Bharti Cellular Ltd. is all set to launch its operations in 8 new circles. This launch, expected to complete by mid-July, will see a new image of its cellular brand Airtel. Along with a changed image, the brand will see a new logo and a new base line; ubiquitous ''Touch Tomorrow'' will now be '' Live…Every Moment''.
Commenting on the changes in image for Airtel, Hemant Sachdev, Director, Marketing and Corporate Communication, Bharati, says, "Brand Strategy for a company reflects the business strategy. The business strategy in-turn is impacted by market realities and changing consumer needs. We have built on the strengths of our existing brand equity and taken it forward to become more relevant, younger and international. Additionally, this is the first step in our journey to make Airtel not just a regionally strong or a true pan-India brand, but in fact, make it a brand that is recognized, respected, and loved the world over."
The new campaign will pump in over 100 crores in communication. The creative will continue to be worked by Percept and Rediffusion, and Carat will buy media. The budget would be distributed across mass channels as well as below-the-line activities in the 8 circles.