Airtel New Advertising Campaign A Critical Analysis Marketing Essay

Airtel New Advertising Campaign A Critical Analysis Marketing Essay The first question we encounter in the study of advertising and brand promotions as students is why advertising? Is it really important? After all, how much role does promotion play as part of the 4Ps in realizing the ultimate marketing objectives of the brand or the company? The new advertisement campaign of Airtel provides a fascinating case that helps us in studying these questions with all their criticalities. Background Airtel is an Indian multinational telecom service provider with presence across 19 countries. In India it is one of the most reputed brands. Outside India, it is known as Zain in Africa and Warid in Bangladesh. Having revolutionized the telecom industry in the fifteen years since its inception, Airtel decided to reposition the brand with a new logo, jingle and advertisements so as to have a uniform presence world-wide. The idea behind the new positioning was to signify Airtels journey towards the new world of digitization. It wanted to make its presence felt in the 3 G, social media and mobile based e-commerce space and connect with the new age customers. Hence a London based ad agency came up with the new logo with letter a in lowercase, with Airtel written beneath it in lowercase. In the words of Sanjay Kapoor, the CEO of Bharti Airtel, The new logo is modern ,vibrant , friendly and signifies Airtels commitment to reach out to its shareholders and consumers , the letters in the low ercase is a symbol of its humility . New logo Old Logo http://www.afaqs.com/all/news/images/news_story_grfx/2010/28828_2.jpg http://www.afaqs.com/all/news/images/news_story_grfx/2010/28828_1.jpg The Launch The new logo is paired with the tagline Dil jo chahe pass laye again reinforcing Airtels commitment to the users. The new look was promoted through all the advertising channels such as TV, print, outdoor and digital campaigns. In an attempt to make the customers identify with the new look, Airtel even launched a campaign where the customers had to name the new logo of Airtel .To reemphasize the new look of the Airtel ,A.R Rehman was roped in to compose a fresh jingle for Airtel . The story so far looked good .With the big names such as JWT, Madison Media Plus, Digitas and Web chutney  working behind the campaign, one could have been assured of the success of the campaign. The Backlash What happened next took everyone by surprise. Social media space and newspapers alike were abuzz with the negative criticism of the new look and campaign. Social media conversations about the rebranding exercise In a survey conducted by brand monitor analysis the sentiment of tweets, the results showed that Almost  62%  of the conversations about the new Airtel logo were negative   Facebook discussions and LinkedIn discussions the Position team analyzed, 3 distinct themes around the reactions emerged: Approximately  15% of the conversations were direct comparisons  of the new Airtel logo to the Videocon and Vodafone logos Approximately  10%  of the conversations suggested that Airtel should have invested money in improving their customer service and network availability instead A very small minority  (1%) called for a reinstatement of the old logo  or a fresh redesign exercise (Source: http://blogs.position2.com/airtel-brand-revamp-social-media-response) Fans even went to the extent of comparing the logo with Videocon Vodafone logo Click to enlarge: Logo Comparisons Created by a fan Primary Research In order to get a first-hand account of the user reaction the Airtels new advertising campaign I interviewed some fellow B school students who have done their specialization in marketing. Given below are excerpts of some of the interviews Sayan Majumder: I dont connect with new brand identity of Airtel .I had more emotional attachment with the previous one. It is true that a company needs to know to evolve but there was no need for Airtel to rebrand itself. It could have focused on providing more on customer satisfaction Sakyabrata Dutta: Airtel visual appeal has gone for a toss .In an attempt to appeal to a global audience the advertisement has lost its local flavor Sandeep Somisetty: The new promotion strategies of Airtel are definitely a deliberate attempt to connect with the young 3G audience. The focus on technology as the underlying theme of its advertisements definitely reinforces the brand as a technology savvy one. However, I am not sure how much this drastic brand repositioning will translate into enhanced top-line growth for the company. From my little knowledge of the telecom sector, most of the sources of revenue lie in the untapped rural market. It is hard to find them connect with this new urban, cosmopolitan avatar of the brand. The Learning In spite of the initial negative sentiments ,consumers have now started to connect with new brand identity and may eventually come to like it .But whatever may be the final results for Airtel ,this campaign will always be remembered for the fuss it created and a few lessons an advertising professional can learn. Customers own the brand for them its a way of life and any change in the brand proposition should be done taking customer into consideration; otherwise the millions spend on advertising just go down the drain. Such a fiasco can even affect the sales of the company. In one instance a salesman was dejected that the shopkeepers were making fun of the new merchandise of the Airtel. Advertisement forms an integral part of the marketing of a brand. It is a means to reach the consumers and should be designed keeping in mind the final marketing objective to be achieved. Finally, advertisers should learn that If it aint broke, dont fix it. The Airtel brand itself was build through years of tremendous hard work exemplary performance. It is not clear what prompted this change of positioning, may be the recent telecom troubles acted as catalysts. However, evidences suggest that whatever be the motive, it was not successful. The brand managers of Airtel may be forced to take a lesson like those at Coca-Cola who famously introduced the New Coke in 1985 in response to Pepsi had to take it back after huge consumer backlash.

