After the busy schedule of 2 weeks, again I am back with some interesting and exciting facts about Advertising. I am very sorry from my readers for not posting since a week. Last time we discussed about the strategies of Bajaj and Hero Honda. But this time I am here with some different stuff.
Everyone knows that the logo of Airtel has been changed. And I know that everyone is thinking that why Airtel changed its logo and what was the strategy behind that. India's telecomm giant Airtel underwent a total makeover - it has a new logo, a remixed signature tune and a re-launched ad campaign. This massive investment has been made to create a new global identity for the Airtel brand. After global acquisition with Zain Telecom (African telecom company) Airtel felt the need to change its logo. Airtel is going to be a multi billion company worldwide. Airtel has acquired a whole lot of companies like Zain in Africa and Warid in Bangladesh. The company is trying to gain an international image -- a “new, modern, more friendly and accessible” image in the minds of all the users in these various countries. It has been changed in the supervision of advertising agency J Walter Thompson also known as JWT. It is first time after 15 years when company has changed its logo completely.
Just look at the NEW logo of airtel
And now look at the Old one
Which one is more attractive??
- The capital A has been replaced in the logo
- The red color is the prominent color in the new logo. Red color is for heritage, energy and passion.
- The lowercase is to signify humility.
- The font wants to showcase a dynamic force of “unparalleled energy”.
- Competitive Advantage: The new logo looks very similar to that of Vodafone and Videocon. Even the color and background makes it similar to Vodafone.
- Earlier Airtel’s logo was un-understandable by the people who don’t understand english, as the word Airtel was a part of Logo. Now, the logo provides global advantage.
Now watch the New and Old TV ads of Airtel…
Which one is more appealing??
- The new commercials feature foreign models. It makes Airtel a global brand.
- The second Ad is the old one. The ad is very inspiring that correlates the past of telecomm industry with India
Now listen the New and Old Airtel Tunes
The latest Airtel TUNE
The Previous Tune
Which one is more pleasing??
For the rebranding of Airtel’s new logo company has spent Rs. 300 Crores. The new identity of the brand will be transparent all across India, Shri Lanka, Bangladesh, Africa and Seychelles.
Airtel with the new LOGO also has introduced a new positioning statement -- Dil jo chahe pass laye and what’s more, it even has a new JINGLE which is of course made by tweaking the old one and making it more techno. And let me say something – the old jingle was miles ahead. Melodic and pleasing.
Whatever rebranding Airtel is doing under the supervision of JWT, but as per me it is not going to effect Indian market favorably. In my eyes the old logo was more catchy and old tune was more pleasing and melodious. And as the airtel is endorsing only the foreign models in its Ads, it may adversely effect the brand image. If airtel would have created another Ad similar to the Ad shown above the ‘Ad with old LOGO and tune’, it would have impacted the Indian market positively. India is known for its tradition and culture, so endorsing Indian models, showing Indian roads and buildings could prove to be more effective in the Indian market.
But, yes ofcourse the reframed Ad Campaign is significant in the Global Space and yes it will definitely bring advantage to the company on International Levels.
I usually says that Innovation has no bounds. Innovation always bring some positive results. And same is the case here that everyone can feel and smell the innovation in the reframed branding strategy of Airtel. Though its effect in India is under suspicion yet its significance on the Multinational Levels can’t be underestimated.
9 comments:
awesome work dear thanks 4 info
I think it would take time but eventually this will be a hit and popular among Indian audiences too, We Indians have a tendency of not accepting the new things easily.. But with time we start liking it.
Thanks for the valuable comments
Hi,
congratulations for the remarkable work.
Also, i agree with you that the previous tune was more melodious. It was so popular that the consumer would put it as his ringtone or dialer tone.
But, may i ask you for your say on following:
the color white and red are from very initial associated with Airtel, and vodafone later adopted them(from orange to pink to red), but we as consumers identify red color more with vodafone. And now, to me atleast the two brands have quite a same appearance. How would have Airtel considered this fact.
Another would be:
What is your take on the contest launched by Airtel to name is logo"a" ?
@Rashi
The question of Airtel considering this fact is more genuine.. so here the point is that has the airtel considered all that? And if yes then upto what extent. Airtel's creative partner is JWT and this creative agency is known for its remarkable work in this field.
So, we cant think of that this fact was taken care of or not, but ofcourse yes, everything was considered and thats why similar image has been given to Airtel as that of Vodafone. The main motive is to compete directly with Vodafone and reduce its growing popularity on global scale. Vodafone is already an international brand & airtel is going to be that. So red and white color is taken to indicate passion and energy irrespective of their same appearance.
The Name Game launched by Airtel is a part of bit innovation to seek the attention and response. Directly indirectly airtel is trying to get the response regarding its new logo... and that will be reflected in the form of names suggested by people. And one more motive is to create awareness and interest about its new logo, by giving it the name of contest... simply.
for an indian it would surely take a time to relate to but for global image this might have been a requirement.
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