The ad simply plays on the emotions.

The motto is once again

to ring the emotional bells of we sentimental Indians and it
suceeds once again
We see Mahatma Gandhi, Martin Luther King, Winston
Churchill, Sachin Tendulkar, Lata Mangeshkar, Dalai
Lama, Nusrat Fateh Ali Khan, an old nun and Berlin Wall
collapse. Each clip is an actual video of a moment that altered
our history. The taglines with each clip are deeply touching.
Sample this:
Churchill- Two can win a war
Sachin-One finger can break a billion hearts
King- One dream can change the world
Khan- Some can dissolve boundries
Lama-One whisper can inspire hope
Lata- One voice can move a nation
Berlin Wall collapse- One act of defiance can spark a revolution
 At the end of it we hear the

Signature A R
Rehman Airtel tune
and many candles coming together to
form a giant sign of peace. The final
tagline is: That is the power of Human
Expressions. It is so true. Expressions,
open and subtle can change our lives
forever.
 X

Airtel Global Service Service Airtel Customer List

Overview Infrastructure Overview Delivery Advantage

SYNDICATE NO. – 11
DHAVAL PATEL (08020541093)
PRIYESH RANJAN (08020541097)
NANDINI KHEMANI (0802041089)
SANJIT KUMAR (08020541105)
SUMAN NIMAI (08020541112)
Enterprise Services | www.airtel.in
PURNENDU KUMAR PATRA
(08020541099)
Integrated Telecom Company

Wireless Services  Enterprise Services

–2G/3G – Carrier
–Rural Market – Corporate

Telemedia Services  Passive

–Fixed Line Infrastructure
–Broadband – Bharti Infratel
–DTH – Indus Tower
Bharti Enterprises - Organization Structure

Sunil Bharti Mittal

Group Lead Directors

VC : Director :
MD : MD :
Rakesh Bharti Mittal Badri Agarwal
Akhil Gupta Rajan Bharti Mittal
Comm & Media Insurance & Finance
Telecom Retail Project
Devices Software /BPO
Agri Business
Reality
Mobile Services
Telemedia Services
Enterprise Services
Bharti Airtel Ltd- Organization Structure

Sunil Bharti Mittal

Joint MD & CEO

Manoj Kolhi

President President President

Sanjay Kapoor Atul Bindal David Nishball
Mobile Services Telemedia Services Enterprise Services
Corporate / Carrier
Provide GSM Services Telecom Infrastructure
Development within city , Telecom Infrastructure
to SMB & Retail
provide Broadband , Development across
Customer
Fixed Line –DELS ,PRI Country ,Backbone
BRI , DTH Services provide Data Services like ILL,
etc to SMB & Retail PTP Leased Line ,IPLC ,MPLS
Customer ,IMPLS,VSAT Services to
only 1400 Corporate in India
Journey from GSM Service Provider to Global Telco
2007-
2008
2006-07 DTH TV,IPTV

International POP’s,
Cables, NNI’s with

2005-06

Pan India Mobility presence.

Services on Sea-Me Wea 4
2004 launched

Joins the Sea-Me-Wea 4 Consortium.

Enterprise SBU formation. BB Service
2002-03 launch.

I2i launched with Singtel,

Expansion of Mobility & Wire
2001 line circles

Got Lisence for NLD Rollout

1998- 2000 on own back bone, ILD with
VSNL,

ISP and VSAT Player,

First Fixed Line Roll out
Bharti Airtel Ltd- End to End Telecom Portfolio

Data & Internet Voice Services

Services

e-business
Mobile Services
Customized
Integrated
Satellite Services Solutions

Enterprise GSM Applications Centrex / Widex PAMA / DAMA Co-Location/Managed Hosting

