2. Introduction
 Owner- SUNIL BHARTI MITTAL
 Bharti airtel formerly known as bharti
tele-venture limited is JV between
SINGTEL AND BHARTI telecom
 India’s largest cellular service provider
 Known for its services
 First cellular operator to set up cellular
show rooms ‘airtel connect’
 First cellular company to install a
second mobile switching center.

3. Earlier Brand logo
 The Airtel logo is a strong, contemporary and confident
symbol for a brand that is always ahead of the rest.
 The Airtel image style- it incorporates two solids, red
rectangular form creates an open doorway.
 The Airtel typographical style- the title case lettering
with its letter ’A’ was deliberately chosen to reinforce the
brand's leadership position.
 The red dot on the letter form I cues Airtel focus on
innovation. The word express yourself is very much part
of the brand identity.
 The Airtel color palette- the lettering is grey so that the
pure black of Airtel is purely unharmed.

4. New brand logo
 New logo is the letter 'a' in lowercase, with ‘airtel' written in
lowercase under the logo.
 New identity underlines Airtel's willingness to embrace
everything that is new.
 The logo type is modern, vibrant and friendly and signals our
resolution to be accessible to our customers and stakeholders.
And the lowercase is our recognition for humility.
 The red colour, which is an integral part of the brand,
continues to represent heritage, energy and passion.
 The new curved and the gentle highlight almost gives the
impression of a living object; at the same time, it represents a
dynamic force of unparalleled energy, brings us closer to
consumers and is a symbol which will help ensure instant
recognition across diverse international markets."

5. Segmentation, targeting and
positioning
 Its comprises three stages processes;
1. We first determine which kind of consumer
exists.
2. Select which ones we are best off trying to
serve and finally
3. Implementing our segmentation by optimizing
our product/services for that segment and
communicating that we have made the choice
to distinguish ourselves that way.

7. segmentation
 On the basis of geography
 divide indian market into telecom services
 Subdivide stated into category of A, B and C.

8. Targeting
 Earlier elite class of above age group 25 yrs.
 Corporate people and business man
 Again targeted youth by introducing
YOUTOPIA plan
 Targeted women and senior citizens by
introducing post paid plan.

9. Positioning
 “We positioned Airtel as an inspirational and
lifestyle brand, in a way that trivialized the price in
the mind of the consumer. It was pitched not
merely as a mobile service, but as something that
gave him a badge value.” said by Henmant schdev,
chief marketing officer(mobility) and director,
bharti tele- venture.

10. positioning
“power to keep in touch” year 1995-98
SIGNIFICANCE- the tag line power to keep in
touch used in brand promise was designed
to make the user feel ‘ in control-powerful’.
 Positioned in the premium category aimed
at elite class of society.
 Perception of aspirational and lifestyle
brand.
REASON FOR CHANGE- now, cellular
service operator could drop their prices
and target new customers segments. As
the category developed with prices going
down sharply, airtel began talking to a
wider spectrum of potential user. This gives
the birth to the new tagline.

11. Repositioning
 “Touch tomorrow”- yr 1998-2001
SIGNIFICANCE- AIRTEL started talking to the 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 brand
i.e. leadership, performance and dynamism.
REASON FOR CHANGE- Airtel started to look
from a regional level to plan India position.
Rediffusion DY&R, which is the ad agency that
took charge of revamping Airtel’s brand image
thought, to become an Indian leader, Airtel need
to change its tagline.

12. Repositioning
 “Live every moment”- yr 2002-2003
SIGNIFICANCE- this was the first time A.R. REHMAN
has agreed to work for any brand, anywhere in the
world. The music from the commercial became the
most downloaded ringtone 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.
REASON FOR CHANGE- Rediffusion DY&R, which is
the ad agency that took charge of revamping
Airtel’s brand image again change the tagline to
give better tagline to Airtel which catches some
emotional appeal.

13. repositioning
“EXPRESS YOURSELF” – yr. 2003-2008
SIGNIFICANCE- express yourself was
successfully launched talking the ownership
of the entire space of communication and
strengthening the emotional bond Airtel
enjoys with its customer. Airtel is the market
leader in cellular network and they wanted a
very fresh and contemporary idea to build a
brand image which their customer could
identify.

14. Signature tune(A.R.REHMAN)
 This tune used for brand
recall ability.
 It was the most popular tune
among the people.
 People hear this tune and
immediately associates with
the brand.
 It was the most downloaded
ringtone in India.
 Recently they came up with
a campaign “ her ek friend
jruri hota hai”.

15. Umbrella branding

16. Conclusion
 Most successful brand in India with largest
market share.
 Success is based on three pillars-
connectivity, affordability and innovation.
The core is connectivity i.e. network.
 Doesn’t promote its product only by
celebrities.
 Prepaid services are more expensive than
postpaid services.