Name: Shariq Afaq (2008 -2010) Title: Advertising Strategy of AIRTEL Cellular Service and its Effect on Mobile

Users Executive Summary This report on Bharti Airtel is done to find out certain objective regarding the Advertisement strategic approach Adopted by Airtel to stand strongly in the competitive telecom market. Airtels Advertisement strategies are analyses using various models like SWOT analysis, BCG Matrix, porters five forces etc. The outcomes of these models are properly analyzed to find out the various aspects like companies position and competitors position in the market. This report on Airtel not just give description about the company but it also talks about the various marketing strategy adopted by the company. SWOT analysis of Airtel helps to find out the weak points of the company and to find out the way to overcome this problem. Similarly with the help of Porter Five Forces it can be finding that what are the different strategic options available to the company under the different market condition. And to find the answer that why company is looking for overseas market like Nigeria and Seychelles. Objectives: The Indian communications scenario has transformed into a multiplayer, multi product market with varied market size and segments. Within the basic phone service the value chain has split into domestic/local calls, long distance players, and international long distance players. Apart from having to cope with the change in structure and culture (government to corporate), Airtel has had to gear itself to meet competition in various segments basic services, long distance(LD), International Long Distance (ILD), and Internet Service Provision (ISP).It has forayed into mobile service provision as well. The objective of my project report is to study the advertising strategy of AIRTEL Cellular service and its effect on mobile users existing and who are going to use mobile service in future. In other words, my aim is to study the Advertising Effectiveness of AIRTEL Cellular service. Recommendations: By virtue of its connectivity and advertising strategy AIRTEL is successful in grabbing the highest market share in India, but there are still some recommendations from my study point of view is that AIRTEL needs to make its network service more strongesr than other service providers to dominate the market in future too. AIRTEL should introduce cheaper recharge cards than the other because its competitor HUTCH had introduced it. AIRTEL should sign more celebrities from cricket and bollywood. Findings Strategic alliance The Company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore in the company. The company also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector. The companys mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among others. The Company also has an information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements. Outsourcing The call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, and Teletech & Mphasis. Overseas Market. Airtel is looking for overseas market and already atarted operation in Nigeria and Seychelles. Competition Airtel is facing strong completion from MTNL and BSNL inspite of the fact they are far away from Airtel technologically but these two have a inside ranch in rural and urban area and have low tariff rates. Brand Ambassador Airtel has strong brand ambassador, Sachin Tendulkar, Shahrukh khan and A. R. Rehman, R Madhavan, Bidhya Ballan to promote the product and services. Conclusion:

The conclusion of my study is that AIRTELs Advertising has a major impact its users. People like its schemes very much .AIRTEL had created a very good image on the mind of the new users of cellular service. AIRTEL has adopted a very good strategy by providing a new connection with NOKIA who is market leader in mobile set, many new users buy Nokia sets and they get a free connection of AIRTEL. AIRTEL is successful in capturing the highest market share by adopting Celebrity Endorsement Strategy. A.R. Rehmaans tune for AIRTEL worked as free advertising for AIRTEL as another service user uses it too. Other celebrities like Shahrukh Khan (bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL.

Indias top 10 friend types

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http://www.campaignindia.in/Article/239173,airtel-reveals-new-global-identity.aspx

JWT has conceptualised the new campaign, timed to coincide with the brand relaunch and promote the brand's upcoming 3G services.

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. A press note from the brand informs that the new identity underlines Airtels 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

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

61

Airtel's latest campaign talks about its new look and new offers, such as live experiences on the go.
Telecom giant, Airtel, unveils its new brand identity in its latest campaign, and also talks about new offerings, which include mobile commerce and 3G services. The brand has also recently unveiled its new positioning, 'Dil jo chahe paas laye'.

Two television commercials created by JWT, the brand's creative partner, are currently on-air. The first TVC titled, 'Endless Goodbye', shows a couple bumping into each other repeatedly after having said their goodbyes. The TVC begins with a couple who looks very sad as the young man is leaving. However, the very next moment, he finds the girl in a nearby caf and is very excited to see her. Later, both walk down a street. They say goodbye to each other and the girl turns away, only to meet the man again, who comes in a cab. The girl hops into the taxi and both of them leave together. Then, the man asks the cabbie to stop the taxi and gets out, bidding adieu to the girl inside. The next instant, the girl comes running towards the man and hugs him. The TVC then shows the couple happily walking across the city. They enter a metro station and once again are very sad, as the young man boards a train. As the train leaves, the girl once again meets the man on the platform and happily hugs him. The TVC ends with a voiceover saying, "In Airtel's world, you'll never be away from your close ones. Dil Jo Chahe Paas Laye."

