3. Ø The ad simply plays on the emotions. The motto is once again to
ring the emotional bells of we sentimental Indians and it suceeds
once again
Ø We see Mahatma Gandhi, Martin Luther King, Winston Churchill,
Sachin Tendulkar, Lata Mangeshkar, Dalai Lama, Nusrat Fateh Ali
Khan, an old nun and Berlin Wall collapse. Each clip is an actual
video of a moment that altered our history. The taglines with each
clip are deeply touching. Sample this:
Churchill- Two can win a war
Sachin-One finger can break a billion hearts
King- One dream can change the world
Khan- Some can dissolve boundries
Lama-One whisper can inspire hope
Lata- One voice can move a nation
Berlin Wall collapse- One act of defiance can spark a revolution
4. Ø At the end of it we hear the
Signature A R Rehman Airtel tune
and many candles coming together to form a giant sign of peace.
The final tagline is: That is the power of Human Expressions. It is
so true. Expressions, open and subtle can change our lives forever.
http://www.mouthshut.com/review/
AirTel_'Express_Yourself_'_commercial-99650-1.html
7. NO CHANGE IN BRAND NAME
Ø Airtel
was born free, a force unleashed into the
market with a relentless and unwavering
determination to succeed. A spirit charged with
energy, creativity and a team driven “to seize the
day” with an ambition to become the most
globally admired telecom service.
is a JV between Singtel, (Singapore,
Ø Airtel
Telecom Italia, Italy), and Bharti Telecom.
http://www.airtel.in/brand
10. MEANING BEHINED AIRTEL LOGO?
The Airtel logo is a strong, contemporary and confident
symbol for a brand that is always ahead of the rest.
Ò The Airtel Image style- It incorporates two solid, red
rectangular forms whose counter form creates an open
doorway.
Ò The Airtel Typographical style- The title case lettering with
its capital 'A' was deliberately chosen to reinforce the
brand's leadership position. The red dot on the letterform
'I' cues Airtel's focus on innovation.. The words 'Express
Yourself' are very much part of the brand identity.
Ò The Airtel Colour Palette- The lettering is grey so that the
pure black of Airtel is visually unharmed.
11. WHY BLACK?
YEAR:- 1995
The time when mobile telephony began in India a decade ago, the
brand was all about aspiration. That's understandable: a handset
cost about Rs 45,000 - the price of a second-hand Fiat - and call
charges hovered around Rs 16 a minute.
Naturally, the target customer was clearly defined: elite, upmarket
professionals and entrepreneurs. They positioned Airtel as an
aspirational and lifestyle brand.
REASON-
Airtel was on a power trip: the logo was black, uppercase bold
lettering; and the baseline was "the power to keep in touch".
"From day one, it was decided that the brand should always
connote leadership - be it in network, innovations, offerings or
services
http://www.rediff.com/money/2006/jan/04spec.htm
12. WHY FROM BLACK TO RED COLOUR?
YEAR- 2000
This was also a time when customers needed to be educated;
interest levels were high, but customers' exposure to the cellular
world was limited. Airtel took out full and half-page ads in
newspapers, answering queries like "what is roaming?", "what is
coverage area?" and "how to make international calls".
REASON-
To give the logo a new look and feel. Company wants to denote
Innovation, leadership and enthusiasm in their logo.
http://www.rediff.com/money/2006/jan/04spec.htm
17. SIGNIFICANCE OF EACH
Airtel Live – A multi access entertainment portal on
the mobile with the most comprehensive content in
the spheres of movies, music, sports and mobile
games
Airtel Music On Demand signifies that the customer
can listen to the music of their choice , anywhere.
http://www.airtel.in/wps/wcm/connect/About
%20Bharti%20Airtel/bharti+airtel/media+centre/
fy2004-2005/pg3_bharti+fulfills+its+commitment
+to+the+people+of+andaman+and+nicobar
18. SIGNIFICANCE OF EACH(CONTI..)
My Airtel helped positioning airtel closer to its customers in
their mind.
MCHEK - The latest service 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.
20. SIGNATURE TUNE (2002)
Ø Introduced In 2002
Ø In 2002, Airtel chose one of the country’s most
successful music composers A R Rahman and
Tune he gives,denote "Live every moment":
Rahman's signature tune for Airtel is, perhaps,
the most downloaded ringtone in India.
