The document discusses Airtel's "Express Yourself" advertisement campaign. The ad features clips from important historical moments accompanied by touching taglines. It aims to highlight how human expressions and small acts can change the world. Over time, Airtel has changed its logo, taglines, and brand ambassadors to position itself as a leader in innovation and better connect with customers emotionally. The brand's use of A.R. Rahman's music and icons like Sachin Tendulkar have been highly successful elements of its identity and marketing strategy.

4. PROJECT A

16. MY AIRTEL

24. 'Touch tomorrow‘ (1999) 'Live Every Moment' (2002) 'Express yourself‘ (2003)

31. 2002 3 OCT, 2003 2006 Vidya/Madhvan, 23 rd april/2 nd feb,08 Signed as B.A for Airtel

43. The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. http://iipm-bestfaculty.blogspot.com/2008/06/brand-airtel-jai-hai-campaign.html

47. THERE IS NO CHANGE IN THE BRAND NAME SINCE ITS INCEPTION. IT REMAINS THE SAME

49. 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 2 nd to 3 rd just to give it a stylish and classic look. What were the reasons to change?

51. “ 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 .

53. AIRTEL LIVE i s India's largest WAP portal, accessible to all Airtel customers . Customers can download a wide variety of polyphonic ringtones, wallpapers, animations, sms tones etc. This is the user friendly service of airtel, only to airtel users This is new service of airtel to its postpaid customers first launched in Delhi and NCR region. It allows customers to sign-up for the service via the Internet or through their mobile phone in a matter of seconds and pay their bills with ease and convenience of their mobile phone.

62. 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.

66. Colour changing Totally depends upon the ad agency. Rediffussion DY&R.. The new look and the feel of the brand indicates the core values of the brand were leadership, performance and dynamism.

73. THANK YOU