Confidential Customized for Lorem Ipsum LLC Version 1.

Airtel a reinventing brand*

Confidential Customized for Lorem Ipsum LLC Version 1.0

Personal Information
Prepare by - Dhyey Sakariya (19fombh11034)
Harshil Bhalara ( 19fombh11003)

Class - BBA(hons.)

Prepared for - Brand Management

Topic - Airtel a reinventing brand

Guided by- prof. Rashmi Gotecha

 introduction
•Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular service provider in
India, with more than 124 million subscribers as of February 2010.
• Airtel is the 5th largest mobile operator in the world in terms of subscriber base and has a commercial presence
in 19 countries and the Channel Islands.
•The Bharti Airtel brand is headed by Sunil Bharti Mittal.
•Airtel is India’s largest cellular service provider and India’s First Telecom Company that provides telecom
services in all the circles. Bharti Airtel has about 207.8 million subscribers worldwide - 152.5 million in India,
50.3 million are in Africa, 3.2 million in Bangladesh and 1.8 million in Sri Lanka as of the end of 2010.
.
The marketing strategy of airtel

● 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.
● Airtel is the market leader in India with about
155,796,598 out of the total 745,000,000
subscribers in India or about 27.61% market
share as of January 2010
The various logos of Airtel since its
inception.
 WHY BLACK LOGO? YEAR:- 1995
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.

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
 Why change of colour - 2000
Change From BLACK to Dark Red Background is
to refresh the brand.
•"Airtel wants to show its leadership by having only
one letter capital in new brand logo.

This was also a time when customers needed to be

educated; interest levels were high, but customers'
exposure to the cellular world was limited.

Airtel took out full and half-page ads in

newspapers, answering queries like "what is
roaming?", "what is coverage area?" and "how to
make international calls".
To give the logo a new look and feel. Company
wants to denote Innovation, leadership and
enthusiasm in their logo.
 New LOGO? YEAR:- 2010
According to the company, the emblem
symbolises a force of energy that draws
the management and customers closer.
The modified Airtel logo represented a
symbol for humility which customers
could find relatable. The stylishly curved
“a” known as the Airtel Wave is the basic
idea behind the brand's identity.
Significant of each
tagline.
'Power to keep in Touch'
01
YEAR- 1995-1998 The tagline 'Power to keep in Touch' used in the brand promise was designed to
make the user feel in control and powerful.It was positioned in the premium category focusing upon
the elite class of the society.

REASON FOR CHANGE-

Now, cellular service operators could drop their prices and target new customer segments.

As the category developed with prices going down sharply, Airtel began talking to a wider spectrum
of potential users. This gives the birth to the new Tagline
'Touch tomorrow'
02
YEAR- 1999-2001 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 a Indian leader, Airtel need to change its tagline .
'Live Every Moment' '
03
YEAR- 2002-2003 This was the first time A R Rahman had agreed to work for any brand,
anywhere in the world. The music from the commercial became the most downloaded
ringtone in the history of telecommunications.

This tagline denotes that each and every person in India lives every moment (emotions,
feelings etc.) of the life with Airtel.

REASON FOR CHANGE-

Rediffusion 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.
''Express yourself'
04
YEAR- 2003-2008 Express yourself' was successfully launched taking the ownership of the entire
space of communication and strengthening the emotional bond Airtel enjoys with its customers

.
Brand ambassador
of Airtel .
WHY RAHMAN, SACHIN AND SHAHRUKH TOGETHER?
YEAR– 2003-2007
All the three are the leaders in their respective fields, so is
AIRTEL.
- SACHIN - CRICKET
- SHAHRUKH - MOVIES
- A.R RAHMAN - MUSIC COMPOSER

Sachin: he is a legend of Indian cricket, not only a

batsman, he is a belief, a motivation - his mere presence
brings so much to Indian dressing room.

Shahrukh Khan is one of the biggest movie star - Indian

film Industry has produced, he has the record of holding
most number of awards

A.R RAHMAN: Blasting music, classical songs at a very

young age. He is very popular among the masses.
VIDYA BALAN AND MADHAVAN

YEAR– 2008
Spontaneity and vibrancy are key attributes of
Airtel.

Vidya is a hugely talented actress who brings a

lot of freshness and naturalness to any role. We
are sure that these traits of Vidya will have a
positive rub off on the brand as well. Madhavan is
a big superstar in the southern region, now Airtel
picks him up to connate leadership.
SHARMAN JOSHI

YEAR– 2009
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.
SAIF-KAREENA

YEAR– 2009
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
 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 !!

This is definitely one of the best ads of recent times. It certainly makes you believe in the line
-- ’’Aasman simat jaayega tumhare aaghosh mein, chahat ki baahen phaila kar tho
dekho ’’.
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.
Thank you.