Branding Strategies &

Options and Tactics for brand elements

of
“AIRTEL”
 “airtel-a journey of 1st’s”
 1995–Launch of brand airtel as “Bharti AirTel” by Sunil Bharti Mittal.
 1997- 1st to reach 1,00,000 customers.
 1998-1st private fixed line service in India (BSNL monopoly ends).
1st to launch prepaid.
 2002-1st Telco to go public.
 2003-1st to launch GPRS (3 million customers).
 2004-1st Telco to become profitable.
 2005-1st company to cover all 23 circles.
 2007-1st Fastest 50 million customers in the world.
1st Indian Telco in the top global 5 rank.
 2008-1st Telco to launch DTH services.
 2009-1st to reach 100 million customers.
Ayubowan Sri lanka
 2010- Nomashkar Bangladesh
Bonjour Africa
 “airtel-a journey of 1st’s” continues…
 2011- 200 million customers in the world.
1st launch mobile wallet in India.
 2012-1st to launch 4G LTE to India with the rest of the world.
1st largest network experience centre in India.
1st company in the world to launch twitter on TV without
Internet.
1st Indian Telco to offer 4G service on mobile phones.
 2015- Becomes 3rd largest Telco company in the world(303 million).
 Brand Elements
Brand Name :
 Bharti Airtel Limited set its brand name as “AirTel” inspired by
SingTel (Singapore Telecommunication Ltd.) which is today a major
investor in “airtel”.
 It is the name formed by compounding of two words “Air-Tel” and
also describes its function as “Telecommunication” purpose.

Logos :
 Brand Elements
Characters :
 Airtel Girl (Shasha Chettri)

Jingle :
In 2002, Airtel signed A R Rahman to compose “signature tune” aligned
with its value preposition “Live Every Moment”. It was later the most
downloaded ring tone in India and helped airtel a lot for brand recall and
Rahman was paid around Rs.10,00,000 for the jingle composing.
In 2011, Airtel used another jingle in TV commercial “Har ek friend
zaroori hota hai” but atlast in all, ads the signature tune is added in
the end of the ad till present date.
 Brand Elements
Slogans :
Slogans Year Brand Positioning
Power to keep in touch 1995-1999 Lifestyle & luxurious brand

Touch Tomorrow 1999-2002 Brand Of Masses

Live Every Moment 2002-2003

Youth Brand
Express Yourself 2003-2010

The Smartphone Network 2010-2012

India’s First 4G Network 2012-2016

India’s Fastest 4G Network 2016-2017 Best Data Network Provider

India’s Widest 4G Network
Aage badho “Sahi Chuno”
Sab kuch try karo phir “Sahi Chuno” 2017-still
on
 Brand Elements
Packaging :
 Packaging is done for :-
• Identifying the product.
• Providing Descriptive and persuasive information.
• Facilitate its protection.
• Functional help.

 Changes are done on outer cover as per special offers, campaigns or

brand ambassadors like Kareena kapoor khan, SRK, Saif-Kareena
and Vidya balan.

URL :
 www.airtel.in
Strategies for choosing Brand Elements
 Memorability :- Airtel Signature Tune and character.
 Meaningfulness :- Airtel brand name decribes about
itself and its slogans are sometimes acts as persuasive
information.
 Likeability :- Airtel signature tune and various 4G ads
were very likable and were used for recall of the brand.
 Transferability :- Airtel brand name , logo, jingle,
packaging and URL are designed in such a way that it did
not to be changed in international market.
 Adaptability :- Airtel has made changes and updated its
logo, slogans and jingles with the time.
 Protectability :- It has protected its brand name, logo and
jingle to avoid copy of the same in the market.
 Airtel has adopted all strategies for choosing various
brand elements.
 Video\A.R. Rahman old airtel ad.mp4
 Video\Airtel brings you unlimited internet and
calls all night_HIGH.mp4
 Video\Airtel Har Friend Zaroori Hai, Yaar.mp4
 Video\Airtel Internet - 'Jo mera hai wo tera hai,
Jo tera hai wo mera'_HD.mp4
 Video\Airtel 4G –The Fastest Network Ever_Full-
HD.mp4

 Find out a common things you found in all the

above ads……
 Airtel

THANK YOU