Internet GPRS Based Voice VPN Business Continuity GSM Based Call Center Solution
BIT
IPLC Applications Local Toll Free & Recovery Services (BCRS) Integrated WAN Solutions across Hybrid
Satellite Based IPLCs
Leased Lines Business Solutions PRI Service Web Hosting Services Media
VPN
ATM VAS DELs Value Added Services International Managed Voice Solution
MPLS , Int MPLS BlackBerry® Audio Conferencing ASP Services (IMVS)
DSL Variable IPLC TDM Voice Minutes
Value Added
Services
Bharti Airtel Logo History

The Previous Logo

This Logo was used This Logo was The Previous Logo
was not attractive
for all the services used by Airtel interpreted Airtel
Enough and did not
since it was a logo when it launched was only a GSM
communicate Brand
of Holding Company. GSM Services in Service provider
Values .This Logo
Delhi in 1995 and lacked the
was used when
Did not give Brand & essence of Airtel
Bharti got GSM
Visibility of the as a Global TELCO.
Licenses in 23
offerings This is the Latest
Circles
Logo which Lacks
the punch Line of
“Express Yourself”
Bharti 2010 Vision

“By 2010 we will be the

most
admired brand in India”

• Loved by more
customers
• Targeted by Top
Talent
• Benchmarked by
more businesses
Airtel Marketing Strategy
Business Process Management
Process innovation and continuous improvement through people involvement
Problem investigation by “fact based-root cause analysis”

Customer Defined Business Process-

Based on the customer specific , Airtel have webbed many business process on
the following concepts:
Delivery time
Turn around time
Lead time
Time to market
Other performance indicator
CONTD……..

Result Oriented Approach

Each process has been designed by first planning the
desired result. The target customer are then arrived at
through identification of the following :
The next customer and the end customer expectations ,
quantifiable purpose of the process and key result areas,
past experience “what went wrong and can go wrong”
 SEGMENTATION

Basic segmentation is done on the basic of regulatory

norms
-Telecom Circles
Then state is further divided into three category on the
basic of the geography i.e.
Class A
Class B
Class C
Customer Grouping

True Friends
Serving the True friends ….With
Profitability

Aim to…
Attain new customers and increase the number of relation
ships
Increase the profitability of those relationship
Increase the duration of profitable relationship

……..Increase the customer lifetime value

 TARGETING

Every one is target

Elite
Upper market professionals
Entrepreneurs with Business Plans
Low-income mass categories
Youth with Youth Club
Targeting women and senior citizens by introducing postpaid
connection.
POSITIONING
 SIGNIFICANCE OF EACH TAGLINE
'Power to keep in Touch‘

YEAR- 1995-1998
SIGNIFICANCE-
-- The tag line 'Power to keep in Touch' used in the brand promise
was designed to make the user feel 'in control…powerful'
-- Positioned in premium category aimed at elite class of society.
-- Perception of inspirational and lifestyle brand
REASON FOR CHANGE-
-- Now, cellular service operators could drop their prices and
target new customer segments.
-- As the category developed with prices going down sharply,
Airtel began talking to a wider spectrum of potential users. This
gives the birth to the new Tagline.
SIGNIFICANCE OF EACH TAGLINE (Conti…)
'Touch tomorrow’

YEAR- 1999-2001
SIGNIFICANCE–
-- Airtel started talking to new segments by positively positioning and
establishing itself as a brand that improved the quality of life.

-- New look and the feel of the brand tagline indicated the core values of
the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE-
-- Airtel started to look from a regional level to pan India position
-- Rediffussion DY&R, which is the ad agency that took charge of revamping
Airtel's brand image thought, To become a Indian leader, Airtel need to
change its tagline .
SIGNIFICANCE OF EACH TAGLINE (Conti…)
'Live Every Moment'

YEAR– 2002-2003
SIGNIFICANCE—
-- This was the first time A R Rehman had agreed to work for any
brand, anywhere in the world. The music from the commercial
became the most downloaded ring tone in the history of
telecommunications.
-- Tagline denotes that each and every person in India live every
moment (emotions, feelings etc.) of the life with Airtel.
REASONS FOR CHANGE–
-- Rediffussion DY&R, which is the ad agency that took charge of
revamping Airtel's brand image again changed the tagline to give
better tagline to Airtel which catches some emotional appeal.
 SIGNIFICANCE OF EACH TAGLINE
(Conti…)
'Express yourself’

