The ad simply plays on the emotions. The motto is once again to ring the emotional bells of we sentimental Indians and it suceeds once again
We see Mahatma Gandhi, Martin Luther King, Winston Churchill, Sachin Tendulkar, Lata Mangeshkar, Dalai Lama, Nusrat Fateh Ali Khan, an old nun and Berlin Wall collapse . Each clip is an actual video of a moment that altered our history. The taglines with each clip are deeply touching. Sample this: Churchill- Two can win a war Sachin-One finger can break a billion hearts King- One dream can change the world Khan- Some can dissolve boundries Lama-One whisper can inspire hope Lata- One voice can move a nation Berlin Wall collapse- One act of defiance can spark a revolution
Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the day” with an ambition to become the most globally admired telecom service.
Airtel is a JV between Singtel, (Singapore, Telecom Italia, Italy), and Bharti Telecom.
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest.
The Airtel Image style - It incorporates two solid, red rectangular forms whose counter form creates an open doorway.
The Airtel Typographical style - The title case lettering with its capital ' A ' was deliberately chosen to reinforce the brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation. . The words 'Express Yourself ' are very much part of the brand identity.
The Airtel Colour Palette - The lettering is grey so that the pure black of Airtel is visually unharmed.
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.
Naturally, the target customer was clearly defined: elite, upmarket professionals and entrepreneurs. They positioned Airtel as an aspirational and lifestyle brand.
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
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.
My Airtel helped positioning airtel closer to its customers in their mind.
MCHEK - The latest service allows customers to sign-up for the service via the Internet or through their mobile phone in a matter of seconds and pay their bills with ease and convenience of their mobile phone.
In 2002, Airtel chose one of the country’s most successful music composers A R Rahman and Tune he gives,denote "Live every moment" : Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India .
Rahman had been paid Rs 10 million for the campaign
“ 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 cellphone !! 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 ’’.
-- 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.
-- 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 ad.
-- They will replace Vidya Balan and Madhavan who has mesmerized the audience with their sensuousness and on-screen chemistry
-- According to a source, “Saif Ali Khan and Kareena Kapoor are the hottest couple when it comes to brand endorsements
-- The World’s Richest & Most Prestigious Half Marathon is now the Airtel Delhi Half Marathon; in excess of 30,000 people will run together on November 9, 2008
-- To commemorate the occasion, music maestro A R Rahman has prepared an exclusive Airtel Delhi Half Marathon soundtrack, which was showcased to the media and the gathering that included members of the governing bodies and representatives from the various partners to the event
-- Leading mobile service provider Airtel and Wockhardt Hospitals together launched a `Good Health Campaign' to mark World Health Day on April 7, comprising two health check-up packages at discounts of 75 per cent.
-- Post-paid subscribers of Airtel can avail themselves of the Wockhardt master health check at Rs. 799, against an original cost of Rs. 3,200. Also available as part of the campaign is the Wockhardt Heart Check at Rs. 499, against Rs. 2,400,
-- Bharti Airtel unveiled the "Grameen Mobile Puratchi" campaign for the rural market
-- This scheme would benefit more than 45 lakh society members of IKSL(IFFCO KISAN SANCHA COOPERATIVE LTD.)
-- Farmers would have five free Value Added Services under this scheme. The farmers will have five free voice messages on mandi prices, farming techniques, weather forecasts , dairy farming, animal husbandry, rural health initiatives on a daily basis Apart from this they would also be able to call a helpline, 534351 for any queries. The pack for farmers ranges between Rs 1,299 and Rs 4,000 along with the mobile phone ,
The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. http://iipm-bestfaculty.blogspot.com/2008/06/brand-airtel-jai-hai-campaign.html
Change From BLACK to Dark Red Background is to refresh the brand and give it a new look. “ Airtel wants to show its leadership by having only one letter capital in new brand logo .” The new look and feel of the brand signify the core values of the Airtel brand accompanied by a set of supportive variables like courtesy, politeness and efficiency. The peripheral value of the brand was status.'' Change from 2 nd to 3 rd just to give it a stylish and classic look. What were the reasons to change?
“ AISI AZADI AUR KAHAN ” as the name itself is a self explanatory one. This campaign we launched mainly for the prepaid subscribers. It signifies that there is no other cellular operator in the country, who gives premium and top class promotional schemes .
AIRTEL LIVE i s India's largest WAP portal, accessible to all Airtel customers . Customers can download a wide variety of polyphonic ringtones, wallpapers, animations, sms tones etc. This is the user friendly service of airtel, only to airtel users This is new service of airtel to its postpaid customers first launched in Delhi and NCR region. It allows customers to sign-up for the service via the Internet or through their mobile phone in a matter of seconds and pay their bills with ease and convenience of their mobile phone.
'Touch tomorrow‘ (1999) 'Live Every Moment' (2002) 'Express yourself‘ (2003) 1 st tagline signifies Brand Promise with the Airtel Customers. 2 nd 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 . 3 rd 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.
We have endorsed Shahrukh, Rehman and Sachin in 2002 and 2003 respectively. WHY IN PARTICULAR YEARS? 2001- Shahrukh Khan got “BEST ACTOR “ award. 2002- A.R REHMAN specially signed by airtel for signature tune . 2003- After the sizzling performance in 2003 world cup, Sachin awarded with “CRICKETER OF THE YEAR” award. So Airtel wants to associate themselves with the leaders.