Airtel - Positioning (And Repositioning)
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Case Details:
Case Code : MKTG037
Case Length : 12 Pages
Period : 1990 - 2003
Pub Date : 2003
Teaching Note : Available
Organization : Bharti Cellular Limited
Industry : Cellular
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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"With these launches, we will create an Airtel user's community that will have a better depth of service availability than all competition."
- Sunil Mittal, Bharti's CMD, commenting on the launch of Airtel's new logo, in June 2002.
From 'Touch Tomorrow' to 'Live Every Moment'
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In late-2002, Bharti Cellular Ltd. (Bharti), India's largest cellular telephone company released a television commercial (TVC), which despite using the 'oft-repeated' celebrity endorsement route was unusual in terms of its celebrity selection. Instead of using the usual movie stars/sports celebrities, it chose one of the country's most successful music composers, A.R Rahman (Rahman) to promote its brand. The campaign attracted considerable media attention because this was the first time Rahman had agreed to do a television commercial and also because, Rahman had been paid Rs 10 million1 for the campaign, a sum usually unheard of, for celebrity endorsers in India.
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The campaign received brickbats as well as bouquets in the media, both for the selection of Rahman and the TVC's execution. However, Bharti claimed to have scored an ace in terms of getting Rahman to compose five exclusive symphonies downloadable as ring tones for Airtel users.
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The TVC was a part of the brand repositioning and
restructuring efforts for Airtel, as part of which, Bharti changed the
brand's tagline in early-2002 from 'Touch Tomorrow' to 'Live Every
Moment.'
The company also decided to undertake a comprehensive brand building program for the company and chose the slogan 'Unlimited Freedom' for the same.
Commenting on these changes, company sources said, "Airtel's brand identity and campaign will now have a new younger and international look and feel that builds on the earlier positioning." |
Airtel - Positioning (And Repositioning)
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