Ø Rahman had been paid Rs 10 million for the campaign
http://www.mouthshut.com/review/
AirTel_'Express_Yourself_'_commercial-99650-1.html
22. JINGLES OF BRAND
“Nigahhein nigahon se mila kar to dekho, Naye logo se rishta
banakar to dekho…..”
With this the focus have shifted to vibrating the innermost core of
a viewer’s heart.
The ad is made up of five snippets, each one displaying the
importance of reaching out to others.
In this Ad, there is the range of situations/relationships covered,
from two little girls in the first one to an aged couple in the next
one to the young lovers and then to student-teacher pair.
Best part about the ad is that it never shows anyone using a
cellphone !!
This is definitely one of the best ads of recent times.
It certainly makes you believe in the line --
’’Aasman simat jaayega tumhare aaghosh mein, chahat ki baahen
phaila kar tho dekho ’’.
24. TAGLINES OF BRAND
'Touch tomorrow‘ (1999)
'Live Every Moment' (2002)
'Express
yourself‘ (2003)
25. 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.
http://www.slideshare.net/anilkr123/airtel-stp/
26. 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 .
http://www.rahmanism.com/2007/07/watch-airtel-express-yourself-
ad.html
27. 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.
http://www.rediff.com/money/2006/jan/04spec.htm
28. 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".
http://www.rahmanism.com/2007/07/watch-airtel-express-yourself-
ad.html
29. JUSTIFICATION OF TAGLINE
-- To justify this tagline Airtel comes up with an ad commercial which
become popular among the people
31. 2002
BRAND AMBASSADORS
3 OCT, 2003
Signed as B.A for Vidya/Madhvan, 23rd 2006
Airtel april/2nd feb,08
32. 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 self-
identification amongst the masses.
-- "Sachin and Airtel both are leaders having similar values and
personality traits like trustworthiness, friendliness, youthfulness
and trend-setters,
33. 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.
http://konqueror.wordpress.com/2008/08/18/sachin-tendulkar-vs-
shahrukh-khan-bigger-source-of-revenue-for-india/
34. REASONS (CONTI..)
VIDYA BALAN AND MADHAVAN
YEAR– 2008
REASONS—
-- Spontaneity and vibrancy are key attributes of Airtel. Vidya is a
hugely talented actress who brings a lot of freshness and
naturalness to any role. We are sure that these traits of Vidya will
have a positive rub off on the brand as well.
-- Madhavan is a big superstar in the southern region, now Airtel picks
him up to connate leadership.
http://www.bollywoodmantra.com/news/airtel-signs-vidya-balan-as-
brand-ambassador/2580/
35. REASONS (CONTI..)
SAIF-KAREENA
YEAR– 2008
REASONS-
-- Bollywood real life couple Saif and Kareena are touted as the
powerhouse couple. Their public display of personal emotions,
fights, tattoos, love expression has done miracle. Like filmmakers,
advertisers are also running after them with bagful of money to
sign them for their products. The sizzling duo will soon be seen in
ample of ads and latest they will be seen in Airtel ad.
-- They will replace Vidya Balan and Madhavan who has mesmerized
the audience with their sensuousness and on-screen chemistry
-- According to a source, “Saif Ali Khan and Kareena Kapoor are the
hottest couple when it comes to brand endorsements
http://www.bollywoodz.net/airtel-signs-kareena-and-saif-ali-as-brand-
ambassador/
38. 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.
http://www.hinduonnet.com/businessline/2000/12/20/
stories/152039ff.htm
40. AIRTEL DELHI HALF MARATHON 2008
-- The World’s Richest & Most Prestigious Half
Marathon is now the Airtel Delhi Half Marathon;
in excess of 30,000 people will run together on
November 9, 2008
-- To commemorate the occasion, music maestro A
R Rahman has prepared an exclusive Airtel Delhi
Half Marathon soundtrack, which was showcased
to the media and the gathering that included
members of the governing bodies and
representatives from the various partners to the
event
http://www.airtel.in/joy-ofrunning/index.html
41. AIRTEL'S HEALTH CAMPAIGN
-- Leading mobile service provider Airtel and Wockhardt Hospitals
together launched a `Good Health Campaign' to mark World
Health Day on April 7, comprising two health check-up packages
at discounts of 75 per cent.
