- Airtel was launched as a cellular service in Delhi in 1995 and was the first operator to set up showrooms. - A.R. Rahman was the first brand ambassador for Airtel in 2002. Sachin Tendulkar and Shah Rukh Khan were also brand ambassadors. - Airtel changed its taglines, logos, and packaging over time to appeal to more customer segments and reflect core brand values of leadership, performance, and dynamism as it expanded across India. The document discusses the reasoning behind various branding and positioning changes over Airtel's history.

1. Airtel Positioning &
Repositioning
Submitted to:Dr Sujata Khandai
Submitted By:Lalit Yadav
Anshu Mishra
Kritika Anand
Kumari Priyanka
Anuradha Gaur
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3. Who is First brand
ambassador of Airtel?
A.R
Rahman
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6. Bharti claimed to have scored an ace in terms of getting
Rahman to compose five exclusive symphonies downloadable
as ring tones for Airtel users.
In 1992, Bharti entered the cellular market by launching
services in Delhi.
Bharti launched Airtel as a post paid cellular service in Delhi
in November 1995.
It was the first cellular operator to set up cellular showrooms
. The company opened its first showroom ‘Airtel Connect’ in
Delhi, in late-1995.
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7. Brand Equity
Leadership
Performance
Dynamism
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8. Perception
The Airtel brand (and the pre-paid card
service brand, Magic) had top-of-the-mind
Airtel was also positioned in the premium
category
The new campaign and positioning was
designed to highlight the relationship angle
and make the brand softer and more sensitive.
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11. SIGNIFICANCE OF EACH TAGLINE
'Power to keep in Touch‘
YEAR- 1995-1998
SIGNIFICANCE-- The tag line 'Power to keep in Touch' used in the brand promise
was
designed to make the user feel 'in control…powerful'
-- Positioned in premium category aimed at elite class of society.
-- Perception of aspirational and lifestyle brand
REASON FOR CHANGE-- Now, cellular service operators could drop their prices and target
new customer segments.
-- As the category developed with prices going down sharply, Airtel
began talking to a wider spectrum of potential users. This gives the
birth to the new Tagline.
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12. SIGNIFICANCE OF EACH TAGLINE (CONTI…)
'Touch tomorrow‘
YEAR- 1999-2001
SIGNIFICANCE–
-- Airtel started talking to new segments by positively positioning
and
establishing itself as a brand that improved the quality of life.
-- New look and the feel of the brand tagline indicated the core
values of the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE-- Airtel started to look from a regional level to pan India position
-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image thought, To become a Indian
leader, Airtel need to change its tagline .
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13. SIGNIFICANCE OF EACH TAGLINE (CONTI…)
'Live Every Moment'
YEAR– 2002-2003
SIGNIFICANCE—
-- This was the first time A R Rehman had agreed to work for any
brand, anywhere in the world. The music from the commercial
became the most downloaded ring tone in the history of
telecommunications.
-- Tagline denotes that each and every person in India live every
moment (emotions, feelings etc.) of the life with Airtel.
REASONS FOR CHANGE–
-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image again changed the tagline to give
better tagline to Airtel which catches some emotional appeal.
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14. SIGNIFICANCE OF EACH TAGLINE (CONTI…)
'Express yourself‘
YEAR- 2003-2008…….
SIGNIFICANCE—
-- 'Express yourself' was successfully launched taking the ownership
of the entire space of communication and strengthening the
emotional bond Airtel enjoys with its customers
-- The masterminds behind the 'Express Yourself' campaign are the
joint vice-presidents: Mr. Prashant Godbole and Zarwan Patel.
-- Airtel is a market leader in the cellular network and they wanted a
very fresh and contemporary idea to build a brand image which
their customers could identify".
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15. REASONS FOR TAKING BRAND AMBASSDORS
SHAHRUKH KHAN
YEAR- 2002
REASONS—
-- According to Mr. Atul Bindal, Director & Group Chief Marketing
Officer, Shahrukh Khan’s core values of being a self made actor
with his success & glamour .
SACHIN TENDULKAR
YEAR- 3rd Oct, 2003
REASONS–
-- According to Mr. Atul Bindal , Sachin Tendulkar’s dedication,
innocence and performance are today seen as a driver of
selfidentification
amongst the masses.
-- "Sachin and Airtel both are leaders having similar values and
personality traits like trustworthiness, friendliness, youthfulness
and trend-setters,
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16. WHY REHMAN,SACHIN AND SHAHRUKH TOGETHER?
YEAR– 2003-2007
REASONS--- All the three are the leaders in their respective fields, so is AIRTEL.
SACHIN - CRICKET
SHAHRUKH - MOVIES
A.R REHMAN - MUSIC COMPOSER
-- Sachin 1st, he is a legend of Indian cricket, not only a batsman, he
is a belief, a motivation - his mere presence brings so much to
Indian dressing room.
-- Shahrukh khan is one of the biggest movie star - Indian film
Industry has produced, he has the record of holding most number
of awards (including all categories)
-- A.R REHMAN Blasting music, classical songs at a very young age.
Popular among masses.
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17. WHY BLACK TO COMBINATION OF RED
AND BLACK?
• -- The idea was just to refresh the brand and to
give it a a
• classic and stylish look.
• -- Changed COLOUR to give more energetic and
younger
• look.
• -- Indicated the core values of the brand were
leadership,
• performance, enthusiam and dynamism.
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18. • BRAND LOGO
• What were the reasons to change?
• 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 2nd to 3rd just to give it a stylish and classic
look.
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19. • BRAND SLOGAN
• BRAND SLOGAN - WHAT DOES IT SIGNIFY?
• “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 .
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20. • WHAT HAVE THE CHANGES IN PACKAGING &
WHY?
• Colour of the Chip changed from RED to WHITE.
• Recharge cards having various offers, changing
• Brand ambassadors, and brand logo on them
• These changes were made to signify that the
• branding of airtel now changing according to the
• competition in the market.
• Whenever brand ambass. Changes, packaging
also
• changed. Same was the case with logo .
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WHAT WERE THE REASONS FOR CHANGING THE TAGLINES?
O
'Power to
keep in
Touch‘ (1995
)
'Touch
tomorrow‘ (199
9)
'Live Every
Moment' (200
2)
'Express
yourself‘ (2003)
1st tagline signifies Brand Promise with the Airtel Customers.
2nd 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.
3rd 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.
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22. • WHO HAVE BEEN YOUR BRAND AMBASSADORS AND IN
WHICH
• YEAR? REASONS?
• 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.
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23. • WHY DID YOU DROP SACHIN?
• He just ignored our question.
• WHY YOU SWITCH TO MADHVAN/VIDHYA BALAN FOR
B.A
• Chemistry between Madhavan & Vidhya Balan in
movie guru was
• Superb. Their emotional appeal was quite good as
compared to
• Abhishek/Aishwariya. Our main mooto to show the
emotional
• appeal in the ad. This was the main reason to take
Vidhya and
• Madhvan.
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