the ad simply plays on the emotions. the motto is

8/14/2019 The Ad Simply Plays on the Emotions. the Motto Is

1/58

The ad simply plays on the emotions. The motto is once again

to ring the emotional bells of we sentimental Indians and itsuceeds once againWe see Mahatma Gandhi, Martin Luther King, Winston

Churchill, Sachin Tendulkar, Lata Mangeshkar, DalaiLama, Nusrat Fateh Ali Khan, an old nun and Berlin Wall

collapse. Each clip is an actual video of a moment that alteredour history. The taglines with each clip are deeply touching.Sample this:Churchill- Two can win a warSachin-One finger can break a billion hearts

King- One dream can change the worldKhan- Some can dissolve boundriesLama-One whisper can inspire hopeLata- One voice can move a nationBerlin Wall collapse- One act of defiance can spark a revolution


2/58

At the end of it we hear the

Signature A RRehman Airtel tune

and many candles coming together toform a giant sign of peace. The finaltagline is: That is the power of HumanExpressions. It is so true. Expressions,open and subtle can change our lives

forever.


3/58

X

Enterprise Services | www.airtel.in

AirtelOverview

GlobalInfrastructure

ServiceOverview

ServiceDelivery

AirtelAdvantage

Customer List

SYNDICATE NO. 11

DHAVAL PATEL (08020541093)

PRIYESH RANJAN (08020541097)

NANDINI KHEMANI (0802041089)

SANJIT KUMAR (08020541105)

SUMAN NIMAI (08020541112)

PURNENDU KUMAR PATRA(08020541099)


4/58


5/58

Integrated Telecom Company

Wireless Services2G/3G

Rural Market

Telemedia Services

Fixed Line

Broadband

DTH

Enterprise Services Carrier

Corporate

PassiveInfrastructure

Bharti Infratel

Indus Tower


6/58

Sunil Bharti Mittal

Group Lead Directors

MD :Akhil GuptaTelecom

VC :Rakesh Bharti MittalComm & MediaDevicesAgri BusinessReality

Director :Badri AgarwalInsurance & FinanceSoftware /BPO

MD :Rajan Bharti MittalRetail Project

Bharti Enterprises - Organization Structure

Mobile ServicesTelemedia ServicesEnterprise Services


7/58

Sunil Bharti Mittal

Joint MD & CEOManoj Kolhi

PresidentSanjay KapoorMobile Services

Bharti Airtel Ltd- Organization Structure

PresidentAtul BindalTelemedia Services

PresidentDavid NishballEnterprise ServicesCorporate / Carrier

Provide GSM Services

to SMB & RetailCustomer

Telecom Infrastructure

Development within city ,provide Broadband ,Fixed Line DELS ,PRIBRI , DTH Servicesetc to SMB & RetailCustomer

Telecom InfrastructureDevelopment acrossCountry ,Backboneprovide Data Services like ILL,PTP Leased Line ,IPLC ,MPLS,IMPLS,VSAT Services toonly 1400 Corporate in India


8/58

Journey from GSM Service Provider to Global Telco

2001

2002-03

2004

1998- 2000

2005-06

2006-07

ISP and VSAT Player,

First Fixed Line Roll out

Got Lisence for NLD Rollouton own back bone, ILD withVSNL,

I2i launched with Singtel,Expansion of Mobility & Wireline circles

Joins the Sea-Me-Wea 4 Consortium.Enterprise SBU formation. BB Servicelaunch.

