself.
Airtel is the number one telecom service provider in India, it’s the only service provider which
has its presence in all the telecom service circles of India. Even then it changes its logo, jingle
and tagline very regularly.
And it has managed to maintain its top position. Hence I wish to present the strategy
implemented by Airtel.
3. Airtel has not changed the brand name despite the various rebrandings
Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the
day” with an ambition to become the most globally admired telecom service.
Airtel is a JV between Singtel, (Singapore, Telecom Italia, Italy), and Bharti Telecom.
3|Page
Airtel Rebranding Strategy
The time when mobile telephony began in India a decade ago, the brand was all about aspiration.
That's understandable: a handset cost about Rs 45,000 - the price of a second-hand Fiat - and call
charges hovered around Rs 16 a minute.
Naturally, the target customer was clearly defined: elite, upmarket professionals and
entrepreneurs. They positioned Airtel as an aspirational and lifestyle brand.
REASON-
Airtel was on a power trip: the logo was black, uppercase bold lettering; and the baseline was
"the power to keep in touch". "From day one, it was decided that the brand should always
connote leadership - be it in network, innovations, offerings or services
5. JINGLES OF BRAND
“Nigahhein nigahon se mila kar to dekho, Naye logo se rishta banakar to dekho…..”
With this the focus have shifted to vibrating the innermost core of a viewer’s heart.
The ad is made up of five snippets, each one displaying the importance of reaching out to
others.
In this Ad, there is the range of situations/relationships covered, from two little girls in the
first one to an aged couple in the next one to the young lovers and then to student-teacher pair.
Best part about the ad is that it never shows anyone using a cell phone !!
6. SIGNATURE TUNE
Introduced In 2002
• The signature tune of Airtel is composed by Indian musician A. R. Rahman. The tune
became hugely popular and is the world's most downloaded mobile music with over 150
million downloads.
4|Page
Airtel Rebranding Strategy
• A new version of the song was released on 18 November 2010, as part of the rebranding
of the company. This version too was composed by Rahman himself.
b. 'Touch tomorrow‘
YEAR: 1999-2001
SIGNIFICANCE:
Airtel started talking to new segments by positively positioning and establishing itself as a brand
that improved the quality of life. New look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE-
Airtel started to look from a regional level to pan India position. Rediffussion DY&R, which is
the ad agency that took charge of revamping Airtel's brand image thought, to become an Indian
leader, Airtel needed to change its tagline.
d. 'Express yourself‘
YEAR- 2003-2008
SIGNIFICANCE:
5|Page
Airtel Rebranding Strategy
'Express yourself' was successfully launched taking the ownership of the entire space of
communication and strengthening the emotional bond Airtel enjoys with its customers.
8. BRAND AMBASSADORS
c. SHARMAN JOSHI
YEAR– 2009
REASON--
6|Page
Airtel Rebranding Strategy
When Airtel signed on Sharman, his immense popularity that he got after the roaring success of
3 Idiots was cited as the main reason and also the youthful and bubbly image that he has and
which Airtel also wants to stretch to its young target audience.
d. SAIF-KAREENA
YEAR– 2009 onwards
REASONS--
Bollywood real life couple Saif and Kareena are touted as the powerhouse couple. Their public
display of personal emotions, fights, tattoos, love expression has done miracle. Like filmmakers,
advertisers are also running after them with bagful of money to sign them for their products. The
sizzling duo will soon be seen in ample of ads and latest they will be seen in Airtel
advertisement.
-- They will replace Vidya Balan and Madhavan who has mesmerized the audience with their
sensuousness and on-screen chemistry
9. CONCLUSION
Airtel has been constantly repositioning itself. Their target customer base has been increasing to
cover different segments whether its youth or senior citizens, urban or rural customers they have
specialized packages for all. Airtel has spent lots of money in revamping the brand in order to
appeal all segments of market. The rebranding of Airtel in November 2010, has worked in favor
of Airtel.
Airtel is a unique case as despite being the top company in the Indian telecom circle (with widest
consumer base and presence across all the telecom circles of India). Airtel has an emotional
connect with its customers. Airtel has invested lots of money in constantly changing itself to suit
the different requirements of its customers and adapting itself to the changing environment.
7|Page
Airtel Rebranding Strategy