Top Story

e4m_logo.png

Home >> Digital >> Article

Bharti unifies all brands under flagship brand ‘Airtel’

16-September-2004
Font Size   16
Bharti unifies all brands under flagship brand ‘Airtel’

Telecom major Bharti Tele-Ventures Limited on Wednesday unveiled a unified brand strategy for all telecom services. While brands like Touchtel will cease to exist, the company will offer its full suite of telecom services – wireless, fixed line, data, broadband, long distance and enterprise – under the mega Airtel brand.

Addressing the media, Joint Managing Director Rajan Bharti Mittal said a unified brand approach will bring in the benefits of a common identity, scale and size. The integrated brand will also help reap benefits of a larger distribution network, unique bundling offers and more. “We want Airtel to be seen as a globally admired telecom company,” he said.

Mittal said Bharti’s unified brand strategy follows the unified licensing regime which has come into being. “The unified brand and integrated marking strategy will result in cost efficiencies, economies of scale and quality advantages for Bharti while making Airtel India’s first integrated brand,” he said.

Airtel will be a one-stop provider of telecom services. More than 9 million customers will now have a uniform, ‘special’ service experience at nearly 600 Airtel connects in the country. There will also be added convenience on bill payment, query redressal, access to drop boxes, etc.

Airtel plans to invest Rs 600 crore for expanding its network to new circles. Its operation will be functional in West Bengal, J&K, Bihar and Orissa by the end of this year. It will network Nagaland and Assam by March 2005, Mittal said.

Corporate Director-Marketing, Hemant Sachdev, said the “new, single brand image will be communicated through print ads which will hit media by September 17”. The campaign will appear in all leading English, Hindi and regional dailies in the major telecom circles of MP, Delhi, Haryana, Tamil Nadu and Karnataka. “A lot of below-the-line activities will also be undertaken to promote this new branding strategy. Leading designers Ray and Keswan have designed the new brand logo,” he said.

Santosh Sood, COO, Rediffusion DY&R which handles the Airtel creative duties, siad that the print campaign will “keep the unification of the brand as the main theme”. The ads will talk about the advantages of unified services to the consumer. Master batsman Sachin Tendulkar, Airtel’s brand ambassador, will not feature in any of the ads, he informed.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...