-- Post-paid subscribers of Airtel can avail themselves of the
Wockhardt master health check at Rs. 799, against an original
cost of Rs. 3,200. Also available as part of the campaign is the
Wockhardt Heart Check at Rs. 499, against Rs. 2,400,
http://www.hindu.com/2007/04/06/stories/
2007040624310300.htm
42. "GRAMEEN MOBILE PURATCHI"
-- Bharti Airtel unveiled the "Grameen Mobile Puratchi" campaign for
the rural market
-- This scheme would benefit more than 45 lakh society members of
IKSL(IFFCO KISAN SANCHA COOPERATIVE LTD.)
-- Farmers would have five free Value Added Services under this
scheme. The farmers will have five free voice messages on mandi
prices, farming techniques, weather forecasts, dairy farming,
animal husbandry, rural health initiatives on a daily basis
Apart from this they would also be able to call a helpline, 534351
for any queries. The pack for farmers ranges between Rs 1,299
and Rs 4,000 along with the mobile phone,
http://economictimes.indiatimes.com/Telecom/
Bharti_Airtel_launches_campaign_for_rural_market/articleshow/
3334771.cms
43. AIRTEL - JAI HAI CAMPAIGN
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
44. SOME OTHER CAMPAIGNS
-- Airtel has created some highly acclaimed
campaigns like
Leadership campaign
Quality Time campaign
Magic Dalo
Say Hello launch campaign
Magic Hai to Mumkin Hai campaign
49. 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.
51. 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 .
53. WORDS
AIRTEL LIVE is 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.
55. WHY AIRTEL NOT SWITCHED TO ANY OTHER TUNE APART FROM A. R
REHMAN?
This tune used for BRAND
RECALLABILITY.
Ø It was the most popular tune among
the people.
Ø People hear this tune and
immediately associate it with the
brand.
Ø It was most downloaded ringtone in
India.
NOW WE ARE LOOKING FORWARD TO
COME UP WITH ANOTHER TUNE…MAY
BE IN 2009.
57. 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 .
59. WHAT WERE THE REASONS FOR CHANGING THE TAGLINES?
Ò 'Power to 'Live Every
'Touch
keep in 'Express
Touch‘ (1995
tomorrow‘ (199 Moment' (200 yourself‘ (2003)
) 9) 2)
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.
60. 'Express yourself‘ (2003)
4th tagline Changed to give more clear picture of airtel. This
tagline was changed to show its more emotional attachment
with the customers.
For this Airtel comes up with campaign with Shahrukh Khan
and nokia
“Kuch Bandhan Atoot Hote Hain”
62. 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.
63. 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.
64. WHY AIRTEL NOW SWITCH TO SAIF-KAREENA?
The deal finalized just a few days back. I don’t want to comment on
the future plans of airtel regarding this pair.
REASON - “They are the hottest couple when it comes to brand
endorsements.”
66. WHAT WAS THE REASON FOR CHANGING THE COLOUR?
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.
68. BRAND NAME
As it is seen from the secondary
data and primary data that there
was no change in the brand name.
since its inception.
69. BRAND LOGO
From the secondary data we can see that there
was 2 changes in the brand logo of airtel. This
was due to giving the new look to airtel logo, to
make the logo stylish and classic.
From the primary data it was also the same view
which we got from marketer.
So the logo changes to give logo classic look.
70. BRAND COLOUR
Colour changing totally depends upon the ad
agency. Rediffussion DY&R..
Changed COLOUR to give more energetic and
younger look.
71. BRAND SLOGAN
“AISI AZADI AUR KAHAN”
According to the primary and secondary data,
From both the sources We gathered the same
perception that Through this slogan Airtel wants to
convey the message to the customers that
“ there is no other telecom operator other than
airtel, who gives premium services”
To justify this, Airtel launched 2 campaigns-
SAY HELLO CAMPAIGN
MAGIC HAI TO MUMKIN HAI.
72. TAGLINES
There were no significant difference in the primary and secondary
data.
The only difference we found that to justify the tagline
“EXPRESS YOURSELF”
From the secondary data, We got that Airtel launched an
ad commercial “BARRIERS BREAK WHEN PEOPLE TALK”
But from the primary data, According to marketer, Airtel
Justifies its tagline by having an ad commercial “KUCH
BANDHAN ATOOT HOTE HAIN”
