Airtel Re-Branding

By: Vikas SuraniIntegrated Marketing Communication

Reason to change

• Local Global• Need of single powerful and unified face to

customers• User base 200 Million• Presence over 19 Countries• Rebranding of all Companies• No. 1 in India and 5th Worldwide

Experts Speak

• Since Airtel is going global with the acquisition of Zain Telecom, Airtel felt the necessity of changing its logo - ET

• "The brand needs to speak to different countries... think internationally. The brand has to connect with the youth in the geographies that we are in." - Sunil Mittal

youthful, international, inclusive and dynamic

Energy and Liveliness

Recognition for humility

Living Object

Recharge Cards

Behind the scene

• Designed by London-based brand agency, Brand Union

• J Walter Thompson (JWT) agency conceptualizes mega makeover campaign

Logo Transition

TagsPower to keep in touch (1995)

Touch Tomorrow (1999)

Live Every moment (2002)

Express Yourself (2003)

Dil jo chahe pass laye (2010)

Fine Execution

• Amazed to see… overnight execution– TOI’s 1st and 2nd Page with new Airtel Logo– Went for Tea and found small hoarding nearby– Pick up my friend at Jodhpur crossing… huge

hoarding– IIM traffic signal– India Srilanka Test Match

Makeover Plan

• Airtel will be spending Rs. 300 Crores globally to change the brand identity.

• 19 countries of African and Asian continent.– 16 SA + S.B.I.

• Zain Telecom – Africa• Warid Telecom – bangladesh

Makeover Timeline

• India – 1 week• Sri Lanka – 2 to 3 weeks• Bangladesh – 1 Month• African nations - By November 24.

“The campaign will continue until the middle of January next year, and will be followed by other campaigns on new offers from Airtel.”

Selling the new proposition

• Promoted through– Television – 2 TVC on air (JWT)– Print– Outdoor – Madison Media Plus– Digital campaigns – Digitas and Webchutney

Selling the new proposition

• 200 experiential 3G Zones set up• Live events - first 3G video call – To Shahrukh Khan

• New TVC and Signature Tune – TVC – 1– TVC – 2

Thank You

Airtel… Dil jo chahe pass laye