Pan India Mobility presence.Services on Sea-Me Wea 4

launched

International POPs,Cables, NNIs with

2007-2008

DTH TV,IPT


9/58

Bharti Airtel Ltd- End to End Telecom Portfolio

Data & Internet

Services

Mobile Services

Satellite Services

e-business

CustomizedIntegratedSolutions

EnterpriseInternet

IPLCLeased LinesATM

MPLS , Int MPLS

GSM ApplicationsGPRS BasedApplicationsBusiness SolutionsVASBlackBerry

Centrex / WidexVoice VPNLocal Toll FreePRI ServiceDELsAudio ConferencingDSLValue Added

Services

PAMA / DAMABITSatellite Based IPLCsVPN

Co-Location/Managed HostingBusiness Continuity& Recovery Services (BCRS)Web Hosting ServicesValue Added ServicesASP Services

GSM Based Call Center SolutionIntegrated WAN Solutions across Hybrid

MediaInternational Managed Voice Solution

(IMVS)Variable IPLC TDM Voice Minutes

Voice Services


10/58

Bharti Airtel Logo History

This Logo was usedfor all the servicessince it was a logoof Holding Company.

Did not give Brand &Visibility of the

offerings

This Logo wasused by Airtelwhen it launchedGSM Services inDelhi in 1995

The Previous Logowas not attractiveEnough and did notcommunicate BrandValues .This Logowas used whenBharti got GSMLicenses in 23

Circles

The Previous Logointerpreted Airtelwas only a GSMService providerand lacked theessence of Airtelas a Global TELCO.

This is the LatestLogo which Lacksthe punch Line ofExpress Yourself


11/58

Bharti 2010 Vision

By 2010 we will be themost

admired brand in India

Loved by morecustomers

Targeted by TopTalent

Benchmarked bymore businesses


12/58

Airtel Marketing Strategy

Business Process Management

Process innovation and continuous improvement through people involvement

Problem investigation by fact based-root cause analysis

Customer Defined Business Process-

Based on the customer specific , Airtel have webbed many business process on

the following concepts:Delivery time

Turn around time

Lead time

Time to market

Other performance indicator


13/58

CONTD..

Result Oriented ApproachEach process has been designed by first planning thedesired result. The target customer are then arrived atthrough identification of the following :

The next customer and the end customer expectations ,quantifiable purpose of the process and key result areas,past experience what went wrong and can go wrong


14/58

SEGMENTATION

Basic segmentation is done on the basic of regulatorynorms

-Telecom Circles

Then state is further divided into three category on the

basic of the geography i.e.Class A

Class B

Class C


15/58


16/58

Customer Grouping

True Friends


17/58

Serving the True friends .WithProfitability

Aim toAttain new customers and increase the number of relationships

Increase the profitability of those relationship

Increase the duration of profitable relationship

..Increase the customer lifetime value


18/58

TARGETING

Every one is targetElite

Upper market professionals

Entrepreneurs with Business Plans

Low-income mass categories

Youth with Youth Club

Targeting women and senior citizens by introducing postpaidconnection.


19/58

POSITIONING

SIGNIFICANCE OF EACH TAGLINE


20/58

SIGNIFICANCE OF EACH TAGLINE'Power to keep in Touch

YEAR- 1995-1998SIGNIFICANCE-

-- The tag line 'Power to keep in Touch' used in the brand promisewas designed to make the user feel 'in controlpowerful'

-- Positioned in premium category aimed at elite class of society.-- Perception of inspirational and lifestyle brand

REASON FOR CHANGE-

-- Now, cellular service operators could drop their prices and

target new customer segments.-- As the category developed with prices going down sharply,

Airtel began talking to a wider spectrum of potential users. Thisgives the birth to the new Tagline.


21/58

SIGNIFICANCE OF EACH TAGLINE (Conti)'Touch tomorrow

YEAR- 1999-2001SIGNIFICANCE

-- Airtel started talking to new segments by positively positioning andestablishing itself as a brand that improved the quality of life.

-- New look and the feel of the brand tagline indicated the core values ofthe 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 Indian leader, Airtel need tochange its tagline .

SIGNIFICANCE OF EACH TAGLINE (C ti )


22/58

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 commercialbecame the most downloaded ring tone in the history of

telecommunications.-- Tagline denotes that each and every person in India live every

moment (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 givebetter tagline to Airtel which catches some emotional appeal.

