Why Airtel??

Airtel has repositioned its Brand Logo and Image through a well coordinated campaign.

Talking about the new brand identity, Sunil Bharti Mittal, chairman and managing director, Bharti Airtel, says, "Fifteen years ago, Bharti Airtel started its journey in India with a promise of delivering world-class and affordable services. Airtel is in now present in 19 countries - 16 African countries, Sri Lanka, Bangladesh and India."

Mittal adds that the brand was so far known as Zain in Africa and Warid in Bangladesh. "Thus, the idea was to give the brand a uniform presence across all these markets. Also, the world is moving towards digitalization. From now, it's also going to be about social media, commerce and 3G. Therefore, keeping the evolution of the telecom business as well as our expansion in mind, we decided to take brand Airtel to the next level."

While the logo is visually appealing, there is nothing outstanding in the choice of colours, the image, the typset or the concept. Yes, there is definitely a futuristic look and it creates a perception of progress and things to come! Also Airtel has consistently transformed its presence Online and Offline.

But the TV advert, which supports the brand repositioning strategy is a bit of a disappointment. In an effort to appeal to the 19 countries, Airtel has alienated its patrons in India. The models & locales do not seem to be in any way connected with Airtel or India. And so its hard to identify with the the advert. At best the changed Logo and Advert are causing raised eyebrows and confused smiles.Airtel TV Ad

When I think back about the cute pug of Vodaphone, and the Hi Hutch campaigns, I have to say, the connect is missing.