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Topic : logo and branding
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Marketing & Branding

By : Joe Antony, Retail Sales and Marketing, JSW Steel Limited
Activity:  13 comments  3128 views  last activity : 12 29 2010 07:08:09 +0000

The new face of Airtel.

How many of you feel they have done this at the right time. Can any of you give a logic behind them doing the same ?Old vs New

 Top Comment : Amrita    | 11 20 2010 07:41:24 +0000
Actually I don't like the new log. And I don't know why airtel needs a logo change now. Are they trying to reposition their brand or target a new segment.
13 comments on "Airtel logo - The old vs new "
  Commented by  Anteriksh Shrivastava, Executive - Busienss Developemt, Location Guru    | 12 29 2010 07:08:09 +0000
Rating : +1 
@ Amrita: what i believe Airtel logo change at this point of time could be because of following reasons (1) As bharti airtel is also about to roll out its 3G services the want to look there brand like more youthful, energetic & refreshingly new (2) TRAI is about to launch the Number portability across INDIA where all operators will be facing the heat of poor services provided by them,so AIRTEL with a veiw to convey the message of change repositioned there brand, might be they want to say that they have changed & this change is better...!! ( All of us know that AIRTEL is market leader & a leader have the strongest fear to loose its customer) ( the opportunity to grab others unsatisfied customer) ( The teenagers & young generation is more trendy & they want the things more trendy too, & this is what airtel new logo RED & WHITE combination tries to represnts) 
  Commented by  Joe Antony, Retail Sales and Marketing, JSW Steel Limited    | 12 29 2010 05:03:02 +0000
@ Mridul Kant Srivastava

What am trying to say is that the new brand logo colour theme looks too similar to another powerful brand ie., Vodafone .
Moreover this disconnects the earlier brand / Tune recongnition Airtel enjoyed in hearts of million of Indians.
What they could have done is slight changes to the existing logo and a more modern version of the traditional sounding Tune.
This would have been a better exercise than changing the face of the logo entirely.
Anyway this is my personal opinion and it may not reflect the fact.

PS : I dont buy one comment that you have posted ie.,'Nobody would just spend 300 crores for heck of it' coz the same was said about Savalon and many other brands hence a wrong step can be made by even Airtel and this I think is the fact.
  Commented by  Mridul Kant Srivastava, Sr Regional Sales Manager, Base Corporation Ltd    | 12 28 2010 10:50:15 +0000
i feel smthing would hv been seriously debated and reviewed by company like Airtel to bring some new face value thru logo change in mkt, and nobody would just spend 300 crores for heck of it.... sales didnt drop...subscriber base did not go down....revenue did not go down....what else... yes!!!! there is no theme or advt or campaign to justify the look of new logo..why why why...... may be down the line if something just fly out to market from house of Bharti Airtel to justify this... wait n watch.....
  Commented by  anamika ahlawat, MBA/PGDM student, kurukeshtra university    | 11 30 2010 07:35:50 +0000
  Commented by  Joe Antony, Retail Sales and Marketing, JSW Steel Limited    | 11 30 2010 06:01:19 +0000
To add to the misery of the branding confusion, the color scheme is not consistent all over their banners. Their store bill boards are in white background with maroon color and the most of the other banners are white and red. Overall , I feel it was not done in the best interest.

Ideally they should have mixed their old tune with a modern instruments electronic sound and so should have done their existing logo.

This am sure is going to be one of the most sought after case study in branding for the current year.

I am yet to meet someone who has said positive reviews about its new tune and logo

PS : The choreography of the ad and the color scheme is simply mind blowing. Great job but sadly it ends at that.
  Commented by  pradeep sehwag, MBA/PGDM student, sinhgad business school    | 11 22 2010 15:58:33 +0000
Amrita , this year already good position. they want more revenue generate. 
  Commented by  Sandeep Chobey, RF Engineer, Wharf (Holdings)    | 11 22 2010 14:04:48 +0000
it is just reverse of videocon logo(new V).
i think airtel have shortage or logo designer so they just copy the videocon logo.........
  Commented by  Nitin Mehra, Software Developer, ROBOMAN MICROSYSTEMS    | 11 21 2010 21:07:47 +0000
Well i think airtel did really higher a good designer. The logo is really very good and it has a potential that should be in a corporate company.
  Commented by  Thoufeek. A, Event coordinator, Stark Event Expo Pvt.Ltd.    | 11 20 2010 12:30:57 +0000
airtel is going to start their 3g services, as part of that they designed the new logo,the new logo is supposed to give Airtel and the brand a more "youthful and international" look.the new logo is a part of re branding costs around 300 crores, eventhough it has similarities with the logo of videocon and Vodafone.
  Commented by  Joe Antony, Retail Sales and Marketing, JSW Steel Limited    | 11 20 2010 08:52:31 +0000
I totally agree you , Amrita. Infact this would be I guess the best time for Aircell to confuse the audience and try to get their marketing activities in line with that of Airtel. 

Another way of seeing this is that they want to position more strongly before the number portability will come into existence for after that its going to be really really tough for Operators to find long terms customers. Brand loyalty will play a big part which is dependent on the operators level of service and satisfaction. Hence they may be wanting to further go one more step to make it a global brand with a unified marketing / branding excercise all over the world like Vodafone .

Ps : I will miss the classic airtel tune though. The new one somehow doesnt sound that great. It sounds young but the connection seems lost !
  Commented by  Rakesh, Application Developer, OnMobile Global Limited    | 11 20 2010 08:19:41 +0000
Actually, now each operators are planned to switch over to capture the customers from different operators (having the same mobile number & switching over to some other operator with the same number). May this logo change and new tariff introduction is all because to admire the customers.
  Commented by  sameer kamble, IT Manager, indsoft systems    | 11 20 2010 07:48:29 +0000
old one is lookin nice
  Commented by  Amrita, Animation/Graphic Artist, Creative design    | 11 20 2010 07:41:24 +0000
Rating : +1 
Actually I don't like the new log. And I don't know why airtel needs a logo change now. Are they trying to reposition their brand or target a new segment.  
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