(C i )


23/58

(Conti)'Express yourself

YEAR- 2003-2008.SIGNIFICANCE

-- 'Express yourself' was successfully launched taking theownership of the entire space of communication andstrengthening the emotional bond Airtel enjoys with its

customers

-- The masterminds behind the 'Express Yourself' campaign arethe joint vice-presidents: Mr. Prashant Godbole and ZarwanPatel.

-- Airtel is a market leader in the cellular network and theywanted a very fresh and contemporary idea to build a brandimage which their customers could identify".


24/58

JUSTIFICATION OF TAGLINE

To justify this tagline Airtel comes up with an ad commercialwhich become popular among the people


25/58


26/58

BRAND AMBASSADORS

2002 3 OCT, 2003

2006Vidya/Madhvan, 23rd

april/2nd feb,08Signed as B.A forAirtel

AMBASSDORS


27/58

AMBASSDORS

SHAHRUKH KHAN

YEAR- 2002

REASONS

-- According to Mr. Atul Bindal, Director & Group Chief MarketingOfficer, Shahrukh Khans core values of being a self made actor with hissuccess & glamour .

SACHIN TENDULKAR

YEAR- 3rd Oct, 2003

REASONS

-- According to Mr. Atul Bindal , Sachin Tendulkars dedication, innocenceand performance are today seen as a driver of self-identification amongstthe masses.

-- "Sachin and Airtel both are leaders having similar values and personalitytraits like trustworthiness, friendliness, youthfulness and trend-setters,

WHY REHMAN SACHIN AND SHAHRUKH


28/58

WHY REHMAN,SACHIN AND SHAHRUKHTOGETHER?

YEAR 2003-2007

REASONS--

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

SACHIN - CRICKET

SHAHRUKH - MOVIES

A.R REHMAN - MUSIC COMPOSER

-- Sachin 1st, he is a legend of Indian cricket, not only a batsman, he isa belief, a motivation - his mere presence brings so much to Indiandressing room.

-- Shahrukh khan is one of the biggest movie star - Indian film Industry

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.


29/58

REASONS (CONTI..)

VIDYA BALAN AND MADHAVANYEAR 2008

REASONS

-- Spontaneity and vibrancy are key attributes of Airtel. Vidya isa hugely talented actress who brings a lot of freshness andnaturalness to any role. We are sure that these traits of Vidyawill have a positive rub off on the brand as well.

-- Madhavan is a big superstar in the southern region, now Airtelpicks him up to connate leadership.

REASONS (CONTI )


30/58

REASONS (CONTI..)SAIF-KAREENA

YEAR 2008REASONS-

-- Bollywood real life couple Saif and Kareena are touted as thepowerhouse couple. Their public display of personal emotions,fights, tattoos, love expression has done miracle. Likefilmmakers, advertisers are also running after them with bagfulof money to sign them for their products. The sizzling duo willsoon be seen in ample of ads and latest they will be seen inAirtel ad.

-- They will replace Vidya Balan and Madhavan who has

mesmerized the audience with their sensuousness and on-screen chemistry

-- According to a source, Saif Ali Khan and Kareena Kapoor arethe hottest couple when it comes to brand endorsements


31/58

Campaign Objective :

The Mandate of the Campaign was singular To pull the brand Airtel out of the morass ofUndifferentiated offerings.

To Create Brand Idea that increases preference for that intangible called Brand beyondTangible Product Features.

Position Airtel as a Thought Leader and a Market maker

Creative Strategy :

The creative Strategy arose from two key pillars, Firstly the creative task was to own a valuethat moved away from cellular telephony clichs and transcended the narrow restriction ofcategory & Product

Secondly the Idea had to stem from the belief that only Strives to encourage people tocommunicate their true Feelings, not just words but through exchange of Ideas and Emotions

and campaign of the "power of human expression"

Brand Building

Bharti Enterprises won two Silvers for the Brand campaign of the year & the Bestadvertising film at the prestigious Advertising Agencies Association Of India (AAAI) awards


32/58

Enterprise Services Carrier I Corporate

This Campaign attempt is to take the brand to the next level

The 'Nigahen' campaign will emotionally engage the consumer.

