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.