TO STUDY THE CHANGES IN BRAND IDENTITY THAT HAVE TAKEN PLACE

PROJECT A

MEANING OF Ad

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

ring the emotional bells of we sentimental Indians and it suceeds once again

Ø  We see Mahatma Gandhi, Martin Luther King, Winston Churchill, Sachin Tendulkar, Lata Mangeshkar, Dalai Lama, Nusrat Fateh Ali Khan, an old nun and Berlin Wall collapse. Each clip is an actual video of a moment that altered our history. The taglines with each clip are deeply touching. Sample this: Churchill- Two can win a war Sachin-One finger can break a billion hearts King- One dream can change the world Khan- Some can dissolve boundries Lama-One whisper can inspire hope Lata- One voice can move a nation Berlin Wall collapse- One act of defiance can spark a revolution

Ø  At the end of it we hear the

Signature A R Rehman Airtel tune and many candles coming together to form a giant sign of peace.

The final tagline is: That is the power of Human Expressions. It is so true. Expressions, open and subtle can change our lives forever.

http://www.mouthshut.com/review/

AirTel_'Express_Yourself_'_commercial-99650-1.html

SECONDARY DATA

BRAND NAME

NO CHANGE IN BRAND NAME Ø  Airtel was born free, a force unleashed into the

market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the day” with an ambition to become the most globally admired telecom service.

Ø  Airtel is a JV between Singtel, (Singapore, Telecom Italia, Italy), and Bharti Telecom.

http://www.airtel.in/brand

BRAND LOGO

MEANING BEHINED AIRTEL LOGO? The Airtel logo is a strong, contemporary and confident

symbol for a brand that is always ahead of the rest. Ò  The Airtel Image style- It incorporates two solid, red

rectangular forms whose counter form creates an open doorway.

Ò  The Airtel Typographical style- The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.. The words 'Express Yourself' are very much part of the brand identity.

Ò  The Airtel Colour Palette- The lettering is grey so that the pure black of Airtel is visually unharmed.

WHY BLACK? YEAR:- 1995 The time when mobile telephony began in India a decade ago, the

brand was all about aspiration. That's understandable: a handset cost about Rs 45,000 - the price of a second-hand Fiat - and call charges hovered around Rs 16 a minute.

Naturally, the target customer was clearly defined: elite, upmarket professionals and entrepreneurs. They positioned Airtel as an aspirational and lifestyle brand.

REASON- Airtel was on a power trip: the logo was black, uppercase bold

lettering; and the baseline was "the power to keep in touch". "From day one, it was decided that the brand should always connote leadership - be it in network, innovations, offerings or services

http://www.rediff.com/money/2006/jan/04spec.htm

WHY FROM BLACK TO RED COLOUR? YEAR- 2000 This was also a time when customers needed to be educated;

interest levels were high, but customers' exposure to the cellular world was limited. Airtel took out full and half-page ads in newspapers, answering queries like "what is roaming?", "what is coverage area?" and "how to make international calls".

REASON- To give the logo a new look and feel. Company wants to denote

Innovation, leadership and enthusiasm in their logo. http://www.rediff.com/money/2006/jan/04spec.htm

BRAND SLOGAN

AIRTEL SLOGAN

WORDS

MY AIRTEL

SIGNIFICANCE OF EACH Airtel Live – A multi access entertainment portal on

the mobile with the most comprehensive content in the spheres of movies, music, sports and mobile games

Airtel Music On Demand signifies that the customer can listen to the music of their choice , anywhere.

http://www.airtel.in/wps/wcm/connect/About%20Bharti%20Airtel/bharti+airtel/media+centre/fy2004-2005/pg3_bharti+fulfills+its+commitment+to+the+people+of+andaman+and+nicobar  

SIGNIFICANCE OF EACH(CONTI..) My Airtel helped positioning airtel closer to its customers in

their mind. MCHEK - The latest service allows customers to sign-up for

the service via the Internet or through their mobile phone in a matter of seconds and pay their bills with ease and convenience of their mobile phone.

SIGNATURE TUNE

SIGNATURE TUNE (2002) Ø  Introduced In 2002

Ø  In 2002, Airtel chose one of the country’s most successful music composers A R Rahman and Tune he gives,denote "Live every moment": Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India.

Ø  Rahman had been paid Rs 10 million for the campaign http://www.mouthshut.com/review/

AirTel_'Express_Yourself_'_commercial-99650-1.html

JINGLES OF BRAND

JINGLES OF BRAND “Nigahhein nigahon se mila kar to dekho, Naye logo se rishta

banakar to dekho…..” With this the focus have shifted to vibrating the innermost core of

a viewer’s heart. The ad is made up of five snippets, each one displaying the

importance of reaching out to others.

