Branding

Strategy
 Values/ Personality

Substantiators
Human touch Innovative
Points of Parity

Data and voice

Fairly Priced quality
Brand Mantra
Tie-ups with Netflix Technology
and Amazon Human connection &
togetherness, best customer driven systems
Xstream experience, most preferred
network for smartphones Money
Transfer
Free caller tunes
on a tap Airtel digital TV

Points of Difference
Red and White
color Logo: Airtel
wave

Visual Identity
 Brand Elements Critique
Criterion Airtel wave Iconic airtel Brand Slogans
logo tune character
(Sasha Chettri)
Memorable Wordmark: easy High recall rate Easily Easy to recall
to recall identifiable
Meaningfulness Clear depicts Brand recall Brand recall Rationality of
the name slogans
Transferable All geographies All geographies Limited Somewhat
restricted
Adaptable Can be Remained same Can be High, changes
redesigned changed with
competition
Appealing Visual imagery Ringtone with Had negative Catchy phrases
highest no. of impact (most
downloads hated)
Protectable Legally Yes Low Somewhat
protected from limited
competition
 BRAND ARCHITECTURE

Airtel follows MONOLITHIC BRAND ARCHITECTURE – using a single

brand name
 BRAND REVITALISATION
• The new look of the brand has a swoosh locked with the word Airtel.
• The way Airtel is written has been changed and the new logo does not carry a capital 'A'.
• The company has kept the red colour dominant in the new brand.
First logo

Taglines over the years

Power to Keep in Touch Touch Tomorrow Express Yourself Airtel Thanks

Live every Moment (2002)
(1995) (1999) (2003) (2010)

 1st tagline signifies Brand Promise with the Airtel Customers.

 2nd tagline signifies to captures the new customers at that time i.e Premium class to middle class segment. Airtel
started establishing itself as a brand that improved the quality of life
 3rd tagline signifies the new look of airtel by changing its tagline. Airtel wants to have the EMOTIONAL BONDING
with their customers. During this period, Airtel signed A.R REHMAN, who then gives the signature tune for airtel.
 4th tagline Changed to give more clear picture of airtel. This tagline was changed to show its more emotional
attachment with the customers.

The new logo was launched in 2011 is called ‘Wave’, and we definitely ‘heart it’.
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