Airtel rebranding

Lively
Ode to frnshp
Change in image
Suces rate of the recent ad
Before frnshps day when people are actually searching for sumthn to give dr frnds
Internet campaign voted as the best


Target audience- age 18-25 youth oriented
15 crores all gec lifestyle channels (ndtv goodtimes, zoom,bindaas) pan india- most of the ad
budget is on tv- ooh- radio least
Sponsorship for football- tg youth- people in subcontinents who are very much intrstd in football
Will be trained in manu
Sponsoring Mumbai airtel grand prix

Airtel has always been targeting on the emotions of the audience and after its
rebranding it has indulged in tying a lively and passionate bonding with the target
audience. The two most recent campaigns that have completely changed the
positioning of the brand in the minds of the consumer have been on the grounds of
friendship because friendship is that one emotion that links all the youthful hearts
together.
The time of the campaign launch of both the campaigns have been strategically chosen
around friendship day.
Taproot India has created a new campaign for Airtel Internet to celebrate the recent August 5th
Friendship Day.

'Jo mera hai woh tera hai' is a follow up to the earlier 'Har friend zaroori hai' campaign created for the
client.

The new campaign reflects Airtel's focus on friendship and sharing experiences over the internet with
friends.

Bharti Airtel, a leading global telecommunications company with operations in 19 countries
across Asia and Africa, after the success of its Har Friend Zaroori Hai, Yaar (HFZ)
campaign, has extended this brand idea with the launch of an all new online viral campaign
on its YouTube channel (www.youtube.com/airtel).

Created by Taproot, these 20 videos are inspired by interesting friend types or tags
created by the online audience on Facebook (www.facebook.com/airtelindia) during an
outreach programme which had been initiated by Airtel earlier.

Over the coming weeks, the company will periodically release a total of 20 videos on the
web and use the concept of Gamification to excite viewers to unlock, access and share
them.

An interesting trend that depicts the way the current generation consumes and accesses
information, Gamification is an infusion of gaming techniques and unique story telling that
makes discovery content more fun and engaging. As part of this Gamification-led initiative
by Airtel, everyone keen on watching these videos will need to
visit www.youtube.com/airtel and will be provided interesting cues, by responding correctly
to which they will be able to unlock video levels and gradually move ahead.


In an online survey conducted by Telecom India Daily Airtel commercial titled tera-mera
has been voted as the best TV Ad. Close to 500 people took part in this survey and
50% of them ranked Airtel campaign as the best among all whcih were running during
the month of August. Concept, presentability, music are major parameters which people
have considered while selecting Airtel Ad option.