Spend on customer service or brand makeover
Canada Goose Jackets Some experts have said the red and white colours are the same as the house colours of Vodafone. “The film is very generic and the promises are what any service provider would talk about. It is not really a differentiator,” says Dentsu India Executive Vice chairman and Chief Creative Officer Gullu Sen. Canada Goose Jackets
canadian goose jacket “Any good canada goose jacket outlet symbol should be describable; if you can’t describe it, you have lost half the battle,” adds Leo Burnett India National Creative Director KV Sridhar. “For example, the Vodafone symbol represents a quote or a speech blurb, and is therefore something that people can recognise. With Airtel you don’t know what the symbol is.” canadian goose jacket
Bharti Airtel is convinced it has got it right. The new symbol, says Kapoor, is an interpretation of the A in Airtel and shows the company’s willingness to embrace anything new.
cheap canada goose uk “The curve with the red highlights makes it more inviting and warm. It looks like a living object and represents the dynamic force that exists in our lives.” cheap canada goose uk
Canada Goose Online The Airtel logo is now in lower case, which is an attempt to show the humility that is required in a service brand. “And the red colour is a part of our heritage not only because it is auspicious in our environment but also because it’s truly vibrant and has played a role in our success thus far,” adds Kapoor. Canada Goose Online
cheap Canada Goose The Airtel signature tune created by AR Rahman some years ago, which has seen 150 million downloads, has been re crafted by the musician to support the new symbol and logo. cheap Canada https://www.canadagoosessale.net Goose
Airtel’s new identity, Kapoor feels, goes beyond telecom. So, in the future, if the company wants to get into new services, the brand image will not be a hindrance.
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The next few quarters will show if Bharti Airtel did the right thing or not. The timing should not be lost on you. Number portability will finally happen soon; lesser brands can prepare cheap canada goose to lose customers.
Third generation mobile services too will kick off soon. Companies like Bharti Airtel that have paid canada goose outlet sale a bomb to buy spectrum must ensure there is adequate return. The brand that positions itself canada goose factory outlet toronto location right will walk away with the new business.
Canada Goose online With mobile telephony set to undergo a paradigm change, Bharti Airtel decided to be the first off the block with a new look. “When buy canada goose uk you change proactively you are more in control than when you are pushed into it,” says Kapoor. “It is for the right reason; so we are not apprehensive of the change.” Canada Goose online
Kapoor says there’s more to it.
The brand needed to speak to the youth better, value added services are gaining in size with each passing day, and the company is now global with operations in India, Africa, Sri Lanka and Bangladesh.
Bharti Airtel offers services under the Airtel brand in India and Sri Lanka, Zain in Africa and Warid in Bangladesh. In a few short weeks, all the geographies will move to the new Airtel. Once that is done, the brand will have annualised sales in excess of $13 billion.
How they did it
The work on the makeover started some six months back, before the Zain acquisition was announced, though it was on the cards. Earlier in the year, it called a pitch from the world’s top brand specialists. Four made elaborate presentations.
Canada Goose sale Finally, Bharti Airtel selected Brand Union. Actually, the company was no stranger to Brand Union the two had worked together on some projects since 2005. Canada Goose sale
In mid April, Brand Union for the first time met the five member Bharti Airtel Brand Council led by Kapoor. The agency was given the makeover brief but with the caveat that the red colour should be retained.
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Bharti Airtel had beforehand touched base with its customers who said red was core to its brand identity. It took little time to figure out that it held tremendous appeal in other markets as well.
uk canada goose outlet “We did some research which showed that red was an incredibly positive colour in Africa. You look across a lot of the African markets and you see they have used blue and purple or green as important telecom colours. So red was a differentiator,” says Brand Union CEO Simon Bolton. canada goose outlet shop This was the starting point. uk canada goose outlet
Brand Union, in turn, wanted to know to what extent was Bharti Airtel ready to change on a scale of 1 to 5, 1 represented the canada goose outlet factory subtle changes Google makes and 5 the metamorphosis of British Petroleum into BP.
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The matter was put up to Bharti canada goose outlet hong kong Airtel Chairman Sunil Mittal. Top Bharti Airtel executives enjoy great autonomy except in four or five matters where Mittal’s concurrence is required; the brand is one of them.
“He made our task easier when he said that the change should range between 4 and 5,” says canada goose outlet store calgary Beotra. (Mittal it was who suggested that the brand should be written in lower case.)
The next task was to find a symbol something that Airtel lacked. “We were looking for one that was young, dynamic and warm. We wanted an identity beyond the way Airtel was written. The earlier logo was slightly older,” says Beotra.
The task wasn’t easy; in its attempt to connect with the youth, it could not afford to alienate others. The logo and the brand had to be inclusive.
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“We got huge inspiration canada goose outlet ottawa from the name Airtel. We played a lot with the thought of air and bubbles, openness, though in the end we got to something that we call the air curve it is abstract,” says Bolton.