The second TVC titled, 'Street Performer', opens with a man dancing to the tune of Airtel's official ringtone. Next, a girl walks down the street; she stops as she sees the young man performing interesting dance moves. The girl stays for a while to watch him dancing; but leaves when she checks the time on her watch and realises that she is getting late. The man, who is still dancing, stops and finds that the girl has left. So, he follows her and catches up with her. He continues dancing while the girl is walking. The TVC ends with a voiceover stating that in Airtel's world, entertainment will never stop, followed by the tagline, 'Dil Jo Chahe Paas Laye'. Mohit Beotra, head, brand and media, Bharti Airtel, says, "The TVCs showcase our new services and the new brand value of Airtel. The TVCs will be on-air for four to six weeks and will be followed by other campaigns, wherein we shall talk about more exciting and new services we have for our consumers." For Maneesh Rangra, executive business director, JWT Delhi, the idea was to talk to consumers directly, by creating a different experience in the telecom space. The motive was to say that Airtel is one of the biggest brands, which caters to anyone, anywhere and at anytime. Speaking on the TVCs, Adrian Miller, chief creative officer, JWT Delhi, says, "It was very clear from the beginning that we wanted to talk about new offers and the new Airtel. The TVCs reflect all that the new Airtel is about, as well as the brand's new proposition. We went through a lot of internal work and achieved what we all love." The planning team includes Didi Sutishna, executive planning director; while servicing includes Nitika Aggarwal, associate vice-president and Protyusha Singh, account director, in addition to Suprotim Day, who is films head. Mission Accomplished? With a new look and a new bagful of goodies, has Airtel been able to connect to its consumers?

For Ashish Khazanchi, vice-chairperson, Publicis Ambience, it's a bold step from the advertiser and the agency to generate buzz about an ad, before it is actually on-air. He adds, "I personally prefer 'Endless Goodbye' as a film, lots more than 'Street Performer'. I always believe that the more complex the technology, the more you stay away from ads that make it look hi-tech. This is a neat emotional angle to a very big technological advance. This country is a sucker for such romance, never mind the 'firang' setting. The 'Street Performer' ad is very well directed too."

However, Khazanchi believes it's an idea that one might have seen before. "Both the commercials are going to generate more talk in the days to come. There are going to be Facebook fan pages and brand new caller tunes. But am I still missing a trick here? Is this the brand Airtel I have known all this while, or is it the shape of things to come?" According to Shweta Khosla, planning director, Grey, the TVCs have taken the brand promise of warmth and connection and given it a refreshing, desirable, premium new voice. Khosla says, "Not only are the stories a delight to see, they tell you what 3G does for you. For a nation that is unfamiliar with what 3G is, these films make it clear and will, for sure, create desire for it. The 'Goodbye' film is richer in story and emotion than the 'Performer' film; but the latter adds the fun dimension. However, the new logo doesn't live up to the films; it looks like Vodafone's brother."

http://www.campaignindia.in

Post the launch of its new thought 'Har Friend Zaroori Hai, Yaar' through a long-format TVC in August 2011, Airtel has released two new shorter-version commercials highlighting certain offers, with the now-familiar jingle firmly in place.

Taproot, the agency founded by Agnello Dias and Santosh Padhi, continues to be the agency behind this campaign. Commenting on the new TVCs, and whether we will see more of this campaign in this format, the Airtel spokesperson said, "Our new Campaign 'Har friend zaroori hai, yaar' (HFZHY) has captured the imagination of the nation, establishing an intuitive connect with all age groups and going beyond metros into tier two towns and more. We are now ready to usher in the next phase of this campaign. We will now introduce innovative products from Airtel through delightful short stories of different types of friends. We call these short films shorties affectionately." Explaining the films, the spokesperson said, "The 'F1' shorty is a humorous story of friends longing to watch the F1 race. This introduces 'The A-ticket' which promises the experience of a lifetime at the forthcoming Airtel F1 Grand Prix of India. The 'Kanjoos' shorty is a light-hearted take on, well,a 'Kanjoos' (stingy) friend in an easy to relate to situation in our daily life. And it'll introduce 'special night calling packs'."

