Bharti Airtel

BHARTI AIRTEL:-This document is authorized for use only in PGP-Mumbai

BHARTI AIRTEL

Compiled By

RAKESH KUMAR DASH ABHISHEK JAIN

Placement-Coordinator PGP-Participant

IIM Indore (PGP-Mumbai) IIM Indore (PGP-Mumbai)

[email protected] [email protected]

mailto:[email protected]

mailto:[email protected]


Bharti Airtel

About Us Bharti Airtel Limited is a leading integrated telecommunications company with operations in 20

countries across Asia and Africa. In India, the company's product offerings include 2G, 3G and 4G

services, fixed line, high speed broadband through DSL, IPTV, DTH, enterprise services including

national & international long distance services to carriers. In the rest of the geographies, it offers 2G,

3G mobile services.

Airtel is the world's third largest mobile telecommunications company with over 275 million

subscribers across 20 countries as of July 2013. It is the largest cellular service provider in India, with

192.22 million subscribers as of August 2013. Airtel is the third largest in-country mobile operator

by subscriber base, behind China Mobile and China Unicom.

Airtel is the second largest provider of fixed telephony in India, and is also a provider

of broadband and subscription services. It offers its telecom services under the airtel brand, and is

headed by Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider to

achieve Cisco Gold Certification. It also acts as a carrier for national and international long distance

communication services. The company has a submarine cable landing station at Chennai, which

connects the submarine cable connecting Chennai and Singapore.

Vision By 2015 airtel will be the most loved brand, enriching the lives of millions.

Mission "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."

News June 26 2012 - Bharti Airtel today announced the kickoff of ‘Airtel Rising Stars’ (ARS) – India’s

largest under-16 soccer talent hunt. Airtel Rising Stars’ is India’s largest under-16 soccer talent hunt

which will give 12 promising youngsters the chance-of-a-lifetime to train with Manchester United

Soccer School and kick-off a career in professional football. Starting mid-July 2012, this 3-month

long talent hunt will involve participation from over 10,000 young soccer players across 16 cities in

India and hand-pick the best performers in skill tests, real time match simulations, coaching clinics

with Manchester United Soccer School coaches, etc.


July 2 2012 - Bharti Airtel bags Adam Smith Award 2012 for Highly Commended “Best in Class

Benchmarking”

Sept 12 2012 - Airtel launches Smart Drive, a voice based real time navigation service. Now, drive

smart as Airtel brings a new app exclusively for its customers that enable users to view their location

on a map and plan the route from one place to another. Smart Drive is assisted by a voice based

turn by turn navigation that gives real time information updates on traffic situation on roads around.

What's more, it also suggests the subscriber an alternate route in case of traffic congestion on the

normal route.

Oct 22 2012 - Bharti Airtel moved up one notch in the world wide ranking to be the fourth largest

mobile operator in the world in terms of subscribers.

Dec 9 2012 - Brand Airtel wins top accolades at Effie Awards 2012. It emerges as the top telecom

brand at the Effies 2012, winning 3 Golds for its 'Har Friend Zaroori Hai, Yaar' campaign and 1 Silver

for its 'Baat sirf paison ki nahin hai' campaign.

Dec 10 2012 - Bharti Airtel bags top honors at Telecom Leadership Forum 2012. Bharti Airtel

acknowledged with QuEST Forum India Quality Award for 'Top Telecom Service Provider 2012'.

Sanjay Kapoor (CEO India & South Asia) honored with 'Telecom Person of the Year 2012' in

recognition of his contribution to telecom sector.

Jan 11 2013 - Bharti Airtel launches its first Sustainability Report for India operations. It reports

11% reduction in Green House Gas (GHG) emissions per terabyte in network infrastructure.

Jan 23 2013 - Bharti Airtel said it has raised voice call prices to account for rising costs, sending

shares of telecommunication companies higher as investors bet that rivals will follow the market

leader.

Feb 1 2013 - Bharti Airtel has reported a 72% fall in its third-fiscal quarter financial results for the

three months to the end of last December. The company saw net income fall to RS 2.84 billion

(US$53 million) from Rs 10.11 billion a year ago as the company was hurt by foreign exchange

losses and an acquisition in Africa. This is the third year of consecutive declines in quarterly profits

for the company. Revenues however rose by 10 percent to Rs 202.4 billion boosted by a rise of 70%

in mobile data usage.

Feb 4 2013 - Bharti Airtel today launched a voice-based solution portal for value added services that

will provide information in local language on activities such as agriculture, devotion, job updates,

entertainment, education and health.

Feb 5 2013 - Bharti Airtel said it would buy the entire equity stake of Alcatel-Lucent SA in a joint

venture company that manages the fixed-line and broadband networks for India's top

telecommunications carrier.


