Bharti Tele earmarks Rs 100 Crore For AirTel Promotion This Fiscal

Mumbai, Aug 30: | Updated: Aug 31 2002, 05:30am hrs
In a bid to promote its cellular brand- AirTel, Bharti Televentures Ltd has earmarked an ad budget of Rs 100 crore this fiscal, according to Mr Rajan Bharti Mittal, joint managing director, Bharti. Close on the heels of launching its cellular services in Mumbai, the company is now all set to roll out a new television campaign featuring famous music director Mr AR Rahman to woo music aficionados across the country.

In addition, AR Rahman has also composed five exclusive ringtones downloadable by over two million AirTel customers across the country, which will be launched within a month informed Mr Mittal. I am pleased to note that AR Rahman has chosen Bharti as his first association. The new brand campaign delivers the new positioning of AirTel Live every moment in a simple fashion, added Mr Mittal. Of the five ring tones, two will be from the ad film itself, for which Rahman has composed the music, another two will be youth oriented while the third one will be akin to a lullaby said Mr Sachdeva. Further, Mr Mittal informed that Mr Rahman will be involved in the companys corporate advertising campaigns to promote the Bharti brand. Addressing the press gathering, Mr Rahman said. I am pleased to feature in the AirTel ad campaign. In fact, I began my career by doing ad jingles so its like going back to my roots. The adfilm is directed by my friend Rajiv Menon and is shot both in Chennai and London. Lets hope people like this commercial, God willing, added Mr Rahman. According to Mr Hemant Sachdeva, director, marketing, Bharti, the television campaign is part of a comprehensive brand building programme for AirTel. However, he was reluctant to reveal further details about the companys future plans. In fact, this brand campaign takes forward the core strengths of AirTel to create a stronger relevance for a large segment of potential young customers. At present, we are operating in 16 states with two million subscribers, said Mr Sachdeva.