The film titled 'Nigahen' exhorts the consumer to express themselves and has put forth thought"Dil ki baat bata kar to dekho This film took the brand to even greater heights and build

emotional connect with both existing and intending users.

The film has been dubbed in regional languages.

The 'Nigahen' Campaign

The 'Nigahen' Campaign Ad

Brand Building


33/58

Airtel's brand campaign Wherever You are..... on Mobile Services Oct 8 2004, consists ofthree TVCs, all on the common thought of projecting network superiority.

The campaign will also carry a local flavor, in terms of vernacular versions,visuals for outdoors from different regions.

The Where ever You are ' Campaign

Brand Building

rtel's brand campaign Jao jaha Bhi karo Kuch bhi ..... .

The Where Ever You are Campaign Ad

Gaon Gaon Sheher Sheher Ad


34/58

This was the First Ad released when Black Berry Services & Handheld was launched by Airtel

for the First Time in India

The Black Berry ' Campaign

Brand Building

Airtel's Songcatcher Ads .

Black Berry First Time in IndiaAd

Airtel Song Catcher Ad

This was the First Ad released when Airtel launched Song Catcher Service again for the

First Time in India

irtel Enterprise Service Ads .

This was the First Ad AES which was Targeting CIO & CTO of Large Enterprise .The Ad focuses onThe Data Services like MPLS VPN , VSAT International Circuits & Seamless Connectivity

The Press ad has appeared in Economic Times and Business Standard, Business Today,Times and Dataquest. The commercial is on air on CNBC, BBC, NDTV 24x7, HBO and Star Movies

Enterprise Services Ad


35/58

Brand Building

he Communication Dissolves Boundaries Campaign

Campaign Objective :

Mr Vittal brief to Redifussion RYR was To come up with something around the notiondissolving boundaries the only insistence was to keep it simple, profoundly human, andeasy to understand. .

Says Vittal, It was this paradox of mobile phones as something aspirational and, at the

same time, people losing touch with their human side, that we decided to play upon.

The company should be seen by consumers as one with a wide and efficient network, moreinnovative, but also caring.

Airtel chalked out its branding strategy. Branding around the network platform wasidentified as a key pillar, and the original idea that its network bridges geographical

boundaries floated.

Position Brand to be seen as a brand that is more iconic, which has greater stature and,therefore, a play on the notion that Airtel as a brand bridges boundaries


36/58

Brand Building


Redifussion RYR Strategic Ideas :

It took about five months before Rediffusion DY&R came up with the right idea in theprocess, some 40-odd scripts were discarded

K S Chakravarthy, former national creative director, Rediffusion DY&R and ad filmmaker,who created the ad, says the original idea he came with was the setting on the India-

Pakistan border at Wagah.

There were soldiers with rifles, dogs and so on, and among the by-standers, a child kicks afootball, starting a game of football. But when the ad was presented, Airtel reacted thatwhile it liked the idea of a border, the India-Pakistan border could be considered tooserious and complicated.

The agency then came up with the idea for the current ad with the two boys playing football

in no-mans land, which was shot in the arid terrains of Morocco

The exotic location and the fact that we used a foreign language a dialect of Frenchspoken in Morocco helped the ad stand out and provided a more universal appeal


37/58


Brand Building

Outcome of the Campaign :

Ad scored 99 % In the Likeability Index

scored the highest (93 in ad reach index) in brand recall and awareness in Mints survey oftop ads in December

Communication Dissolves BoundariesAd

CAMPAIGNS


38/58

CAMPAIGNS

The Worlds Richest & Most Prestigious Half Marathon isnow the Airtel Delhi Half Marathon; in excess of 30,000

people will run together on November 1, 2009-- To commemorate the occasion, music maestro A RRahman has prepared an exclusive Airtel Delhi HalfMarathon soundtrack, which was showcased to the mediaand the gathering that included members of the

governing bodies and representatives from the variouspartners to the event

Airtel's Health Campaign


39/58

Airtel s Health Campaign

Leading mobile service provider Airtel and Wockhardt Hospitals together launched a `Good

Health Campaign' to mark World Health Day on April 7, comprising two health check-uppackages at discounts of 75 per cent.