In this Ad, there is the range of situations/relationships covered, from two little girls in the first one to an aged couple in the next one to the young lovers and then to student-teacher pair.

Best part about the ad is that it never shows anyone using a cellphone !! This is definitely one of the best ads of recent times. It certainly makes you believe in the line -- ’’Aasman simat jaayega tumhare aaghosh mein, chahat ki baahen phaila kar tho dekho ’’.

TAGLINES OF BRAND

TAGLINES OF BRAND

'Touch tomorrow‘ (1999)

'Live Every Moment' (2002)

'Express yourself‘ (2003)

SIGNIFICANCE OF EACH TAGLINE 'Power to keep in Touch‘ YEAR- 1995-1998 SIGNIFICANCE- -- 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 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. This gives the birth to the new Tagline.

  http://www.slideshare.net/anilkr123/airtel-stp/

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

values 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 Indian leader, Airtel need to change its tagline .

http://www.rahmanism.com/2007/07/watch-airtel-express-yourself-ad.html

SIGNIFICANCE OF EACH TAGLINE (CONTI…) 'Live Every Moment' YEAR– 2002-2003 SIGNIFICANCE— -- This was the first time A R Rehman had agreed to work for any

brand, anywhere in the world. The music from the commercial became 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 of

revamping Airtel's brand image again changed the tagline to give better tagline to Airtel which catches some emotional appeal.

http://www.rediff.com/money/2006/jan/04spec.htm

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 the emotional bond Airtel enjoys with its customers

-- The masterminds behind the 'Express Yourself' campaign are the joint 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 which their customers could identify".

http://www.rahmanism.com/2007/07/watch-airtel-express-yourself-ad.html

JUSTIFICATION OF TAGLINE -- To justify this tagline Airtel comes up with an ad commercial which

become popular among the people

BRAND AMBASSDORS

BRAND AMBASSADORS 2002 3 OCT, 2003

2006 Vidya/Madhvan, 23rd april/2nd feb,08

Signed as B.A for Airtel

REASONS FOR TAKING BRAND AMBASSDORS SHAHRUKH KHAN YEAR- 2002 REASONS— -- According to Mr. Atul Bindal, Director & Group Chief Marketing

Officer, Shahrukh Khan’s core values of being a self made actor with his success & glamour .

SACHIN TENDULKAR YEAR- 3rd Oct, 2003 REASONS– -- According to Mr. Atul Bindal , Sachin Tendulkar’s dedication,

innocence and performance are today seen as a driver of self-identification amongst the masses.

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

WHY REHMAN,SACHIN AND SHAHRUKH TOGETHER? 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

is a belief, a motivation - his mere presence brings so much to Indian dressing 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.

http://konqueror.wordpress.com/2008/08/18/sachin-tendulkar-vs-shahrukh-khan-bigger-source-of-revenue-for-india/

REASONS (CONTI..) VIDYA BALAN AND MADHAVAN YEAR– 2008 REASONS— -- Spontaneity and vibrancy are key attributes of Airtel. Vidya is a

hugely talented actress who brings a lot of freshness and naturalness to any role. We are sure that these traits of Vidya will have a positive rub off on the brand as well.

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

http://www.bollywoodmantra.com/news/airtel-signs-vidya-balan-as-

brand-ambassador/2580/

REASONS (CONTI..) SAIF-KAREENA YEAR– 2008 REASONS- -- Bollywood real life couple Saif and Kareena are touted as the

powerhouse couple. Their public display of personal emotions, fights, tattoos, love expression has done miracle. Like filmmakers, advertisers are also running after them with bagful of money to sign them for their products. The sizzling duo will soon be seen in ample of ads and latest they will be seen in Airtel 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 are the hottest couple when it comes to brand endorsements

http://www.bollywoodz.net/airtel-signs-kareena-and-saif-ali-as-brand-ambassador/

BRAND COLOUR

BRAND COLOUR

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. http://www.hinduonnet.com/businessline/2000/12/20/

stories/152039ff.htm

CAMPAIGNS

AIRTEL DELHI HALF MARATHON 2008 -- The World’s Richest & Most Prestigious Half

Marathon is now the Airtel Delhi Half Marathon; in excess of 30,000 people will run together on November 9, 2008

-- To commemorate the occasion, music maestro A R Rahman has prepared an exclusive Airtel Delhi Half Marathon soundtrack, which was showcased to the media and the gathering that included members of the governing bodies and representatives from the various partners to the event

http://www.airtel.in/joy-ofrunning/index.html

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-up packages at discounts of 75 per cent.