Har ek friend zaroori hota hai' advertisement is clearly the best Airtel has expressed itself in a long time. The country's largest mobile operator's numerous campaigns in the past 34 years including its around Rs 300crore rebranding, complete with new logo and signature tune, in November last failed to match the buzz that Vodafone's Zoozoos, pug and Idea's 'What an idea, Sirji' created. Then came the friendship campaign last month and it brought Airtel back in the limelight. And back of a 31% fall in the last quarter of 2010-11.

http://www.afaqs.com

'Dil jo chaahe paas laaye' has a new twist, with 'Har ek friend zaroori hota hai'. The latest commercial for Airtel aims to make the brand trendier for the youth, while attempting not to alienate its older target audience set.
The brand is in the news again, this time for a campaign that takes its positioning 'Dil jo chaahe paas laaye' to the next level. In December last year, Airtel had made headlines with its rebranding effort, underwent several strategic changes, and launched initiatives such as the 'name the symbol' contest.

In what is the first thematic brand campaign after that effort, Airtel is now positioned as the brand that embodies friendship, and helps all sorts of friends connect with one another. The line that encapsulates this thought goes 'Har ek friend zaroori hota hai'.

The commercial has vignettes of different kinds of friends one has, and how the presence of each one is necessary in some way or the other. A jingle penned by film lyricist Amitabh Bhattacharya, makes use of 'Hinglish' and popular youth lingo, and has the story of different categories of friends, such as the one who wakes one up during the wee hours for help, or another who may give you company during your financial crunch days. Then, there are friends who are forced, effortless, classroom friends, bike-ride friends, shopping and 'exam hall copying' friends, movie buddies, the 'hi-bye' variety of friends, etc. The jingle ends with 'Har ek friend zaroori hota hai', and with the message that Airtel keeps one connected to their friends. Created by TapRoot India, the film has been directed by Ram Madhvani of Equinox Films, while the music has been composed by Ram Sampath.

The task here was to make the brand more contemporary and youthful without alienating or compromising on Airtel's older audience set. "We stayed clear of the 'preachy', and in this ad, launched more of a casual conversation, the 'across-the-table' variety," says Agnello Dias, co-founder and chief creative officer, TapRoot India. "We could have

done a bookish, moralistic story, but chose the creative delivery to be the 'chat on a park bench' kind." This kind of tonality could perhaps be compared to recent movies such as '3 Idiots' or the Munnabhai series. 'Friendship' as a premise has been touched upon by other players in the category previously, such as Virgin Mobiles or Tata Docomo. Airtel attempts to go beyond frivolous fun, and continues to base its new slug around what it largely stands for -- human connection. "Perhaps what changes is the tonality slightly -- from deeply sentimental to a more vibrant one that includes the younger lot," Dias opines. "There is a difference in people admiring you, and wanting to hang out with you. That is what Brand Airtel is doing now -- going beyond the admired brand, and becoming one that the youth wants to hang out with." The brief was to get the brand to step down from the pulpit and 'go to the back bench of the class'. Further, Dias adds that while the whole urban city, youth-ism route is a relatively easier one to take, the real challenge was to make it edgy, memorable and relevant without being the senseless 'bubblegum' variety. Young, not frivolous The communication, although zestful in its tonality, doesn't attempt to alienate its older generation of users, as friendship and the need for different kinds of friends is something that could perhaps be age-agnostic. "We could probably do a retirement plan pack film after this, and still use the same thought," muses Dias.

Mohit Beotra, head, brand and media, Bharti Airtel says, "Airtel is too much of a leader brand to go for a challenger's strategy of narrowing its TG (target group) so finely to the youth. We will never chase an audience set at the expense of another important target set." Having said that, he adds that Airtel has major plans to shift its business towards data products significantly and these are more used by the youth. Hence, the air of youth-ism has been injected into the brand to rope in this demographic group, but the attempt has been a careful one, so as not to let go of Airtel's loyal slightly older base. The insight used here was simple: everyone has a different set of friends at a particular time in life, and technology and mobile phones connect a person to all of them. Even the jingle, launched in the form of an anthem, was made

out to be raw and edgy to bring out this thought. To add the fresh angle, composer Sampath was briefed to avoid musical instruments and make use of typical 'college setting' sounds such as desks banging, chairs thumping, clapping and cheering, or even a dustbin for producing metallic sounds. The film has been shot in Sophia College for Women, (Mumbai), Gamdevi police station, Filmcity, and other locations in Mumbai. The commercial is being supported by outdoor, radio, press, cinema advertising, on-ground initiatives and web media. A Facebook App has also been launched, which is presently running a contest inviting people to come up with different type or categories of friends (and tag their friends there), and the most unique answers shall have the winner get himself a trip to Las Vegas, among other prizes. The application received a creation of over 8,000 'friend types' within the first four days of its launch.