Scuba Diving Essay -- essays research papers

This Essay will illustrate some of the basic aspects of scuba diving. It will show the steps involved in assembling the scuba gear. The price range of scuba gear. The basic principles of diving, and were to go to get certified in scuba diving. It will also reveal some fun things that can be done while diving . The assembly of the scuba gear is very simple. First have your tank filled to the recommended amount of pressure (usually 3000 psi). Take the tank with the valve handle to the right, and set it in front of you. Next take the Buoyancy Compensator (B.C.) and attach it to the tank by putting the straps around the tank and tightening them. After the tank is secure, check to make sure that the O’ring on the valve of the tank is in place and in good condition. loosen the first stage of the regulator and place it over the valve of the tank. Then tighten the first stage securely, but not overly tight. Attach your octopus to the B.C. Then Pick up the pressure gauge and point it away from the body, and others. Turn the handle on the tank, to supply the regulator and gauges with air pressure. The gauges are pointed away from the body to avoid injury if the gauge were to malfunction. Listen for any leaks, and read the gauge and make sure that it is some what close to the pressure that was put in to the tank. Last you need to inflate the B.C.,and purge the regulator to make sure that they work properly. The gear is now ready to be used. Scuba gear is very affordable. Sc...

Why Go to Summer Program

Name: Tham Wei Yie Matrics Number: EEE110145 Faculty: Faculty of Economics and Administration There are some of the reasons why I am interested to join for the summer program. Firstly, I can experience a new culture. While on this program, I have a chance to thoroughly experience the culture of the different country. This occurs through direct application as a result of living with a family native to the region, going to school with true residents of the country, and through various other means.I will find myself completely immersed within a different culture once I have arrived in the foreign countries, due to differences in the cuisine, architecture, familial tradition, and even the ways in which people carry out conversation! After having spent a significant amount of time within the country, I will become accustomed to the culture of foreign country and will find myself essentially able to behave in the manner of a local.This excellent learning opportunity typically leaves me wit h better understanding for people of all sorts, and can really make me feel as though I have become â€Å"citizens of the world. † After the return to my country, I will likely enjoy sharing my new culture with those around my friends and relatives. In addition to learning of the culture of the foreign country, I will become familiar with the ways of life of people all around the world through meeting other exchange students. This is guaranteed me to be amusing, and very interesting!Secondly, I will learn a new language. This is the opportunity that I have to learn a foreign language as I never had before. Being a student of going off others country is much like becoming a small child once again, and this provides the opportunity to become familiar with the language in the manner of a native speaker and I will become conversationally fluent if on a short term staying in the different environment. A new language will aid me in the future by allowing me to explore new interests , and will likely also help widen my range of future career options.Thirdly, I can meet new friends from all around the world. During the summer program, I will have meetings and trips where I can get to meet other foreign students. . It is so much fun when I am get together with them because we have so much in common. I will also meet tons of native friends in the country and will have a close relationship with the rest of my life. Most summer program are present within multiple countries within the world; as a result, I will typically have the opportunity to meet other exchange students, from a variety of countries!Oftentimes, the program will involve various outings