-- Post-paid subscribers of Airtel can avail themselves of the

Wockhardt master health check at Rs. 799, against an original cost of Rs. 3,200. Also available as part of the campaign is the Wockhardt Heart Check at Rs. 499, against Rs. 2,400,

http://www.hindu.com/2007/04/06/stories/

2007040624310300.htm  

"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 will have 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 pack for farmers ranges between Rs 1,299 and Rs 4,000 along with the mobile phone,

http://economictimes.indiatimes.com/Telecom/Bharti_Airtel_launches_campaign_for_rural_market/articleshow/3334771.cms

AIRTEL - JAI HAI CAMPAIGN

The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. http://iipm-bestfaculty.blogspot.com/2008/06/brand-airtel-jai-hai-campaign.html

SOME OTHER CAMPAIGNS -- Airtel has created some highly acclaimed

campaigns like Leadership campaign Quality Time campaign Magic Dalo Say Hello launch campaign Magic Hai to Mumkin Hai campaign

PRIMARY DATA

BRAND NAME

BRAND NAME

THERE IS NO CHANGE IN THE BRAND NAME SINCE ITS INCEPTION. IT REMAINS THE SAME

BRAND LOGO

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.

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 .

WORDS

WORDS

AIRTEL LIVE is India's largest WAP portal, accessible to all Airtel customers . Customers can download a wide variety of polyphonic ringtones, wallpapers, animations, sms tones etc.

This is the user friendly service of airtel, only to airtel users

This is new service of airtel to its postpaid customers first launched in Delhi and NCR region. It allows customers to sign-up for the service via the Internet or through their mobile phone in a matter of seconds and pay their bills with ease and convenience of their mobile phone.

SIGNATURE TUNE

WHY AIRTEL NOT SWITCHED TO ANY OTHER TUNE APART FROM A. R REHMAN?

This tune used for BRAND RECALLABILITY. Ø It was the most popular tune among the people. Ø People hear this tune and immediately associate it with the brand. Ø It was most downloaded ringtone in India. NOW WE ARE LOOKING FORWARD TO COME UP WITH ANOTHER TUNE…MAY BE IN 2009.

BRAND PACKAGING

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 .

TAGLINES

WHAT WERE THE REASONS FOR CHANGING THE TAGLINES? Ò  '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.

4th tagline Changed to give more clear picture of airtel. This

tagline was changed to show its more emotional attachment with the customers.

For this Airtel comes up with campaign with Shahrukh Khan and nokia

“Kuch Bandhan Atoot Hote Hain”

'Express yourself‘ (2003)

BRAND AMBASSADORS

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.

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.

WHY AIRTEL NOW SWITCH TO SAIF-KAREENA? The deal finalized just a few days back. I don’t want to comment on

the future plans of airtel regarding this pair. REASON - “They are the hottest couple when it comes to brand

endorsements.”

BRAND COLOUR

WHAT WAS THE REASON FOR CHANGING THE COLOUR?

Colour changing Totally depends upon the ad agency. Rediffussion DY&R.. The new look and the feel of the brand indicates the core values of the brand were leadership, performance and dynamism.

CONCLUSION

BRAND NAME

As it is seen from the secondary data and primary data that there was no change in the brand name. since its inception.

BRAND LOGO From the secondary data we can see that there

was 2 changes in the brand logo of airtel. This was due to giving the new look to airtel logo, to make the logo stylish and classic.

From the primary data it was also the same view which we got from marketer.

So the logo changes to give logo classic look.

BRAND COLOUR Colour changing totally depends upon the ad

agency. Rediffussion DY&R.. Changed COLOUR to give more energetic and

younger look.

BRAND SLOGAN “AISI AZADI AUR KAHAN” According to the primary and secondary data,

From both the sources We gathered the same perception that Through this slogan Airtel wants to convey the message to the customers that

“ there is no other telecom operator other than airtel, who gives premium services”

To justify this, Airtel launched 2 campaigns- SAY HELLO CAMPAIGN MAGIC HAI TO MUMKIN HAI.

TAGLINES There were no significant difference in the primary and secondary

data. The only difference we found that to justify the tagline

“EXPRESS YOURSELF” From the secondary data, We got that Airtel launched an

ad commercial “BARRIERS BREAK WHEN PEOPLE TALK” But from the primary data, According to marketer, Airtel

Justifies its tagline by having an ad commercial “KUCH BANDHAN ATOOT HOTE HAIN”

PESHWA.EXPERT@GMAIL.COM

Peshwa Acharya