Bharti Cellular has roped in music composer A.R. Rahman for its AirTel brand of cellular services in its new television campaign created by Rediffusion DY&R. He will compose five exclusive symphonies downloadable as ring tones for the over 2 million AirTel consumers across the country.
The group is planning to cash in on Rahman’s image which cuts across barriers of caste, creed, age and also straddles international boundaries.
The campaign is part of a comprehensive brand building programme and carries the slogan: `unlimited freedom to communicate spontaneously'. The AirTel brand's identity was earlier based on the positioning baseline — Touch Tomorrow.
According to sources Bharti plans to make the ring tones available within a month to AirTel customers. The company is planning to design a fool-proof technology whereby the ring tones will continue to be exclusive to AirTel.
According to Mr. Rajan Bharti Mittal, Joint Managing Director, Bharti, the company has allocated a marketing spend of Rs 100 crore for the AirTel brand, 25 per cent of this will be towards the TV campaign. The company is also exploring the possibility of having another television campaign in the future for its corporate brand Bharti with A.R. Rahman.
At the same time AirTel has also unveiled its TV campaign for its sub-brand AirTel Magic featuring Shahrukh Khan and Kareena Kapoor. AirTel Magic carries the baseline Magic Hai to Mumkin Hai. According to sources, Bharti is also exploring the possibility of getting in cricketers for the sub-brand.
With a 25 per cent market share, AirTel operates in 16 states. The latest addition to its circles of operation is Gujarat.