Airtel: Positioning (and Re-positioning)

Airtel, the telecommunications giant, stands true to its tag-line “live every moment”. From the initial days, were it focused on the premier section of the society by showing attributes like leadership, dignity, power and efficiency to the present young, energetic, innovative and friendly look the brand has always been open to changes and new ideas.


The positioning strategies of the brand has evolved in alignment with the changing market scenario with due respect to the human emotions. When mobile communications were expensive, the target was on the premier customers’ with focus on the additional value services. With the revolution of mobile industry (change in tariff plans), Airtel set off to explore into new segments of the market all while retaining its existing customer base.


Some of the note-worthy actions adopted where –
 Presence in all media / medium
 More Touch-points – Airtel Connect
 Segregation based on type of services
 Human element emphasized
 Standard out-look across all locations



Airtel has been observed as the most recalled telecommunication service provider (top-of-mind test) and the market leader in majority of the markets where it has operations. The most critical issue was catering to the needs of the customers who fell into different demographic classifications. Airtel sustained through this issue not alone with its customer-centric packages but with campaigns and positioning strategies that voiced a common and universal essence.


Airtel is that brand which went for a promotional campaign with an entirely different choice of celebrity and jingle which had grabbed media attention like no other. One of the most important things to be observed in the practices of Airtel is its openness to changes and innovations. Though the brand had a successful campaign running, it foresaw the need of change and consistently went for different approaches by not diluting the message.


Another note-worthy tactic by Airtel is its constant shift of celebrities. They have proved that it’s not just the brand value of the actor but also the way the individual connects with the audience. From the King Khan, to Madhavan - Vidya pair, to Shreyas Talpade, to Saif – Kareena pair, and back to King Khan, the campaigns have always been with emotions and never away from the message. The latest addition to the camp is South Cine Actor, Karthi.


At the end of the day, strategies, tactics, innovative thinking and all other methods have given way to one single factor, Emotions, which holds viewers to the advertisement and users to the brand.


Airtel, thus, lives every moment!