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Marketing & Branding

 

Is Airtel rebranding a refreshing piece of work that takes the brand to the next level??

Created by : Purvi Ghosh, Marketing analyst, Percept Advertising  | 12 07 2010 13:40:54 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : branding airtel rebranding new airtel logo new airtel song new airtel ad airtel rebranding
Activity:  1338 views;  last activity : 12 29 2010 19:18:26 +0000

Today, just communication doesn’t build brands. Brands should be felt, not just seen or heard. When brands are felt, they create deeper and more meaningful relationships with their customers. Such brand-customer relationships spark conversations. Its like ideas that customers want to spend time with.

So we are seeing whole lot of rebranding happening from Airtel with new logo...new ads and new song for their ads. Its been few days and we are seeing what airtel is doing. So, what do you think guys, Is Airtel rebranding a refreshing  piece of work that takes the brand to the next level??  Please do share your thoughts on this....

  
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Yes Vs No
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yes....The new Airtel campaign is not merely a rebranding. It’s a relaunch. A new positioning .  The ads where we see the ‘Endless Goodbye’ and ‘Street Performer’ bring this new brand idea alive beautifully. Closer to your love or closer to what you love. A human truth, simply told. That’s what we believe has touched millions of hearts. We all know, 80% of decision-making is emotional. Only 20% is rational. Reason leads to conclusion, emotion leads to action . That’s why the new campaign is emotion rich, not information heavy. And both ads are becoming really popular and its also targetted towards a worldwide audience....so the new campaign will take the brand to the next level.
By Purvi Ghosh, Marketing analyst, Percept Advertising  12 07 2010 13:40:54 +0000
 
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Yes can happen in the telecom sector,where the competition is huge.We have to keep the minds of customer afresh and as the demography changes we (communication sector) have to change ,it would be in the form of logo ,hello tune .It becoz of the reason the competition is fierce and any co can sustain if it experiments and experiments in more positive manner keeing the stlyes ,attitudes ,culture,demography etc into account . But changing these logos they cant escape from the service standards, that has to be there. But one thing to mention same cannt be applied to other sectors ,i mean change logo and all.
By amit negi, SAP CERTIFIED PROFESSIONAL WITH SD MODULE  | 12 11 2010 05:03:46 +0000
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Yes, It is re branding with creativity with new ads logo
By M.B.MALANI , MBA/PGDM student, R.R.INSTITUTE OF MANAGEMENT BANGALORE  | 12 11 2010 04:20:12 +0000
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I support Purvi. Life is 'CHANGE' and to change is 'LIFE'. Yes, just by changing Logo/rebranding Airtell may not assure/assume stepping  onto the 'next level' but it can be taken as their 'first' step towards achieving it. Best of Luck 'AIRTEL'
By Shamsuddin Ibrahim Khan, Freelancer, Power  | 12 11 2010 04:12:39 +0000
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Airtel has changed its logo and punch line. As per my thoughts, every thing other than this is a part of ad/business. To grab the attention of the customer some new strategies are strongly planned by them.
By Anand Sharma, Monitoring the research funded by DIT, Department of Information Technology  | 12 10 2010 05:11:35 +0000
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Puravi I am in total agreement with you. You have in fact touched on all points. Today Airtel is a world player with the acquisitions of Zain Telecommunication. So nothing more to add.
By Rathin Deb, Freelance Retail Consultant  | 12 08 2010 07:44:30 +0000
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its a grt idea as Airtel going from a classic look to youthful look targeting middle aged and youths
By anish kumar, O&M Hub Lead (KL & TN Circle), TVS interconnect systems  | 12 08 2010 05:31:52 +0000
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Rebranding will take some time to appeal to the mass.  
By S. Muralidharan, Executive Director, Knowledge Foundation & Campus Around the Corner  | 12 08 2010 04:49:35 +0000
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Rebranding to create a new icon in Telecom Industry. Going Global with symbol
By Naveen Kumar P, M.E/M.Tech/MS student, Dayanand sagar college of Engineering  | 12 08 2010 04:20:16 +0000
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Yes Ms.Purvi it is a good effort in positioning with new logo. However in my opinion the earlier one is good. Anyhow it's present endeavor will succeed since the brand airtel has been very well accepted with good image by the customers base. Further, Airtel has reached well across every nook & corner of our country. Hence the new effort will not affect considerably.
By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 12 07 2010 16:22:17 +0000
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Yes Its been an beautiful idea of rebranding. But taking to next level will be in few factors.
By Pradeep Devkar, Freelancer, IT Products  | 12 07 2010 16:17:52 +0000
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Its a YES and NO. Its rebranding, but by no stretch of imagination refreshing. Its a mixed feeling as far as customers are concerned. The music of the TVC lacks the appeal of the prior ARR ad!!
By Bharath Iyer, Project Manager, Photon Infotech  | 12 07 2010 16:17:12 +0000
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yes it is a new innovative method of reconstruction.but one can't forget its first advertisement and music by ARR.original has impregnated deeply into the mind.
By jairaj shyam prasad, Production Manager, BOSCH Ltd  | 12 07 2010 15:45:19 +0000
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The video calling ad...endless goodbyes...great concept for representing rich user experience...one of the best in recent times.
By Prad Roy, Lead Developer, Avaya India Pvt Ltd  | 12 07 2010 15:08:41 +0000
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I support your views & respect your views, but very bad experience from Airtel as

service provider.

Thanks for referral, Purvi.
By SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd  | 12 07 2010 13:56:23 +0000
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Regretably. Fail to understand the rationale and approach and what it brings for the customer.
By Ravindra Sharma, Managing Consultant, CHEF-India  | 12 31 2010 04:01:09 +0000
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No, i am not satisfied with the whole relaunch as the New Loga is just near to Vodafon in Designing and not giving a different look for Airtel in minds of Consumers.
By Robin Jindal, Asst Manager - Mkt and Advt, Shri Puran Multimedia Ltd  | 12 29 2010 19:18:26 +0000
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To me personally it is a NO, not only do i like the logo but i feel the old one had a better connect !
By Jaygopal Raghavan, Marketing Manager, Landmark Group  | 12 29 2010 17:46:05 +0000
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If rebranding was a platform to refresh, revitalise and reinforce your values, why wasn’t it campaigned into a national event? Your brand deserved it. Where is the differentiated and enriching philosophy of a new Airtel? Why a lazy generic stance of bringing things closer? Why another mediocre telecom promise?

Why does the new brand feel smaller? Why reduce Airtel to the role of a mere mobile phone brand? Where is the landmark idea you have appropriated and blown us all away with a largerthan-life radiance? 200 million isn’t a small customer base. Shouldn’t they have been used at the heart of your rebranding? And I really don't think that this will take them to the next level....
By Jayant Vishnu, Art Director/Sr Art Director, Creative  | 12 08 2010 06:32:41 +0000
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I dont think so, because in order to take any brand to next level it should provide their services at cheap rate...
By Chandra shekhar, Technical Writer/Quality Assurance, CMMI 3 Software Company, Hyderabad  | 12 08 2010 06:00:09 +0000
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no because before investing in rebranding airtel have move for ground level technical problems it has huge network but if u give quality then u don't need any rebranding at all its just show off nothing else.
By sarvesh trivedi, Cust. Service Manager, ICICI Bank  | 12 07 2010 17:40:17 +0000
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