Airtel - Positioning (And Repositioning)

REPOSITIONING AIRTEL Contd...

Bharti also created a new logo for the Airtel brand, which had red, black and white colors with ‘Airtel'enwrapped in an eclipse. The tagline ‘Touch Tomorrow'was placed below in a lower case typography to convey a warm and informal style (Refer Figure I).

FIGURE I
THE NEW AIRTEL LOGO AFTER THE TOUCH TOMORROW CAMPAIGN

Source: www.rayandkeshav.com

The campaign was first rolled out in the states of Karnataka, Madhya Pradesh, Himachal Pradesh and Chennai. As a part of this campaign, Airtel also shifted its focus from SEC, audiences to SEC B audiences. The company also increased its Touch Point network (Airtel's shop-in-shop points at various departmental stores and lifestyle establishments).

In line with its repositioning efforts, Bharti also revamped the entire Airtel network including Airtel Connect centers. As a part of this, Bharti focused on giving a contemporary look to Airtel Connect centers with e-kiosks, facades, collaterals, signages and merchandising material. It also changed the color scheme of these outlets by adopting a coordination of red, black and white to give the outlets a soothing, soft but classy look. The dress code at these outlets was also changed. Men wore black trousers and a white shirt bearing the Airtel logo with and a red tie. While women sported red tops and black trousers with ivory, schiffon scarves.

While the Touch Tomorrow campaign was still running, Bharti announced a major brand restructuring exercise at the corporate level. This was done in order to facilitate its entry into new areas of the telecom sector and establish itself as a global telecom brand.

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