Airtel Re-Branding
By: Vikas Surani
Integrated Marketing Communication
Reason to change
• Local  Global
• Need of single powerful and unified face to
customers
• User base 200 Million
• Presen...
Experts Speak
• Since Airtel is going global with the acquisition
of Zain Telecom, Airtel felt the necessity of
changing i...
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...
Logo Transition
Tags
Power to keep in touch (1995)
Touch Tomorrow (1999)
Live Every moment (2002)
Express Yourself (2003)
Dil jo chahe pas...
Fine Execution
• Amazed to see… overnight execution
– TOI’s 1st and 2nd Page with new Airtel Logo
– Went for Tea and found...
Makeover Plan
• Airtel will be spending Rs. 300 Crores globally
to change the brand identity.
• 19 countries of African an...
Makeover Timeline
• India – 1 week
• Sri Lanka – 2 to 3 weeks
• Bangladesh – 1 Month
• African nations - By November 24.
“...
Selling the new proposition
• Promoted through
– Television – 2 TVC on air (JWT)
– Print
– Outdoor – Madison Media Plus
– ...
Selling the new proposition
• 200 experiential 3G Zones set up
• Live events - first 3G video call
– To Shahrukh Khan
• Ne...
Thank You
Airtel… Dil jo chahe pass laye
Airtel Re-Branding by Vikas Surani
Airtel Re-Branding by Vikas Surani
Airtel Re-Branding by Vikas Surani
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Airtel Re-Branding by Vikas Surani

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Airtel new logo has created curiocity in the minds of the people all around.

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Airtel Re-Branding by Vikas Surani

  1. 1. Airtel Re-Branding By: Vikas Surani Integrated Marketing Communication
  2. 2. 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
  3. 3. 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
  4. 4. youthful, international, inclusive and dynamic Energy and Liveliness Recognition for humility Living Object
  5. 5. Recharge Cards
  6. 6. Behind the scene • Designed by London-based brand agency, Brand Union • J Walter Thompson (JWT) agency conceptualizes mega makeover campaign
  7. 7. Logo Transition
  8. 8. Tags Power to keep in touch (1995) Touch Tomorrow (1999) Live Every moment (2002) Express Yourself (2003) Dil jo chahe pass laye (2010)
  9. 9. 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
  10. 10. 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
  11. 11. 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.”
  12. 12. Selling the new proposition • Promoted through – Television – 2 TVC on air (JWT) – Print – Outdoor – Madison Media Plus – Digital campaigns – Digitas and Webchutney
  13. 13. 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
  14. 14. Thank You Airtel… Dil jo chahe pass laye

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