Airtel has constantly reinvented its brand over time by changing its logo, taglines, and brand ambassadors to appeal to different customer segments and adapt to a changing market. The document outlines Airtel's branding strategy and evolution from 1995 to present day, including its shift from a premium brand targeting elite customers to a more mass market brand. It discusses the meaning and rationale behind Airtel's various logos, taglines like "Power to Keep in Touch" and "Express Yourself", and high-profile brand ambassadors such as A.R. Rahman, Sachin Tendulkar, and Shahrukh Khan. The branding changes aimed to position Airtel as a
Airtel has constantly reinvented its brand over time by changing its logo, taglines, and brand ambassadors to appeal to different customer segments and adapt to a changing market. The document outlines Airtel's branding strategy and evolution from 1995 to present day, including its shift from a premium brand targeting elite customers to a more mass market brand. It discusses the meaning and rationale behind Airtel's various logos, taglines like "Power to Keep in Touch" and "Express Yourself", and high-profile brand ambassadors such as A.R. Rahman, Sachin Tendulkar, and Shahrukh Khan. The branding changes aimed to position Airtel as a
Airtel has constantly reinvented its brand over time by changing its logo, taglines, and brand ambassadors to appeal to different customer segments and adapt to a changing market. The document outlines Airtel's branding strategy and evolution from 1995 to present day, including its shift from a premium brand targeting elite customers to a more mass market brand. It discusses the meaning and rationale behind Airtel's various logos, taglines like "Power to Keep in Touch" and "Express Yourself", and high-profile brand ambassadors such as A.R. Rahman, Sachin Tendulkar, and Shahrukh Khan. The branding changes aimed to position Airtel as a
Airtel has constantly reinvented its brand over time by changing its logo, taglines, and brand ambassadors to appeal to different customer segments and adapt to a changing market. The document outlines Airtel's branding strategy and evolution from 1995 to present day, including its shift from a premium brand targeting elite customers to a more mass market brand. It discusses the meaning and rationale behind Airtel's various logos, taglines like "Power to Keep in Touch" and "Express Yourself", and high-profile brand ambassadors such as A.R. Rahman, Sachin Tendulkar, and Shahrukh Khan. The branding changes aimed to position Airtel as a
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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.
