New Delhi: The Rs 354-crore Bharti Cellular Ltd is abuzz: underway right now is a shift in the generic positioning of its brand, Airtel. It's not just the colours which are changing-the new palette: red, black, white-the Airtel brand is donning a whole new ethos with a bundle of marketing initiatives. Bharti Cellular has more than doubled its ad spend from Rs 20 crore in fiscal 1999-00 to over Rs 45 crore this year.While the focus of the new campaign will be on the `Good Life' , Airtel faces a new challenge in terms of bonding with the customer: Even as the cellular category is evolving under a host of new topline features, the brand intends to move down the socio-economic classification from SEC-A to SEC-B.
To ensure that the repositioning is a complete integrated experience for the consumer, Airtel has also undertaken an updating of the entire Airtel franchised network and company-owned customer centres.
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