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5†e positioned AirTel as an aspirational and lifestyle


brand, in a way that trivialized the price in the mind
of the consumer. It was pitched not merely as a
mobile service, but as something that gave him a
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..There isn't a great deal of


differentiation in terms of pricing,
services, schemes and so on, but there
are differences in approach. Overall,
AirTel is focused on functionality and
efficiency, while Hutch has veered
towards warmth and emotions«´
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