Your friendly next door brand The commercial is largely well-received by the ad fraternity. Says Ramanuj Shastry, chief creative officer, Saatchi & Saatchi, "Generally, if one is dealing with a vast brand such as Airtel, if one veers towards the youth, it loses the family focus, and vice-versa. But, Airtel has that risk covered as long as it continues to focus on its promise of 'bringing people closer'." Clearly, that has been captured in this communication, he feels. "Brand coherence is more important than brand consistency and Airtel scores on that front as it is coherent and relevant." The foot-tapping jingle and slice-of-life tone of voice is all a plus, Shastry adds. Ashish Khazanchi, vice-chairperson and national creative director, Publicis Ambience, tells afaqs!, "I think Airtel finds the sweet spot after quite a while. I have a feeling a lot of advertising people will hate it, but you will see Facebook and the youth buzzing with this. Airtel goes back to being the kind of brand that it always was: inclusive, unpretentious and uncomplicated." Khazanchi further adds that he loves some of the vignettes captured in the film, and predicts that the text/BlackBerryhappy 'tweens' are going to be sending this ad to each other a-la Friendship Day cards.

What a Rahman and a Shah Rukh Khan could not do for the brand Airtel, the latest campaign, Har Ek Friend Zaroori Hota hai, has done. The campaign has caught the imagination of the youth, biggest users of the mobile phone and it has really become one of the most talked about brand positioning in the social media of all forms. Coming at a time when the brand Airtel has not had a good report card for the June 2011 quarter, the song has become a Manna from heaven as it has pushed all the negatives associated with the brand and has created a halo around it, a halo that is shot through and through with friendship. Indeed for the youth of the present times, as also for that matter, those who are in their early forties and late forties as well, the value and idea of friendship holds much more importance than the blood relatives. The campaign has caught imagination as it has touched this basic edifice of present day life. As the economy has expanded, has evolved, it has also pushed people to move out from their comfort zones to eke out their living, and in the war zones that they land in, it is the shield in the form of friendship that helps them tide over all forms of crisis that they face. The campaign has been designed in such a manner that it provides identifiable links for all kinds of friends that an individual has in his or her life, as one has different kind of friends for different situations, and the campaign is a trip down memory lane for a relationship called friendship. Indeed after a really long time, Airtel has come up with a campaign that is really worth its merit. One thing that has happened after the advent of the communication companies in our country is the smart advertisement campaigns that are released into the market to establish the brand identity, as also bonding with the brand. In the recent times, it was the Idea that was dominating, but the ode to friendship has pushed all other campaigns associated with a brand of communication to back stage. It would be a really tough job to haul and set aside the idea of friendship through a brand, and one can only say that when the ode to friendship is replaced eventually, it would again be done through focus on another aspect of relationship in our lives. After all, we live and die for relationships. http://www.bestmediainfo.com

Airtel charts out the friendship way in latest brand campaign

Crafted by Taproot India, the TVC is catching on the frenzy fast among audiences; watch the TVC here. Neha Sariya | Delhi | August 23, 2011: What all possible reasons can you think off for a friendship? To pay your canteen bills, or to help you out sneak out from college hostel or to lend you a bike?! Whatever it is, the bottom-line is that this human emotion is existent in our lives as any other important relationship. And bringing the same idea forward, telecom major, Airtel has unveiled its new brand communiqu, har friend zaroori hai, yaar. While the AOR for the brand is JWT, this particular campaign is the brain-child of Taproot India. The TVC that broke out last week on-Air is the manifestation to the different roles that friends play in ones life knitted in a catchy and tongue- murmuring jingle. Speaking about the campaign, Agnello Dias (Aggi), Chairman & Co-Founder TapRoot India avers,We stumbled on this while talking to many teenagers across the country. That as you grow older your family becomes more like your friend. We have more relaxed, comfortable, friendlier relationships with in-laws, parents, extended family etc. BUT when youre in your teens, your friends are your only family. You live and die for them.