YEAR- 2003-2008…….
SIGNIFICANCE—
-- 'Express yourself' was successfully launched taking the
ownership of the entire space of communication and
strengthening the emotional bond Airtel enjoys with its
customers
-- The masterminds behind the 'Express Yourself' campaign are
the joint vice-presidents: Mr. Prashant Godbole and Zarwan
Patel.
-- Airtel is a market leader in the cellular network and they
wanted a very fresh and contemporary idea to build a brand
image which their customers could identify".
 JUSTIFICATION OF TAGLINE

• To justify this tagline Airtel comes up with an ad commercial

which become popular among the people
 BRAND AMBASSADORS

2002 3 OCT, 2003

Signed as B.A for Vidya/Madhvan, 23rd 2006

Airtel april/2nd feb,08
 AMBASSDORS

SHAHRUKH KHAN
YEAR- 2002
REASONS—
-- According to Mr. Atul Bindal, Director & Group Chief Marketing
Officer, Shahrukh Khan’s core values of being a self made actor with his
success & glamour .

SACHIN TENDULKAR
YEAR- 3rd Oct, 2003
REASONS–
-- According to Mr. Atul Bindal , Sachin Tendulkar’s dedication, innocence
and performance are today seen as a driver of self-identification amongst
the masses.
-- "Sachin and Airtel both are leaders having similar values and personality
traits like trustworthiness, friendliness, youthfulness and trend-setters,
 WHY REHMAN,SACHIN AND SHAHRUKH
TOGETHER?
YEAR– 2003-2007
REASONS--
-- All the three are the leaders in their respective fields, so is AIRTEL.
SACHIN - CRICKET
SHAHRUKH - MOVIES
A.R REHMAN - MUSIC COMPOSER
-- Sachin 1st, he is a legend of Indian cricket, not only a batsman, he is
a belief, a motivation - his mere presence brings so much to Indian
dressing room.
-- Shahrukh khan is one of the biggest movie star - Indian film Industry
has produced, he has the record of holding most number of awards
(including all categories)
-- A.R REHMAN Blasting music, classical songs at a very young age.
Popular among masses.
 REASONS (CONTI..)

VIDYA BALAN AND MADHAVAN

YEAR– 2008
REASONS—

-- Spontaneity and vibrancy are key attributes of Airtel. Vidya is

a hugely talented actress who brings a lot of freshness and
naturalness to any role. We are sure that these traits of Vidya
will have a positive rub off on the brand as well.
-- Madhavan is a big superstar in the southern region, now Airtel
picks him up to connate leadership.
 REASONS (CONTI..)
SAIF-KAREENA

YEAR– 2008
REASONS-
-- Bollywood real life couple Saif and Kareena are touted as the
powerhouse couple. Their public display of personal emotions,
fights, tattoos, love expression has done miracle. Like
filmmakers, advertisers are also running after them with bagful
of money to sign them for their products. The sizzling duo will
soon be seen in ample of ads and latest they will be seen in
Airtel ad.
-- They will replace Vidya Balan and Madhavan who has
mesmerized the audience with their sensuousness and on-
screen chemistry
-- According to a source, “Saif Ali Khan and Kareena Kapoor are
the hottest couple when it comes to brand endorsements
 Brand Building

rand campaign of the "power of human expression"

Campaign Objective :
The Mandate of the Campaign was singular – To pull the brand Airtel out of the morass of
Undifferentiated offerings.

To Create Brand Idea that increases preference for that intangible called “Brand” beyond
Tangible Product Features.

