By: Group-7 PGPM A
<ul><li>Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed....
<ul><li>In the initial days due to high tariff rates cellular players had to impose high call charges on their customers a...
 
 
<ul><li>In early 2000 it was observed through market surveys that the concept of leadership was undergoing a transformatio...
 
<ul><li>The focus now was on the endless possibilities of technology to make life good and advertising became two-pronged:...
 
<ul><li>Airtel logo is a strong,contempory, a confident symbol of a brand that is always ahead of the rest , always ‘In-to...
<ul><li>In 2002, Airtel signed on music composer A R Rahman and changed its tune to &quot; Live every moment&quot;:  Rahma...
<ul><li>The following year Airtel adopted the &quot;Express yourself&quot; positioning, which is also its current tagline....
<ul><li>Youth icons like Shahrukh khan and Sachin were brought in as brand ambassadors to attract youngsters </li></ul>
 
 
Taglines of brands
To justify taglines  tv  ad campaigns were launched
 
 
 
 
 
 
 
 
 
 
 
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AIRTEL

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AIRTEL

  1. 1. By: Group-7 PGPM A
  2. 2. <ul><li>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. </li></ul>
  3. 3. <ul><li>In the initial days due to high tariff rates cellular players had to impose high call charges on their customers and the handsets were costly. </li></ul><ul><li>Naturally, they targeted the elite, up market professionals and entrepreneurs as customers . Airtel was positioned as an aspiration land lifestyle brand . </li></ul><ul><li>It was pitched not merely as a mobile service, but as something that gave consumer a badge value. The Brand was developed to connote leadership in network, innovations, offerings and services. </li></ul><ul><li>The taglines like &quot;Airtel celebrates the spirit of leadership&quot; and &quot;The first choice of the corporate leaders&quot; emphasized that stance. </li></ul><ul><li>The ‘Leadership’ campaign was reportedly successful and resulted in a marginal improvement in Airtel performance. </li></ul>
  4. 6. <ul><li>In early 2000 it was observed through market surveys that the concept of leadership was undergoing a transformation resulting in it being a moderate success. </li></ul><ul><li>Hence Bharti decided to ‘humanize’ the brand ‘Airtel’ to gain competitive advantage. </li></ul><ul><li>In august 2000 Bharti launched its new ‘Touch Tomorrow’ campaign which aimed at strengthening its relationship with its customers and make the brand ‘softer’ to cater a wide variety of people across the society. </li></ul><ul><li>The Company adopted a three-tier brand architecture to expanded its ‘Touch Point’ network. </li></ul>
  5. 8. <ul><li>The focus now was on the endless possibilities of technology to make life good and advertising became two-pronged: a product-driven communication that showcased new offerings like the Magic prepaid card, and an emotional communication that showed younger people </li></ul>
  6. 10. <ul><li>Airtel logo is a strong,contempory, a confident symbol of a brand that is always ahead of the rest , always ‘In-touch’ and on customer’s side. </li></ul><ul><li>It incorporates two solid, red rectangular forms whose counter-form creates an open doorway. </li></ul><ul><li>The title case lettering with its capital ‘A’ reinforces our leadership position. </li></ul><ul><li>The red dot cues in our focus on innovation. </li></ul>
  7. 11. <ul><li>In 2002, Airtel signed on music composer A R Rahman and changed its tune to &quot; Live every moment&quot;: Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India. But that was just part of the ongoing communication. </li></ul>Live every moment
  8. 12. <ul><li>The following year Airtel adopted the &quot;Express yourself&quot; positioning, which is also its current tagline. </li></ul><ul><li>Now, the emotional angle was predominant - and stark, black and white imagery to stand out in what was becoming a highly commoditised, crowded market. </li></ul>
  9. 13. <ul><li>Youth icons like Shahrukh khan and Sachin were brought in as brand ambassadors to attract youngsters </li></ul>
  10. 16. Taglines of brands
  11. 17. To justify taglines tv ad campaigns were launched

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