-- Post-paid subscribers of Airtel can avail themselves of the Wockhardt master health checkat Rs. 799, against an original cost of Rs. 3,200. Also available as part of the campaign isthe Wockhardt Heart Check at Rs. 499, against Rs. 2,400,

"Grameen Mobile Puratchi"

Bharti Airtel unveiled the "Grameen Mobile Puratchi" campaign for the rural market-- This scheme would benefit more than 45 lakh society members of IKSL(IFFCO KISAN

SANCHA COOPERATIVE LTD.)

-- Farmers would have five free Value Added Services under this scheme. The farmers willhave five free voice messages on mandi prices, farming techniques, weather forecasts,dairy farming, animal husbandry, rural health initiatives on a daily basis

Apart from this they would also be able to call a helpline, 534351 for any queries. The packfor farmers ranges between Rs 1,299 and Rs 4,000 along with the mobile phone,

Enterprise Services Carrier I Corporate

i l i i C i
http://economictimes.indiatimes.com/Telecom/Bharti_Airtel_launches_campaign_for_rural_market/articleshow/3334771.cmshttp://economictimes.indiatimes.com/Telecom/Bharti_Airtel_launches_campaign_for_rural_market/articleshow/3334771.cmshttp://economictimes.indiatimes.com/Telecom/Bharti_Airtel_launches_campaign_for_rural_market/articleshow/3334771.cmshttp://economictimes.indiatimes.com/Telecom/Bharti_Airtel_launches_campaign_for_rural_market/articleshow/3334771.cms


40/58

Airtel - Jai Hai Campaign

The USP is clear: feel proud of your country, and,by, extension, Brand Airtel. The single-mindedfocus is to cash in on the I-Day fever.


41/58

Re Branding / A New Look

Airtel Customer Care Centre Airtel Relationship Centre

New Fresh Look of Airtel


42/58


43/58

MARKETING MIX


44/58

ProductAirtel Pre-paid

Airtel Post-paidBlackberry Wireless Handheld

Value Added Services (VAS)

The different value added services provided by Airtel are-

Instant Balance Enquiry24Hr recharge Facility

Caller line identification

Call divert, Call wait & Call Hold

Multimedia messaging service (MMS)

Airtel Live Portal

SMS based Information Service


45/58

..Contd

Hello Tunes & Ring Tones

Voice Mail Service

Easy Post-paid bill collection

Gifting of Ring Tones & Hello TunesGPRS

Business Solutions


46/58

Price

Customer based pricing strategies.

Flexible pricing mechanism

Controlled by TRAI.


47/58

Place

It has wide and extensive presence even in theremotest areas

Airtel Customer Care Touch Points

Distributors like

E.g. Paan shops, grocery stores, chemists, outletetc.


48/58

Outlets

P ti


49/58

BVIMSR

Promotion

Large scale print and video advertising.

Big celebrities like SRK and Sachin are roped in to endorse theproduct.

In 2002 Airtel got its Signature tune from A.R. Rehman, thissignature tune is perhaps the most downloaded tune in India.

Provides innovations such as Bollywood movie premiers, musicservices such as ring back tones & many more.


50/58

..Contd

"Friendz" pre-paid connection for youth," LadiesSpecial" plan, Seniors plan.

Executives corporate plan(First to give prepaid in this

category).Special discounts in calling rates & sms services.

Providing wallpapers and screensavers on website.


51/58


52/58

S i l R ibilit A H l i H d


53/58

Social Responsibility: A Helping Hand

BHARTI FOUNDATION, the philanthropic arm of Bharti Enterprises was established in 2000with a vision "To help underprivileged children and young people of our country realize theirpotential".