Feb 7 2013 - Bharti Airtel today announced a new organization structure for its Indian operations.

The new organization design, which will be effective March 1, 2013, is aimed at furthering the

Company's initiatives to build a more connected organization, which is closer to the market place

and is able to deliver a world-class experience to customers. The Company has outlined a new hub

organization design for its India operations. Instead of the current 3 regional hubs, the organization

will now be divided into 8 hub operations reporting to a newly created position of Director - Market

Operations. Circle CEOs who report in to a Hub CEO will continue to operate with the same level

of independence. The Hub CEO will provide overall guidance and oversight to the Circles under it.

Feb 26 2013 - India's Bharti Airtel has deployed Ericsson's Mobile Broadband Charging solution and

has completely modernized its Pre paid IN solution for its subscribers across 23 circles in India. The

solution will allow Bharti Airtel to offer a wider range of prepaid services, flexible bundling and real

time control of chargeable services. As a part of the deal, Ericsson's multi service Mobile Broadband

Charging (MBC) suite will allow prepaid customers to have personalized profile based data charging

plans. Prepaid customers will be able to customize their data plans across mobility, fixed line and

broadband by cross bundling across multiple domains. It will also offer flexible multi service

charging in geographical redundant mode to the world's largest prepaid base. Bharti Airtel is the first

operator to implement Geographical Redundancy at such a large scale. The Ericsson Mobile

Broadband Charging (MBC) solution keeps the subscriber in focus while collecting, deriving and

analyzing metrics from various network elements, application servers, and end-user devices.

Ericsson has been a partner of Bharti Airtel Since 1995.

Mar 15 2013 - India's Bharti Airtel has been ordered to suspend its 3G roaming into circles where

the company does not hold 3G licenses and pay a fine of Rs3.50 billion (USD65 million) for

violating telecoms rules. The suspension notice gives Bharti Airtel three days to completely stop 3G

services in seven circles: Haryana, Maharashtra, Madhya Pradesh, Uttar Pradesh (East), Kolkata,

Gujarat and Kerala. The mobile network plans to appeal against the order. The issue of 3G roaming

has been a heated one ever since the Telecoms Department told the mobile networks to stop

allowing roaming between their circles, although they contend that they were explicitly permitted to

do that during the 3G license auction. Airtel, Idea and Vodafone each bought licenses in most of the

country's 22 "circles", but where they lack a license; they offered roaming onto a rival network that

did have coverage in the specific circle. National roaming agreements would widen Vodafone and

Airtel's coverage in the more rural areas, while granting Tata and Idea access to the lucrative Metro

areas. The matter is still being debated with the regulators, but the DoT has now ordered that the

service be suspended pending the outcome of legal challenges.

May 2 2013 - India's Bharti Airtel says that it has raised USD1.26 billion by selling a 5 percent stake

in the company to the Qatar Foundation Endowment (QFE) an investment company owned by the

Qatari Royal Family. Bharti will issue just under 200 million new shares to QFE representing a

shareholding of 5% in the Company, post issuance of the new shares. QFE is paying a 7.3%

premium over the public share price for its investment. In a brief statement, Bharti said that the

investment will further strengthen the capital structure and provide further flexibility for the


Company to deliver on its growth strategy. The company currently has USD11.7 billion of debt and

has been looking to pay down the ratio in advance of further investments in radio spectrum

purchases and one-off spectrum fees being applied by the Indian government.

Jul 15, 2013 - India's Bharti Airtel has said that it plans to appeal against a Rs650 crore

(USD106 million) fine for breaching regulations covering how it routed national and international

calls as local calls (SLD) between 2003 to 2005. The company said that it was "shocked and

disappointed" to have been issued the fine, adding that it felt the fine was "devoid of any merit and

has no justification both on facts and in law". The company also warned that the application of

these regulatory decisions would dampen investor confidence in the telecoms market as a whole.

Sep 6, 2013 - India's Bharti Airtel has no intention of buying out the 4.4 percent stake held in the

company by rival mobile network Vodafone. "We have no intention (of a buyback)," Mittal said.

New licensing rules say that no investor other than the government, banks and financial institutions,

that own 10 percent or more in a mobile network will be allowed to own a stake in any other mobile

network. Mobile networks had previously been allowed to own up to 9.9% in another mobile

network. The other rule change blocks one mobile network from owning a stake in another that

operates in the same regions of the country. Both rules require Vodafone to sell its 4.4% stake

in Bharti Airtel -- which has been valued at around USD1 billion.

