Airtel reveals new global identity

Airtel has unveiled its new global identity yesterday as part of its global expansion plans, which will be rolled out across 19 countries in Asia and Africa. JWT has conceptualised the relaunch campaign, which has broken on air yesterday. Brand Union, London has created the new global identity. It may be noted that this is the first campaign that JWT has produced after the telecom brand awarded its creative mandate to the WPP owned agency. 

Announcing the roll-out at a press conference in New Delhi yesterday, Sunil Bharti Mittal, chairman and managing director, Bharti Airtel said, “Today, as we expand on the global stage, this new brand identity gives us the opportunity to present a single, powerful and unified face to our customers, stakeholders and partners around the world. It reinforces our promise to deliver innovative services and a superior brand experience to our 200 million customers across Asia and Africa.”    

(Pictured L to R: Sunil Bharti Mittal, chairman & MD, Bharti Airtel,
with Sanjay Kapoor, CEO, India & South Asia, Bharti Airtel)

A press note from the brand informs that the new identity underlines Airtel’s willingness to embrace everything that is new. It further states, "The red colour, which is an integral part of the brand, continues to represent the energy and dynamism that has made Airtel the success it is today. The new curved addition to the logo is a symbol which will help ensure instant recognition across diverse international markets." The Airtel signature tune has also been refreshed by A R Rahman. The press note added that the new tune retains the essence of the original but uses an inspiring musical style, with a universal appeal, that will be loved by listeners the world over.

The unveiling of the new identity also marks the 200 million customers milestone for the telecom service provider. For its customers in India, Airtel also announced that it was on course to launch its 3G services by the end of the year.

JWT's campaign that coincides with the roll-out of the new brand identity makes a case for the brand's upcoming 3G services. Shot in London, the new TVC conceptualised by JWT Delhi's chief creative officer Adrian Miller, shows a couple bidding goodbye to each other. They keep bumping into each other immediately afterwards, constantly; a creative device that looks at demonstrating the ability of Video calls with the upcoming 3G service expected to be launched soon.

Talking to Campaign India, Adrian Miller, chief creative officer, JWT Delhi said, "The entire relaunch exercise has been a two to three month process. The brief was to reposition Airtel in line with its new identity and its brand parameters." 

Miller adds that they will be rolling out more commercials as part of the relaunch campaign, which will focus on other aspects of Airtel's upcoming 3G offering. The TV commercial will be supported in the launch phase by cinema and print among other support media.  

Credits:

Creative :

Chief Creative Officer - Adrian Miller

Servicing :

Executive Business Director - Maneesh Rangra,

AVP - Nitika Aggarwal,

Account Director - Pratyusha Singh

Agency Producer :

Vice President - Films - Suprotim Day

Film Director : Philippe Andre

Film Producer : Dominic Wilcox

Film Production Company : Independent Films Ltd