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Airtel - Positioning (And Repositioning)
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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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