Airtel Positioning & Repositioning

Submitted By:- Lalit Yadav

Anshu MishraKritika Anand

Kumari PriyankaAnuradha Gaur

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Submitted to:-Dr Sujata Khandai

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Who is First brand ambassador of Airtel?

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A.R Rahman

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Bharti claimed to have scored an ace in terms of getting Rahman to compose five exclusive symphonies downloadable as ring tones for Airtel users.

In 1992, Bharti entered the cellular market by launching services in Delhi.

Bharti launched Airtel as a post paid cellular service in Delhi in November 1995.

It was the first cellular operator to set up cellular showrooms . The company opened its first showroom ‘Airtel Connect’ in Delhi, in late-1995.

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Brand Equity

LeadershipPerformanceDynamism

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Perception

The Airtel brand (and the pre-paid card service brand, Magic) had top-of-the-mindAirtel was also positioned in the premium categoryThe new campaign and positioning was designed to highlight the relationship angle and make the brand softer and more sensitive.

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SIGNIFICANCE OF EACH TAGLINE'Power to keep in Touch‘

YEAR- 1995-1998SIGNIFICANCE-

-- The tag line 'Power to keep in Touch' used in the brand promise was

designed to make the user feel 'in control…powerful'-- Positioned in premium category aimed at elite class of society.

-- Perception of aspirational and lifestyle brandREASON FOR CHANGE-

-- Now, cellular service operators could drop their prices and targetnew customer segments.

-- As the category developed with prices going down sharply, Airtelbegan talking to a wider spectrum of potential users. This gives the

birth to the new Tagline.

SIGNIFICANCE OF EACH TAGLINE (CONTI…)'Touch tomorrow‘YEAR- 1999-2001SIGNIFICANCE–

-- Airtel started talking to new segments by positively positioning and

establishing itself as a brand that improved the quality of life.-- New look and the feel of the brand tagline indicated the corevalues of the brand i.e. leadership, performance and dynamism.

REASON FOR CHANGE--- Airtel started to look from a regional level to pan India position-- Rediffussion DY&R, which is the ad agency that took charge of

revamping Airtel's brand image thought, To become a Indianleader, Airtel need to change its tagline .

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SIGNIFICANCE OF EACH TAGLINE (CONTI…)'Live Every Moment'

YEAR– 2002-2003SIGNIFICANCE—

-- This was the first time A R Rehman had agreed to work for anybrand, anywhere in the world. The music from the commercial

became the most downloaded ring tone in the history oftelecommunications.

-- Tagline denotes that each and every person in India live everymoment (emotions, feelings etc.) of the life with Airtel.

REASONS FOR CHANGE–-- Rediffussion DY&R, which is the ad agency that took charge ofrevamping Airtel's brand image again changed the tagline to give

better tagline to Airtel which catches some emotional appeal.

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SIGNIFICANCE OF EACH TAGLINE (CONTI…)'Express yourself‘

YEAR- 2003-2008…….SIGNIFICANCE—

-- 'Express yourself' was successfully launched taking the ownership

of the entire space of communication and strengthening theemotional bond Airtel enjoys with its customers

-- The masterminds behind the 'Express Yourself' campaign are thejoint vice-presidents: Mr. Prashant Godbole and Zarwan Patel.

-- Airtel is a market leader in the cellular network and they wanted a

very fresh and contemporary idea to build a brand image whichtheir customers could identify".

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REASONS FOR TAKING BRAND AMBASSDORSSHAHRUKH KHAN

YEAR- 2002REASONS—

-- According to Mr. Atul Bindal, Director & Group Chief MarketingOfficer, Shahrukh Khan’s core values of being a self made actor

with his success & glamour .SACHIN TENDULKARYEAR- 3rd Oct, 2003

REASONS–-- According to Mr. Atul Bindal , Sachin Tendulkar’s dedication,

innocence and performance are today seen as a driver of selfidentification

amongst the masses.-- "Sachin and Airtel both are leaders having similar values and

personality traits like trustworthiness, friendliness, youthfulnessand trend-setters,

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WHY REHMAN,SACHIN AND SHAHRUKH TOGETHER?YEAR– 2003-2007

REASONS---- All the three are the leaders in their respective fields, so is AIRTEL.