Position Airtel as a “Thought Leader and a Market maker “

Creative Strategy :
The creative Strategy arose from two key pillars, Firstly the creative task was to own a value
that moved away from cellular telephony cliché’s and transcended the narrow restriction of
category & Product

Secondly the Idea had to stem from the belief that only Strives to encourage people to
communicate their true Feelings, not just words but through exchange of Ideas and Emotions

Bharti Enterprises won two ”Silvers” for the Brand campaign of the year & the Best
advertising film at the prestigious Advertising Agencies Association Of India (AAAI) awards
 Brand Building

The 'Nigahen' Campaign

This Campaign attempt is to take the brand to the next level

The 'Nigahen' campaign will emotionally engage the consumer.

The film titled 'Nigahen' exhorts the consumer to express themselves and has put forth thought
"Dil ki baat bata kar to dekho This film took the brand to even greater heights and build
emotional connect with both existing and intending users.

The film has been dubbed in regional languages.

The 'Nigahen' Campaign Ad

Enterprise Services
Carrier I Corporate
 Brand Building

The ‘Where ever You are ' Campaign

Airtel's brand campaign “Wherever You are..... “on Mobile Services Oct 8 2004, consists of
three TVCs, all on the common thought of projecting network superiority.

The campaign will also carry a local flavor, in terms of vernacular versions,
visuals for outdoors from different regions.

The “Where Ever You are” Campaign Ad

irtel's brand campaign “Jao jaha Bhi karo Kuch bhi ”..... “.

Gaon Gaon Sheher Sheher Ad

 Brand Building

The ‘Black Berry ' Campaign

This was the First Ad released when Black Berry Services & Handheld was launched by Airtel
for the First Time in India
Black Berry First Time in India
Ad

“Airtel's Songcatcher ” Ads .

This was the First Ad released when Airtel launched Song Catcher Service again for the
First Time in India

Airtel Song Catcher Ad

Airtel Enterprise Service” Ads .

This was the First Ad AES which was Targeting CIO & CTO of Large Enterprise .The Ad focuses on
The Data Services like MPLS VPN , VSAT International Circuits & Seamless Connectivity

The Press ad has appeared in Economic Times and Business Standard, Business Today,
Times and Dataquest. The commercial is on air on CNBC, BBC, NDTV 24x7, HBO and Star Movies

Enterprise Services Ad
 Brand Building

The “Communication Dissolves Boundaries “ Campaign

Campaign Objective :
Mr Vittal brief to Redifussion RYR was “To come up with something around the notion
‘dissolving boundaries’ “ the only insistence was to keep it simple, profoundly human, and
easy to understand. .

Says Vittal, “It was this paradox of mobile phones as something aspirational and, at the
same time, people losing touch with their human side, that we decided to play upon.”

The company should be seen by consumers as one with a wide and efficient network, more
innovative, but also caring.

Airtel chalked out its branding strategy. Branding around the network platform was
identified as a key pillar, and the original idea that its network “bridges geographical
boundaries” floated.

Position Brand to be seen as a brand that is more iconic, which has greater stature and,
therefore, a play on the notion that Airtel as a brand bridges boundaries
 Brand Building

The “Communication Dissolves Boundaries “ Campaign

Redifussion RYR Strategic Ideas :
It took about five months before Rediffusion DY&R came up with the “right” idea — in the
process, some 40-odd scripts were discarded

K S Chakravarthy, former national creative director, Rediffusion DY&R and ad filmmaker,

who created the ad, says the original idea he came with was the setting on the India-
Pakistan border at Wagah.

There were soldiers with rifles, dogs and so on, and among the by-standers, a child kicks a
football, starting a game of football.” But when the ad was presented, Airtel reacted that
while it liked the idea of a “border”, the India-Pakistan border could be considered too
serious and complicated.

