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m Entered telecom business in 1985

m 1985-Technical collaboration with Siemens, Taka COM corporation.

m 1995- opened its first cellular showroom.

m Largest Private Integrated Telecom Company in India

m 3rd Largest Wireless Operator in the World

m Operates in 19 countries across South Asia, Africa.

m Largest Telecom Company listed on Indian Stock Exchange Won ¶Techies

Award· for four consecutive years (1997-2000).
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  Connectivity
  Roaming service and Value added service
  Broadband and internet services.
  Pioneer in starting customer centers.
  E-commerce portal.
  First to bring Blackberry and iPhone with 3g
technology
  Airtel was the first to introduce easy recharge
  First to bring M-Commerce to India.


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‡ Electronic recharge
‡ Hello tunes
‡ Airtel Live!
‡ Portfolio manager
‡ Song catcher
‡ Easy music
‡ Black berry handsets
‡ M-cheques
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m he tag line 'Power to keep in ouch' used in the brand promise
was designed to make the user feel 'in control«powerful'
m Positioned in premium category aimed at elite class of society.
m Perception of aspirational and lifestyle brand
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m Dow, cellular service operators could drop their prices and
target new customer segments.
m As the category developed with prices going down sharply,
Airtel began talking to a wider spectrum of potential users. his
gives the birth to the new agline.
 V 

6"#$ ¬ -200¬
{
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$$ Airtel started talking to new segments by positively positioning
and establishing itself as a brand that improved the quality of
life.
-- Dew look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
#"{#"
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$$ 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, o become a Indian
leader, Airtel need to change its tagline .
 V
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6"#% 2002-2003
{
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$$ his was the first time A R Rehman had agreed to work for any
brand, anywhere in the world. he music from the commercial
became the most downloaded ring tone in the history of
telecommunications.
-- agline denotes that each and every person in India live every
moment (emotions, feelings etc.) of the life with Airtel.
#"{{#"
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-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image again changed the tagline to
give better tagline to Airtel which catches some emotional
appeal.
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6"#$ 2003-200««.
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V was successfully launched taking the
ownership of the entire space of communication and
strengthening the emotional bond Airtel enjoys with its
customers
-- he masterminds behind the 'Express Yourself' campaign are
the joint vice-presidents: '((

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-- Airtel is a market leader in the cellular network and they wanted
a very fresh and contemporary idea to build a brand image
which their customers could identify".
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 Àommunication Mix
‡ Using the elements of the communication
mix to communicate the product¶s existence,
value and benefits to the target customers.
 Àommunication mix

‡ Advertisements
‡ Sales promotions
‡ Direct marketing
‡ Public Relations
‡ Publicity
‡ Events
 Advertisements

‡ Dewspapers.
‡ Magzines.
‡ Signs And posters.
‡ Ads on buses.
‡ Banches.
‡ Public rest rooms
Every medium which provide an opportunity
to target ³Eyes and/or ears´
 Sales promotions

‡ ³Friendz´ pre-paid plan

‡ ³Family Àelebration offer´
‡ Apparels,Bags,Books,Àamera
‡ Various Gifts,Home Appliances.
Sponsored Events like-
‡ Border-Gavaskar rophy
‡ Delhi Golf ournament
‡ Indian Fantasy League
Sponsored various V programs like:
‡ Big boss
‡ KBÀ
‡ Bol Baby Bol
‡ !$(


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‡ -("


 
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‡ ".(((
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 Airtel in community

Satya Bharti School, Ladhowal, Àlass in progress-Satya Bharti

Punjab--satya-bharti-school- School--class-in-progress-satya-
ladhowal-punjab bharti-school
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 SOME OHER ÀAMPAIGDS

-- Airtel has created some highly acclaimed

campaigns like
Leadership campaign
Quality ime campaign
Magic Dalo
Say Hello launch campaign
Magic Hai to Mumkin Hai campaign
 OUÀOME OF HE
ÀAMPAIGD



( 2( 
3/
($ {V/
Sl. Dame of otal Sub % Market otal Sub % Market
Do. Àompany Figures Share Figures Share
¬ Bharti Airtel 7747 2¬
33.¬% 0¬ 747 33.¬%
Vodafone
"))


2 Essar
4240 23.3%
703
0 23.4% '1

3 BSDL 3 ¬ 43 ¬.7% 3 ¬¬¬0 ¬.47% 

4 IDEA 3030¬3 ¬3.00% 3¬
2 37 ¬3.07% (


Aircel ¬37243
. 4% ¬4
2  .0%
Reliance
 elecom 20¬27 3. 4%
2
3. %
7 Spice 3
744 ¬.
4% 337¬2 ¬.
0%
 MDL 37772 ¬.
7% 37437 ¬.

%
BPL ¬3 04 0.7¬% ¬07 02 0.7
%
All India 2337 30 ¬00.00% 24¬72202 ¬00.00%
 Massage Designing

‡ What to say?

‡ How to say?

‡ Who should say it?

 What to say?
‡ his mainly focus on the content of the
massage that what massage company
want to convey.
 ³Express Yourself´

‡ In 2003, Airtel repositioned its brand with

³Express yourself´ campaign
‡ Àhanged its logo to give more energetic
and younger look
‡ Highlight capability of Airtel¶s performance
and network coverage
‡ Launched in regional language
 ³Express Yourself´

his tagline Àhanged to give more clear picture of

airtel. his tagline was changed to show its more
emotional attachment with the customers.
 How to say
‡ his part of the massage focus on the
structure of the massage
his tune used for -#".
#""-  6'

‡People hear this tune and

immediately associate it with the
brand.
‡It was the most popular tune
among the people.
‡It was most downloaded ringtone
in India.
Road Map ± Growth Path

·
·



 
 Appeals

‡ Rational

‡ Emotional
‡ +ve
‡ -ve

‡ Moral