JWT has been Airtel's advertising agency since 1987. In 2010, JWT helped Airtel rebrand by designing a new lowercase logo and launching the tagline "Dil jo chahe, pass laye" with a song by A.R. Rahman. JWT's campaign for Airtel's new 3G services shows a couple bidding goodbye through a mobile video call. The rebranding cost Rs. 300 crore and emphasizes emotional connection through emphasizing EQ in campaigns for services like Airtel Money and Airtel Music.

1. IMC Assignment 2---Nilormi Das(A006)
NMIMS, Hyderabad

2. Brief introduction of JWT
• Founded by William James • JWT fourth-largest ad-
Carlton in 1864 agency in the world
• Renamed by James Walter • One of the key companies
Thompson in 1877 to The of Sir Martin Sorrell's WPP
James Walter Thompson Group (NASDAQ:WPPGY)
Company • Headquartered in New
• It was acquired by WPP York
Group in 1987
• In 2005, the agency was
"relaunched“ as JWT

3. Introduction to Airtel
• Bharti Airtel, world‟s fifth largest telecommunication
company
• India‟s largest mobile service provider
• Launched its new brand (logo) on 18th November, 2010
• Also launched its new tagline, “Dil jo chahe, pass
laye” and signature tune by A.R. Rahman

4. Message Strategy
Power to keep in Touch(1995)
Elite and premium brand
Touch Tomorrow(1999)
With NTP99 prices were dropped , started looking from
regional and to pan Indian position
Live Every Moment(2002)
Stressing on emotions and feelings; brand for masses
Express Yourself(2003-2009)
Stronger emotional connect; fresh and contemporary feel;
customer can identify with

5. Change in Brand tag line and logo

6. Message from the Chairman
• Chairman and Managing Director, Bharti Airtel, Sunil Bharti
Mittal announced, “Fifteen years ago Bharti airtel started its journey in India
with a promise of delivering world class and affordable services… reinforces
our promise to deliver innovative services and a superior brand experience
to our 200 million customers across Asia and Africa.”
• Described the new brand as “youthful, international, inclusive and dynamic
– representing the journey of the first Indian brand to go truly global”.

7. JWT Airtel Campaign
• The new logo of Airtel has been designed by a London
based agency, Brand Union
• It has the letter “a” in lowercase, forming a mark for the
brand and Airtel, written in lowercase under it
• Brand‟s new positioning is being handled by JWT in India

8. Change in Airtel Logo

9. Old logo description
•The old logo also called the
flag logo
•The colours red and white
alternating with each other
• The word „Air‟, in black,
was placed against a white
background, while „Tel‟, in
white, appeared against a
red backdrop
• To keep the continuity
going, the dot of the letter „i‟
in the word, was also red

10. JWT Airtel Campaign
•JWT's campaign that coincides with the roll-out of the new
brand identity
•It makes a case for the brand's upcoming 3G services
•Shot in London, the new TVC conceptualised by JWT
Delhi's chief creative officer Adrian Miller, shows a couple
bidding goodbye to each other

11. New logo description
•The curved shape & the gentle
highlights on the red colour make it
warm & inviting
•The "unboxed" having been freed of
its rigid boundaries
•The colour "Red” is part of our
heritage.
•It is the colour of energy & passion
that expresses the dynamism

12. Advertisement

13. JWT Airtel Campaign
• The logo is called "The Wave"
- The entire re-branding campaign has
apparently cost the company close to Rs 300-
Crore

14. Branding of Airtel
Consumer
Connect
Consistency
Competition

15. Award wining Advertisement by
JWT
•JWT India have managed to leave a mark
on the Film Lions jury it‟s „Endless
Goodbye‟ for Bharti Airtel entered in the
„Commercial public services‟ sub-category

16. New Campaign Advertisements

17. New Campaign Advertisements

18. New Campaign Advertisements

19. Importance of EQ in the new
Advertisements
Airtel money
•Money sent and received on time makes the moment more precious
• The launch campaign aims to build an emotional high ground
•It positions Airtel money as an emotional currency and not just a financial
currency.
•THE PROPOSITION: "Baat sirf paison ki nahin hai" (“It‟s not just about
Money”)
•Link: http://www.youtube.com/results?search_query=airtel+money

20. Importance of EQ in the new
Advertisements
Airtel Music - my song, my story
•A unique (and first-of-its-kind) product that brings the artist, his
music, and the stories behind his/her music
•Closer to the audience by way of live concerts and live
interaction through the listeners‟ mobile phone
•Link:
http://www.youtube.com/results?search_query=airtel+my+song+my+story

21. Importance of EQ in the new
Advertisements
Airtel 3G
•Competitors highlighting functional benefits of 3G
•Airtel created a unique position (communicate via emotions)
•The brand promise of „closer to what you love‟
Link: http://www.youtube.com/watch?v=2_zNs_tSLAo

22. Importance of EQ in the new
Advertisements
Endless Goodbyes:
• A man and a
woman are never
apart, even after
they say their
goodbyes.
• The commercial is a
launch spot for 3G
video calls

23. Current Scenario:
• The IPSOS Survey ranks Airtel as the second best
marketing company in India
• Airtel was also one of the three Indian brands that entered
the coveted Mildred and Brown report of the Top 100
Global Brands.

24. The JWT factor:
• Tracks the shift in consumer attitude
• Changing business Eco-system
• Creating stories through its
advertisements, etc

25. Airtel Vision
• Vision & promise By 2015 airtel will be the most loved
brand, enriching the lives of millions
• " Enriching lives means putting the customer at the heart
of everything we do. We will meet their needs based on
our deep understanding of their ambitions, wherever they
are. By having this focus we will enrich our own lives and
those of our other key stakeholders. Only then will we be
thought of as exciting, innovation, on their side and a truly
world class company."

26. Conclusions
• Carry forward the job done by
DY&R(Y&R)
• “Dil jo chahe, pass laye”, keeping the EQ
as an important factor during the
campaign
• Giving Airtel a global brand symbol