AIRTEL REBRANDING

Bharti Airtel limited established on July 07, 1995, as a Public Limited Company is a leading global
telecommunications company with operations in 19 countries across Asia and Africa. The company offers
mobile voice & data services, fixed line, high speed broadband, PTV, DTH, turnkey telecom solutions for
enterprises and national & international long distance services to carriers. bharti airtel has been ranked
among the six best performing technology companies in the world by business week. bharti airtel had 200
million customers across its operations.

Brand Journey of Airtel-

n the initial days due to high tariff rates cellular players had to impose high call charges on their
customers and the handsets were costly. Naturally, they targeted the elite, up market professionals and
entrepreneurs as customers . Airtelwas positioned as an aspirationaland lifestyle brand . t was pitched
not merely as a mobile service, but as something that gave consumer a badge value. The Brandwas
developed to connote leadership in network, innovations, offerings and servic es. The taglines like
"Airtelcelebrates the spirit of leadership" and "The first choice of the corporate leaders" emphasized that
stance. The 'Leadership' campaign was reportedly successful and resulted in a marginal improvement in
Airtel performance.
Airtel launched its First positioning as ' Power to keep in touch'. Target group were people of 25 years
and above(elite group),
n 1999 New telecom policy was announced. New telecom policy replaced the liscence fees with revenue
sharing scheme and extended the period of liscence to 20 years from 10 years . this results in cutting
down of call rates down to Rs 4 and handsets are launched at Rs 15000. Slowly completion also start
shaping up .n early 2000 it was observed through market surveys that the concept of leadership was
undergoing a transformation resulting in it being a moderate success. Hence Bharti decided to 'humanize'
the brand 'Airtel' to gain competitive advantage. n august 2000 Bharti launched its new 'Touch
Tomorrow' campaign which aimed at strengthening its relationship with its customers and make the brand
'softer' to cater a wide variety of people across the society. Target customer is now people below 25
years of age with handsome purchasing power

n 2002 Airtel get associated with A.R RAhman .Rahman's signature tune for Airtel is, perhaps, the
most downloaded ringtone in ndia. But that was just part of the ongoing communication. The positioning
is now Emotional and tag line changed to "Live Every Moment'. n year 2003 Airtel again come up with
new Logo and new tag line "Express Yourself'.



Airtel logo is a strong,contempory, a confident symbol of a brand that is always ahead of the rest , always
'n-touch' and on customer's side.
O t incorporates two solid, red rectangular forms whose counter-form creates an open doorway.
O The title case lettering with its capital 'A' reinforces our leadership position.
O The red dot cues in our focus on innovation
A couple of environmental changes lead to repositioning of Airtel. During this period competion was
building up in form of Reliance and Vodafonea
Tecnological advancements were also taking place . Data serices become a big area of business and
popularising of social networking sites change the way a company connects to its target audience. Also
very cost effective high capacity memory chips were developed which lead to decrease in cost.
Global entry ; n 2009 Airtel moves into global arena . it entered into Sri lanka. Acquired a majority stake
in Warid Telecom of Bangladesh, and Zain telecom in Africa.
Due to its Global outlook in 2010 company decided to press refresh button and give itself a complete new
global look following to Zain deal. t turned toward a softer new logo.

The new logo of Airtel has been designed by a London based agency, Brand Union. t has the letter 'a"
in lowercase, forming a mark for the brand and airtel, written in lowercase under it. Vibrant red is to
provide 'imagery'. t is a symbol of color of energy and dynamism. The company has also launched a new
tagline, 'Dil jo chahe, pass laye" and signature tune by A.R. Rahman.
Chairman and Managing Director, Bharti AirteI, SuniI Bharti MittaI announced, "Fifteen years ago
Bharti airtel started its journey in India with a promise of delivering world class and affordable services.
reinforces our promise to deliver innovative services and a superior brand experience to our 200 million
customers across Asia and Africa." He also describes the new brand as "youthful, international, inclusive
and dynamic representing the journey of the first Indian brand to go truly global".

Airtel's new logo is said to be a combination of its old logo and of Zain .
As new challenges are surfacing in form of Mobile Number portability and opportunities that are surfacing
in foorm of 3 G, New identity shows the willingness of operators to offer new product and services.