with other exchange students, which are typically quite fun and interesting – it is incredible to see hordes of people from numerous foreign regions interacting with one another, forming friendships and promoting cultural understanding. One of the most challenging things may be ever experience, and it is wonder ful to know people who are facing similar challenges during that time. The friendships one creates while on summer program are often very long-lasting – and studded with great memories! Lastly which is most important to me is personal development.I will be confronted with challenges in everyday life that I will have never before experienced. Everything is new, as the student adjusts to life within a foreign place with a completely different language and culture. Although this may seem utterly frightening, the difficulties associated with everyday life in abroad can truly teach me a countless life lessons. Even better, I have a chance to accomplish something very unique for my age – living independently for an extended period of time in a foreign country, without the aid of my natural parents.As a result of homesickness, feelings of alienation, or various other factors, I may occasionally go through times of depression, but these must be ended through when I am taking t he initiative to go out and enjoy my amazing new life! Having enjoyed the good and survived the bad components in abroad, I will return to my home country with newfound strength, confidence, and self-understanding. Few other experiences can help me to gain these qualities so early on in life – that is truly the magic of summer program.

World Religions and the North Africa/Southwest Asia Realm

WORLD RELIGIONS AND THE NORTH AFRICA/SOUTHWEST ASIA REALM Nancy Brown Walden University The realm of North Africa/Southwest Asia is a site of rich oil and natural gas deposits, economic growth and international relationships. The realm is also the birthplace of the three major world religions; Christianity, Judaism and Islam. Centuries of conflict lie at the heart of this realm due to differences in religious beliefs. In reviewing the scripture readings presented for this lesson, each religion has one intrinsic similarity; that is the belief in God. Where both Islam and Judaism view God as one entity, Christians believe in the Trinity (Father, Son and Holy Spirit), (Islam, Judaism and, 2004-2013). Review of the scripture†¦show more content†¦Another field lies on the Gaza Strip which has created contention. Palastines are ready to begin taking advantage of opportunity for economic relief; however Israel has not given permission. The scriptures have shown that there are similarities of Christianity, Judaism and Islamic beliefs. The major difference in the writings is the treatment of strangers. In examining the contentious behaviors of the people in the Middle East, both past and present, religious beliefs have played a part in the development of the realm’s history. References de Blij, H. J., Muller, P., amp; Nijman, J. (2013). The world today. (Sixth ed.). Hoboken: John Wiley amp; Sons, Inc. Islam vs. christianity. (2008 - 2013). Retrieved from http://www.discoveringislam.org/islam_vs_christianity.htm Islam, judiasm and christianity comparison chart. (2004-2013). Retrieved from http://www.religionfacts.com/islam/comparison_charts/islam_judaism_christianity.htm Jerusalem 101 - four quarters of the old city - jerusalem. (n.d.). Retrieved from http://www.generationword.com/jerusalem101/3b-four-quarters.htm Religion facts - medina: city of the prophet. (2004-2013). Retrieved from ww.religionfacts.com/islam/places/medina.htm The Koran Interpreted, a translation by A. J. Arberry (New York: Touchstone, 1996).  ©1955 by George AllenShow MoreRelatedWhap Ch 19-21 Study Questions1673 Words   |  7 Pageskingdom of Ghana was famous for their trade in gold. Thus they became the most important commercial site in West Africa and became the wealthiest kingdom in Africa. 5. Islam first entered into sub-Saharan Africa due to the kings of Ghana converting to Islam. This improved relations with Muslim merchants from north Africa as well as Muslim nomads. 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