Thus as they say, that it takes all types to make the world, but it takes all kinds of friends to complete the circle of life, the agency zeroed in the idea of a lyrical commercial that embedded the different facets appealing to the youth of today. The catchy jingle has been penned down by Amitabh Bhattacharya (Dev D fame), whilst the tune is of famous Bollywood compser, Ram Sampath, whose latest flick is Delhi Belly. Santosh Padhi (Paddy), Chief Creative Officer & Co-founder, Taproot India exclaims the reason behind choosing this subject as he exclaims, The objective set was clearly to make the brand tone and voice younger by several notches but without alienating the rest of the world. So while the brand had to retain its larger life truth core we interpreted contemporary philosophy as the new brand voce going forward. The commercial was shot all over Mumbai in the middle of the torrential rains. Thus it took around four odd weeks for the agency to garnish the finishing touches to the commercial. As there are several versions of the TVC including the 100 seconds to several break downs and edited adaptation. Since its a TVC based on the theme of friendship, Aggy and Paddy shared that during the shoot, an entire eco-system of new friendship circles among the cast cropped in as the entire crew was submerged heavily in this emotion. Besides a TV spot, the agency has also released a fully fledged thematic national outdoor campaign in eight languages. And thats not all, as Taproot as some more activity planned for the brand as Paddy gushes, Well this is the new brand space as of now. So anything we or anyone else does should be rooted in this space. There will be more stuff for sure. But what exactly, you will have to wait and watch. Outdoor ads:

The telecom giant went under a rebranding exercise last year with a promotion of its offerings, including mobile commerce and 3G services.

Kanjoos & F1 friend

To take the brand connect further, Airtel has unveiled two new TVCs, created by Taproot India, extending the friendship theme Neha Saraiya | Delhi | September 27, 2011 Airtels popular campaign Har friend zaroori hai, yaar released a month back focusing on the theme of friendship has been a huge hit, if numbers are to be believed. The campaign, conceived by Taproot India, has already clocked around 2.27 million views on YouTube; the video has been shared over 81,000 times on Facebook; and it has mentioned by over 20K tweets, making for a Twitter reach of 11.14 lakh! Not only that, the Facebook application of the commercial has seen 4,80,000 visits so far and as many as 86, 000 people have used the campaigns app, with the number of people tagged through it reaching over 1.5 lakh users. The number of downloads for the commercial in August escalated to 116,923 downloads. To take the brand connect further, Taproot India has released two more TVCs of the campaign Kanjoos Friend and F1 Friend. While the previous ad etched upon various avatars of friends including gaana buddy, chai buddy, forced friend, chat room friend and class room friend, the new commercials focus on the themes of miserliness and Formula 1 racing. Watch the TVCs here: The Kanjoos Friend ad is a light-hearted take on the habit of giving missed calls in order to save every single penny. The TVC talks about the special night calling packs from the telco. The second TVC, F1 Friend, is a humorous story of friends longing to watch the F1 race. The TVC introduces the A ticket which promises an entry to the forthcoming Airtel F1 Grand Prix at Noida. Airtel is the title sponsor for Indias foray into F1 Grand Prix racing. Commenting on the new piece of communication, Airtels spokesperson said, We find that the buzz created by our last campaign has triggered a new way of driving conversations. For instance, people have gone ahead and used the very real and relevant HFZ brand idea to create their own spoofs on the anthem, e.g., har boss zaroori hota hai, etc. Agnello Dias, Chairman & Co-Founder, Taproot India, told BestMediaInfo.com, We have powered the Har ek friend Zaruri hai campaign with a more product-centric communication message this time. Aggie also shared an anecdote that occurred during the making of the ad. He said, In the F1 commercial, the sound created by the youngsters through loudspeakers and hair dryers was so real at one point that we had to request the actors to make it a little less real! While the original TVC was directed by Ram Madhvani of Equinox Films, the new TVCs now on-air have been directed by Ayappa from Footcandles Films. These two TVCs will be followed by a couple of more short films along with some innovation on the digital front.

Besides the TVC, Airtel is taking multiple initiatives around the Formula 1 event during the festival season. Like a Simulator Challenge wherein several roadshows will be conducted with a Simulator/X Box console game across top 6 metros covering malls, colleges and pubs. The player with the highest score gets to win The A ticket. It will also conduct the Airtel grid girls programme wherein the company will hunt for 48 girls who would become the face of the race on the racing circuit.

With love to all BOSSES!!!

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Koi Gyan ka ghoomta phirta satellite, Koi din raat rakhe team ko tight.. Koi welcomed hai koi forced hota hai,

Par har ek BOSS zaruri hota hai..

Koi Bossy BOSS, koi friendly BOSS, Koi Data crazy XL BOSS.. Moody BOSS koi gloomy BOSS, Early morning office aane wala BOSS Koi late night jaane wala BOSS..

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So what kind of Boss you are or you have must comment!!