This document summarizes Airtel's rebranding efforts from 2012-2016. It provides an overview of Airtel's offerings, presence in multiple countries, and reasons for rebranding as a global telecom brand. The document also analyzes Airtel's ad campaigns promoting its rebranding and questions whether the rebranding will increase subscribers and market share over competitor Vodafone. Brand equity metrics comparing 2012 and earlier years show Airtel's growing brand value and ratings.

1. BRANDING ASSIGNMENT
Nilormi Das (A006)
Siddardha Narayanasetty (A012)
Sriram Peri (A014)

2. Global Telecom Industry
Region 2011 2012 2013 2014 2015 2016 CAGR
NA 575.90 632.60 698.10 791.70 924.60 970.70 11%
AP 1,049.20 1,208.20 1,348.00 1,539.20 1,759.90 1,785.20 11%
EMEA 1,414.20 1,525.30 1,604.60 1,692.30 1,778.80 1,709.50 4%
LAC 286.80 339.50 389.50 450.90 523.70 662.10 18%
Total 3,326.10 3,705.60 4,040.20 4,474.10 4,987.00 5,127.50 9%
Source: Insight Research

3. Indian Telecom Industry
Source: TRAI

4. Rebranding

5. Airtel
• Largest Private Integrated Telecom Company in India
• 5th Largest Wireless Operator in the World
• Largest & Fastest Growing Wireless Operator in India
• Largest Telecom Company listed on Indian Stock
Exchange

6. Airtel Offerings
Me Businesses
Phone Emerging Business
Postpaid mobile Data & IP
Prepaid mobile Voice
iPhone 5 Business Application
my airtel app Data Centre & Managed Services
Internet Digital Media
Mobile Internet (GPRS) Enterprise & Government
3G Voice
4G Data
airtel money Digital Media
Digital TV Applications & Solutions
Wireless Internet Integrated Managed Solutions
airtel Live Global Business
Global Voice
Global Data
Global Coverage
Global Integrated Managed Solutions
Global Channel Partner Program

7. Timing
Reasons:
• Local global
• Need for single, powerful & unified face to consumers
• Reached user base of 200 million in 2010
• Speak to different countries, think internationally + trying to
connect with the youth ( especially in India)
• Presence over 19 countries
• Acquisition of Zain Telecom, in Africa and Warid Telecom in
Bangladesh

8. Ad Campaigns
Endless Goodbyes
Airtel money
"Baat sirf paison ki nahin hai" (“It’s not just about Money”)
Airtel Music - my song, my story

9. Ad Campaigns
Airtel 3G:
closer to what you love’
Har ek friend zaroori hota hain

10. Brand elements –
Old vs New

11. Consumer Perception

12. Question
• Will Airtel’s rebranding ring the cash registers?
• Will the resemblance of Airtel’s new logo to that
of Vodafone’s confuse the customers?
• Will its efforts result in an increase in number of
subscribers, resulting in Airtel having the last
laugh?
• Or has Airtel provided Vodafone with the much
needed edge by pressing the ‘self-destruct’ mode,
after all Airtel did have strong consumer
association.

13. Brand Equity
Parameter 2012 2011 2010 2009
Brand Value $ 5,221 mn $ 3,686 mn $ 3,159 mn $ 3,052 mn
Brand Rating AA AA- AA A+
Enterprise Value $ 43,398 mn $ 28,861 mn $ 27,737 mn $ 26,000 mn
Value/ Ent. Value 12% 12.8% 11.4% 11.7%
Source: Brand Finance

14. Thank You!!!