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Imc assignment 2

Integrated Marketing Communication of Airtel by JWT during rebranding

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Imc assignment 2

  1. 1. IMC Assignment 2---Nilormi Das(A006) NMIMS, Hyderabad
  2. 2. Brief introduction of JWT• Founded by William James • JWT fourth-largest ad- Carlton in 1864 agency in the world• Renamed by James Walter • One of the key companies Thompson in 1877 to The of Sir Martin Sorrells WPP James Walter Thompson Group (NASDAQ:WPPGY) Company • Headquartered in New• It was acquired by WPP York Group in 1987• In 2005, the agency was "relaunched“ as JWT
  3. 3. Introduction to Airtel• Bharti Airtel, world‟s fifth largest telecommunication company• India‟s largest mobile service provider• Launched its new brand (logo) on 18th November, 2010• Also launched its new tagline, “Dil jo chahe, pass laye” and signature tune by A.R. Rahman
  4. 4. Message StrategyPower to keep in Touch(1995)Elite and premium brand Touch Tomorrow(1999) With NTP99 prices were dropped , started looking from regional and to pan Indian position Live Every Moment(2002) Stressing on emotions and feelings; brand for masses Express Yourself(2003-2009) Stronger emotional connect; fresh and contemporary feel; customer can identify with
  5. 5. Change in Brand tag line and logo
  6. 6. Message from the Chairman• Chairman and Managing Director, Bharti Airtel, Sunil Bharti Mittal announced, “Fifteen years ago Bharti airtel started its journey in India with a promise of delivering world class and affordable services… reinforces our promise to deliver innovative services and a superior brand experience to our 200 million customers across Asia and Africa.”• Described the new brand as “youthful, international, inclusive and dynamic – representing the journey of the first Indian brand to go truly global”.
  7. 7. JWT Airtel Campaign• The new logo of Airtel has been designed by a London based agency, Brand Union• It has the letter “a” in lowercase, forming a mark for the brand and Airtel, written in lowercase under it• Brand‟s new positioning is being handled by JWT in India
  8. 8. Change in Airtel Logo
  9. 9. Old logo description•The old logo also called theflag logo•The colours red and whitealternating with each other• The word „Air‟, in black,was placed against a whitebackground, while „Tel‟, inwhite, appeared against ared backdrop• To keep the continuitygoing, the dot of the letter „i‟in the word, was also red
  10. 10. JWT Airtel Campaign•JWTs campaign that coincides with the roll-out of the newbrand identity•It makes a case for the brands upcoming 3G services•Shot in London, the new TVC conceptualised by JWTDelhis chief creative officer Adrian Miller, shows a couplebidding goodbye to each other
  11. 11. New logo description •The curved shape & the gentle highlights on the red colour make it warm & inviting •The "unboxed" having been freed of its rigid boundaries •The colour "Red” is part of our heritage. •It is the colour of energy & passion that expresses the dynamism
  12. 12. Advertisement
  13. 13. JWT Airtel Campaign• The logo is called "The Wave" - The entire re-branding campaign has apparently cost the company close to Rs 300- Crore
  14. 14. Branding of Airtel Consumer Connect Consistency Competition
  15. 15. Award wining Advertisement by JWT•JWT India have managed to leave a markon the Film Lions jury it‟s „EndlessGoodbye‟ for Bharti Airtel entered in the„Commercial public services‟ sub-category
  16. 16. New Campaign Advertisements
  17. 17. New Campaign Advertisements
  18. 18. New Campaign Advertisements
  19. 19. Importance of EQ in the new AdvertisementsAirtel money•Money sent and received on time makes the moment more precious• The launch campaign aims to build an emotional high ground•It positions Airtel money as an emotional currency and not just a financialcurrency.•THE PROPOSITION: "Baat sirf paison ki nahin hai" (“It‟s not just aboutMoney”)•Link: http://www.youtube.com/results?search_query=airtel+money
  20. 20. Importance of EQ in the new AdvertisementsAirtel Music - my song, my story•A unique (and first-of-its-kind) product that brings the artist, hismusic, and the stories behind his/her music•Closer to the audience by way of live concerts and liveinteraction through the listeners‟ mobile phone•Link:http://www.youtube.com/results?search_query=airtel+my+song+my+story
  21. 21. Importance of EQ in the new AdvertisementsAirtel 3G•Competitors highlighting functional benefits of 3G•Airtel created a unique position (communicate via emotions)•The brand promise of „closer to what you love‟ Link: http://www.youtube.com/watch?v=2_zNs_tSLAo
  22. 22. Importance of EQ in the new Advertisements Endless Goodbyes:• A man and a woman are never apart, even after they say their goodbyes.• The commercial is a launch spot for 3G video calls
  23. 23. Current Scenario:• The IPSOS Survey ranks Airtel as the second best marketing company in India• Airtel was also one of the three Indian brands that entered the coveted Mildred and Brown report of the Top 100 Global Brands.
  24. 24. The JWT factor:• Tracks the shift in consumer attitude• Changing business Eco-system• Creating stories through its advertisements, etc
  25. 25. Airtel Vision• Vision & promise By 2015 airtel will be the most loved brand, enriching the lives of millions• " Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company."
  26. 26. Conclusions• Carry forward the job done by DY&R(Y&R)• “Dil jo chahe, pass laye”, keeping the EQ as an important factor during the campaign• Giving Airtel a global brand symbol

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  • pankajkumar1234

    Aug. 1, 2014
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    Aug. 7, 2017

Integrated Marketing Communication of Airtel by JWT during rebranding


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