The Satya Bharti Schools program is a flagship program of Bharti Foundation underwhich pre-primary and primary-level schools and senior secondary and vocationaltraining schools will be temples of learning, radiating knowledge and excellence forunderprivileged children.

Bharti is in the process of setting up 500 primary and 50 senior secondary and vocational

training Satya Bharti Schools

Commitment to provide quality education to the poorest of the poor, with a special focus onthe girl child, in fact Bharti pledges that no child will ever be refused admission in anySatya Bharti School because their parents cannot afford to pay the school fee.



54/58


BHARTI FOUNDATION, the philanthropic arm of Bharti Enterprises was established in 2000with a vision "To help underprivileged children and young people of our country realize theirpotential".

The Satya Bharti Schools program is a flagship program of Bharti Foundation underwhich pre-primary and primary-level schools and senior secondary and vocationaltraining schools will be temples of learning, radiating knowledge and excellence forunderprivileged children.

Bharti is in the process of setting up 500 primary and 50 senior secondary and vocational

training Satya Bharti Schools

Commitment to provide quality education to the poorest of the poor, with a special focus onthe girl child, in fact Bharti pledges that no child will ever be refused admission in anySatya Bharti School because their parents cannot afford to pay the school fee.

Bharti Airtel Today: Feathers in the Cap


55/58


Bharti Airtel is the Best Emerging Market Carrier - Telecom Asia Awards 2007

Bharti Airtel declared Best Brand 2007 & Best Mobile Operator in world WorldCommunication Award. Amongst nominees in the Best Mobile Operator wereOrange, T-Mobile ,Telstra iiNet

Bharti Airtel had won the Best Indian Carrier for two consecutive years - 2005 &2006 respectively.

Bharti Airtel declared 2nd Most Respected Brand in India 2007 below Infosys-Business World

Bharti Airtel declared The Second most trusted Brand' in the most trusted Brand2007 belowLIC of India- The Economic Times (ET) Brand EquityBharti Airtel adjudged as the top telecom Company -NDTV Profit BusinessLeadership Awards 2007

Bharti Airtel Globally for best returns to the shareholders & ranked 14th best

performing Technology Companies across Globe (2007)- Business Week Magazine

With Overall ranking of 14 ,Bharti Airtel is also the only Indian Company to beFeatured in the over all top 20 Companies list ahead of Accenture(16),Nokia(17) ,Google (19) and Cisco (20)

Airtel has been adjudged the 'Best Telecom Service Provider' -Dun & Bradstreet -American Express Corporate Awards 2007

Bh i Ai l T d F h i h C


56/58


Airtel was declared the Buzziest Brand at the Buzziest Brands Awards organized byagencyfaqs! in Mumbai

Airtel is the winner of the Indian MAKE (Most Admired Knowledge Enterprises)Award 2007. This is the second year in a row that Airtel has been recognized as anIndian MAKE winner.

Airtel was awarded with top honors in the GSMA Mobile World CongressConference in Barcelona for its mChek solution in the category Best Billing/Customer Care Solution

Bharti Airtel has been nominated as the Company of the Year in the prestigious

The Economic Times Award for Corporate Excellence 2006-07.

Airtel network commercial featuring the father and son, moment of magical humanconnection, has emerged as the Most Effective Advertisement, The EconomicTimes-JuxtConsults Ad Box Office.

Bharti Airtel adjudged as most Smart Infrastructure for implementing variousTechnology Solutions CIO Magazine

Bharti Airtel becomes first Telecom Company in India to achieve TL 9000Certification for integrating Data ,Mobile & Fixed Line Business-Quest Forum

Bharti Airtel crosses the 50 million customer mark Becomes the fastest privatetelecom companyin the world to achieve this milestone, moves towards top 5global mobile companies


57/58


58/58

THANK YOU!!!
http://../Airtel%20Telugu.mp3http://../Airtel%20Telugu.mp3

the ad simply plays on the emotions. the motto is

Documents