The agency then came up with the idea for the current ad with the two boys playing football
in no-man’s land, which was shot in the arid terrains of Morocco

The exotic location and the fact that we used a foreign language — a dialect of French
spoken in Morocco — helped the ad stand out and provided a more universal appeal
Brand Building

The “Communication Dissolves Boundaries “ Campaign

Outcome of the Campaign :

Ad scored 99 % In the Likeability Index

scored the highest (93 in ad reach index) in brand recall and awareness in Mint’s survey of
top ads in December

Communication Dissolves Boundaries

Ad
 CAMPAIGNS

The World’s Richest & Most Prestigious Half Marathon is

now the Airtel Delhi Half Marathon; in excess of 30,000
people will run together on November 1, 2009
-- To commemorate the occasion, music maestro A R
Rahman has prepared an exclusive Airtel Delhi Half
Marathon soundtrack, which was showcased to the media
and the gathering that included members of the
governing bodies and representatives from the various
partners to the event
 Airtel's Health Campaign

Leading mobile service provider Airtel and Wockhardt Hospitals together launched a `Good
Health Campaign' to mark World Health Day on April 7, comprising two health check-up
packages at discounts of 75 per cent.
-- Post-paid subscribers of Airtel can avail themselves of the Wockhardt master health check
at Rs. 799, against an original cost of Rs. 3,200. Also available as part of the campaign is
the Wockhardt Heart Check at Rs. 499, against Rs. 2,400,
"Grameen Mobile Puratchi"
Bharti Airtel unveiled the "Grameen Mobile Puratchi" campaign for the rural market
-- This scheme would benefit more than 45 lakh society members of IKSL(IFFCO KISAN
SANCHA COOPERATIVE LTD.)
-- Farmers would have five free Value Added Services under this scheme. The farmers will
have five free voice messages on mandi prices, farming techniques, weather forecasts,
dairy farming, animal husbandry, rural health initiatives on a daily basis

Apart from this they would also be able to call a helpline, 534351 for any queries. The pack
for farmers ranges between Rs 1,299 and Rs 4,000 along with the mobile phone,

Enterprise Services
Carrier I Corporate
 Airtel - Jai Hai Campaign

The USP is clear: feel proud of your country, and,

by, extension, Brand Airtel. The single-minded
focus is to cash in on the I-Day fever.
 Re Branding / A New Look

Airtel Customer Care Centre Airtel Relationship Centre

New Fresh Look of Airtel

MARKETING MIX
 Product
Airtel Pre-paid
Airtel Post-paid
Blackberry Wireless Handheld
Value Added Services (VAS)
The different value added services provided by Airtel are-
 Instant Balance Enquiry
 24Hr recharge Facility
 Caller line identification
 Call divert, Call wait & Call Hold
 Multimedia messaging service (MMS)
 Airtel Live Portal
 SMS based Information Service
 ..Contd

Hello Tunes & Ring Tones

Voice Mail Service
Easy Post-paid bill collection
Gifting of Ring Tones & Hello Tunes
GPRS

Business Solutions
 Price

Customer based pricing strategies.

Flexible pricing mechanism
Controlled by TRAI.
 Place

It has wide and extensive presence even in the

remotest areas
Airtel Customer Care Touch Points
Distributors like
E.g. Paan shops, grocery stores, chemists, outlet
etc.
Outlets
 Promotion

Large scale print and video advertising.

Big celebrities like SRK and Sachin are roped in to endorse the
product.
In 2002 Airtel got its Signature tune from A.R. Rehman, this
signature tune is perhaps the most downloaded tune in India.
Provides innovations such as Bollywood movie premiers, music
services such as ring back tones & many more.

BVIMSR
 ..Contd

"Friendz" pre-paid connection for youth," Ladies

Special" plan, Seniors plan.
Executives corporate plan(First to give prepaid in this
category).
Special discounts in calling rates & sms services.
Providing wallpapers and screensavers on website.
 Social Responsibility: A Helping Hand

BHARTI FOUNDATION, the philanthropic arm of Bharti Enterprises was established in 2000
with a vision "To help underprivileged children and young people of our country realize their
potential".

