AirTel's 2.3 million customers can now download original ring tones composed by the music composer A R Rahman on their mobile phones. In tune with brand's new positioning of 'Live… every moment', the five ring tones were launched yesterday targeting youth to children. This follows A R Rahman's recent composition of an original score in AirTel's new TV campaign.
Hemant Sachdev, Director of Marketing & Corporate Communications, Bharti, says, "These ring tones attempt to bring to life the brand promise of 'Live.. Every Moment' and are in line with our strategic effort to build an AirTel community." Each ring tone has been created with a unique character.
The new AirTel campaign featuring A R Rahman created by Rediffusion DY&R has been going on in the major TV channels. The company claims that the brand scores as reflected through research have seen a significant increase in top of mind awareness and intention to purchase for AirTel. Adds Sachdev, "Rahman proves to an almost perfect mirror of AirTel - International, leader, young, dynamic, and innovative".
The campaign is part of a comprehensive brand-building programme. Bharti recently unveiled AirTel's brand identity that built on the earlier positioning of 'touch tomorrow', injected with renewed energy and heightened optimism.