SACHIN - CRICKETSHAHRUKH - MOVIES

A.R REHMAN - MUSIC COMPOSER-- Sachin 1st, he is a legend of Indian cricket, not only a batsman, he

is a belief, a motivation - his mere presence brings so much toIndian dressing room.

-- Shahrukh khan is one of the biggest movie star - Indian filmIndustry has produced, he has the record of holding most number

of awards (including all categories)-- A.R REHMAN Blasting music, classical songs at a very young age.

Popular among masses.04/10/2023 16

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WHY BLACK TO COMBINATION OF RED AND BLACK?

• -- The idea was just to refresh the brand and to give it a a

• classic and stylish look.• -- Changed COLOUR to give more energetic and

younger• look.• -- Indicated the core values of the brand were

leadership,• performance, enthusiam and dynamism.

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• BRAND LOGO• What were the reasons to change?• Change From BLACK to Dark Red Background is to refresh the

brand• and give it a new look.• “Airtel wants to show its leadership by having only one letter

capital in• new brand logo.”• The new look and feel of the brand signify the core values of

the Airtel• brand accompanied by a set of supportive variables like

courtesy,• politeness and efficiency.• The peripheral value of the brand was status.''• Change from 2nd to 3rd just to give it a stylish and classic look.

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• BRAND SLOGAN• BRAND SLOGAN - WHAT DOES IT SIGNIFY?• “AISI AZADI AUR KAHAN” as the name itself is a

self explanatory• one.• This campaign we launched mainly for the

prepaid subscribers.• It signifies that there is no other cellular

operator in the country,• who gives premium and top class promotional

schemes .

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• WHAT HAVE THE CHANGES IN PACKAGING & WHY?

• Colour of the Chip changed from RED to WHITE.• Recharge cards having various offers, changing• Brand ambassadors, and brand logo on them• These changes were made to signify that the• branding of airtel now changing according to the• competition in the market.• Whenever brand ambass. Changes, packaging also• changed. Same was the case with logo .

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• WHAT WERE THE REASONS FOR CHANGING THE TAGLINES?• O 'Power to• keep in• Touch‘ (1995• )• 'Touch• tomorrow‘ (199• 9)• 'Live Every• Moment' (200• 2)• 'Express• yourself‘ (2003)• 1st tagline signifies Brand Promise with the Airtel Customers.• 2nd tagline signifies to captures the new customers at that time i.e• Premium class to middle class segment. Airtel started establishing• itself as a brand that improved the quality of life.• 3rd tagline signifies the new look of airtel by changing its tagline.Airtel• wants to have the EMOTIONAL BONDING with their customers.During• this period, Airtel signed A.R REHMAN, who then gives the signature• tune for airtel.

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• WHO HAVE BEEN YOUR BRAND AMBASSADORS AND IN WHICH

• YEAR? REASONS?• We have endorsed Shahrukh, Rehman and• Sachin in 2002 and 2003 respectively.• WHY IN PARTICULAR YEARS?• 2001- Shahrukh Khan got “BEST ACTOR “ award.• 2002- A.R REHMAN specially signed by airtel for• signature tune.• 2003- After the sizzling performance in 2003• world cup, Sachin awarded with “CRICKETER OF• THE YEAR” award.• So Airtel wants to associate themselves with the• leaders.

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• WHY DID YOU DROP SACHIN?• He just ignored our question.• WHY YOU SWITCH TO MADHVAN/VIDHYA BALAN FOR B.A• Chemistry between Madhavan & Vidhya Balan in movie

guru was• Superb. Their emotional appeal was quite good as

compared to• Abhishek/Aishwariya. Our main mooto to show the

emotional• appeal in the ad. This was the main reason to take Vidhya

and• Madhvan.

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