The Satya Bharti Schools program is a flagship program of Bharti Foundation under
which pre-primary and primary-level schools and senior secondary and vocational
training schools will be “ temples of learning, radiating knowledge and excellence” for
underprivileged children.

Bharti is in the process of setting up 500 primary and 50 senior secondary and vocational
training Satya Bharti Schools

Commitment to provide quality education to the poorest of the poor, with a special focus on
the girl child, in fact Bharti pledges that “no child will ever be refused admission in any
Satya Bharti School because their parents cannot afford to pay the school fee.”
 Social Responsibility: A Helping Hand

BHARTI FOUNDATION, the philanthropic arm of Bharti Enterprises was established in 2000
with a vision "To help underprivileged children and young people of our country realize their
potential".

The Satya Bharti Schools program is a flagship program of Bharti Foundation under
which pre-primary and primary-level schools and senior secondary and vocational
training schools will be “ temples of learning, radiating knowledge and excellence” for
underprivileged children.

Bharti is in the process of setting up 500 primary and 50 senior secondary and vocational
training Satya Bharti Schools

Commitment to provide quality education to the poorest of the poor, with a special focus on
the girl child, in fact Bharti pledges that “no child will ever be refused admission in any
Satya Bharti School because their parents cannot afford to pay the school fee.”
 Bharti Airtel Today: Feathers in the Cap

Bharti Airtel is the “Best Emerging Market Carrier” - Telecom Asia Awards 2007
Bharti Airtel had won the ‘Best Indian Carrier’ for two consecutive years - 2005 &
2006 respectively.
Bharti Airtel declared Best Brand 2007 & “Best Mobile Operator in world” –World
Communication Award. Amongst nominees in the ‘Best Mobile Operator’ were
Orange, T-Mobile ,Telstra iiNet
Bharti Airtel declared “2nd Most Respected Brand “ in India 2007 below Infosys-
Business World
Bharti Airtel declared ‘The Second most trusted Brand' in the most trusted Brand
2007 below
LIC of India- The Economic Times (ET) Brand Equity
Bharti Airtel adjudged as the “top telecom Company” -NDTV Profit Business
Leadership Awards 2007

Bharti Airtel Globally for “best returns to the shareholders” & ranked “14th best
performing Technology Companies across Globe” (2007)- Business Week Magazine
With Overall ranking of 14 ,Bharti Airtel is also the only Indian Company to be
Featured in the over all top 20 Companies list ahead of Accenture(16)
,Nokia(17) ,Google (19) and Cisco (20)
Airtel has been adjudged the 'Best Telecom Service Provider' -Dun & Bradstreet -
American Express Corporate Awards 2007
 Bharti Airtel Today: Feathers in the Cap

Airtel was declared the Buzziest Brand at the Buzziest Brands Awards organized by
agencyfaqs! in Mumbai
Airtel was awarded with top honors in the GSMA Mobile World Congress
Conference in Barcelona for its mChek solution in the category “Best Billing/
Customer Care Solution”
Airtel is the winner of the Indian MAKE (Most Admired Knowledge Enterprises)
Award 2007. This is the second year in a row that Airtel has been recognized as an
Indian MAKE winner.
Bharti Airtel has been nominated as the “Company of the Year” in the prestigious
The Economic Times Award for Corporate Excellence 2006-07.

Airtel network commercial featuring the father and son, moment of magical human
connection, has emerged as the “Most Effective Advertisement”, The Economic
Times-JuxtConsult’s Ad Box Office.
Bharti Airtel adjudged as most “ Smart Infrastructure “ for implementing various
Technology Solutions – CIO Magazine
Bharti Airtel becomes first Telecom Company in India to achieve “TL 9000
Certification “
for integrating Data ,Mobile & Fixed Line Business-Quest Forum
Bharti Airtel crosses the 50 million customer mark Becomes the fastest private
telecom company in the world to achieve this milestone, moves towards top 5
global mobile companies
THANK YOU!!!