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About AirTel
Bharti Airtel Limited commonly known as Airtel, is an Indian telecommunications company that operates in 20 countries across South Asia, Africa and the Channel Islands It operates a GSM network in all countries, providing 2G or 3G services depending upon the country of operation Airtel is the fifth largest telecom operator in the world with about 230.8 million subscribers across 19 countries at the end of June 2011 Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony in India, and is also a provider of broadband and subscription television services It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance
Brief History
Sunil Bharti Mittal founded the Bharti Group In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh
History(Cont..)
In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta In 2004, Bharti acquired control of Hexacom and entered Rajasthan Today, Airtel is the largest cellular service provider in India and fifth largest in the world
Worldwide Presence
Initial Branding
High tariff rates Cellular players had to impose high call charges on their customers Initial tag lines. Airtel celebrates the spirit of leadership The first choice of the corporate leaders Targeted the elite, up market professionals and entrepreneurs as customers.
Bharti AirTel decide to humanize the brand AirTel to gain competitive advantage.
In 2002, Airtel signed on music composer A R Rahman and changed its tune to Live every
Express yourself
Youth icons like SRK and Sachin were brought in
AirTel Live A multi access entertainment portal on the mobile with the most comprehensive content in the spheres of movies, music, sports and mobile game. AirTel Music on Demand signifies that the customer can listen to the music of their choice, anywhere.
Brand Ambassadors
Rebranding
Airtel rebranded itself in India in the first phase of a global rebranding strategy. The company unveiled a new logo with airtel written in lower case. Designed by London-based brand agency, Brand Union, the new logo is the letter 'a' in lowercase, with airtel written in lowercase under the logo
Perpetual Mapping
Co-Branding
Umbrella Branding