Oct 17, 2013 - India's Bharti Airtel has increased its stake in Wireless Business Services (WBSPL) to

93.45 percent. The company was set up by Qualcomm to bid for BWA licenses, and paid just

over USD1 billion in the 2010 spectrum auction."As per the revised equity structure, Bharti

Airtel holds 93.45 per cent and Qualcomm Asia Pacific holds 6.55 per cent equity in the company,"

sources told the Financial Express, citing a communication from WBSPL to the Department of

Telecom. Qualcomm sold a 49% stake in the holding company to Bharti Airtel for

around USD165 million in May 2012. Since then it has steadily increased its holdings, and has a long

term plan to take full ownership of the company. The company has BWA licenses that cover Delhi,

Mumbai, Haryana and Kerala, while Bharti has BWA licenses in four circles - Kolkata, Karnataka,

Punjab and Maharashtra - and 3G licenses in thirteen circles in India.

Dec 3, 2013 - India's Bharti Airtel said that its African subsidiaries will join the trade group the

Bridge Alliance which is made up of 14 operators serving over 500 million customers.

Dec 11, 2013 - India's Bharti Airtel and Reliance Jio Infocomm have announced a telecom

infrastructure sharing arrangement under which they will share infrastructure created by both

parties. The agreement will include optic fiber network - inter and intra city, submarine cable

networks, towers and internet broadband services.

Feb 13, 2014 - Bharti Airtel Ltd said it has acquired 115.0 MHz spectrum for a total consideration

of 185.3 bln Indian rupees in the just concluded spectrum auction conducted by the Government of

India. The company said it will make an upfront payment of 54.25 bln Indian rupees, with the

balance to be paid in ten annual installments of 13.1 bln Indian rupees each, commencing two years

from now.


18 Feb 2014 - India's Bharti Airtel has confirmed that it is buying Mumbai based Loop Mobile.

Although the price was not stated it is understood to be in the region of around Rs 700 crore

(USD113 million). Under the agreement, Loop Mobile's 3 million subscribers in Mumbai will join

Airtel's over 4 million subscribers in the same region. The merged network will be the largest by

customer base in the region.

20 Feb 2014 - India's Bharti Airtel could have to pay USD 3 billion to retain ownership of its

Nigerian subsidiary after a court ruled against it in an exceptionally long running dispute between

shareholders. The Lagos Appeal Court ruled that a former shareholder, Econet

Wireless International remains a shareholder in the company, and that a previous sale of a 65% stake

in the local unit to Zain was not valid.

Jun 5, 2014 - Bharti Airtel Ltd has tied up with African telecom operators Tigo and Zantel for

providing customers in Tanzania mobile money transfer service across networks-Business Standard.

The service is expected to begin this month, Bharti Airtel said in a statement. With this agreement,

customers of the three firms will be able to send money by mobile to each other by either using

Airtel Money, Tigo Pesa or Ezy Pesa.

9 Jul, 2014 - Bharti Airtel Ltd on the verge of selling its 3,100 telecom towers in four African

countries to Helios Towers Africa for an undisclosed sum-Business Standard. Under the agreement

signed with Helios Towers Africa (HTA), Airtel has divest about 3,100 towers to HTA and will have

access to these towers under a long term lease contract. Under the agreement, tower operations-

related personnel will also be transferred from Airtel to HTA.

Jul 10, 2014 - Bharti Airtel has announced plans to sell around 3,100 telecoms towers in four

countries to pan African tower operator, Helios Towers.

Jul 23, 2014 - Bharti Airtel's Zambian subsidiary expects to invest aroundUSD80 million over the

next 12 months expanding its network coverage and deploying LTE upgrades.

July 29, 2014- Telecom service provider Bharti Airtel's net profit shot up 61 percent for the first

quarter (April to June) of 2014-15, a company statement said on Tuesday. The company posted net

profit of Rs. 1,108.5 crore for the first quarter of 2014-15 compared to Rs. 668.9 crore posted

during the corresponding quarter in 2013-14.

Aug 10, 2014 - Bharti Enterprises has announced plans to invest ₹100 crore for building more

toilets. The development arm of Bharti Enterprises has adopted Punjab’s Ludhiana district — home

to the group’s founder —for constructing toilets over the next three years. “It is our commitment

that no single household or school in rural Ludhiana will be without a toilet by the end of this

tenure,” said Sunil Bharti Mittal, Chairman of Bharti Foundation. Under its ‘Satya Bharti Abhiyan’

initiative, the group will also aim to improve sanitation facilities for girls in rural Ludhiana’s

government schools. Group companies — Bharti Airtel and Bharti Infratel — would support these

initiatives, according to a press statement.


Aug 12, 2014 - India's Bharti Airtel has confirmed that it sold shares in its publicly listed towers

subsidiary to bring it into line with stock exchange regulations. Bharti Airtel owned 79.4 percent of

Bharti Infratel, but stock market rules require that at least 25 percent of the company is listed,

forcing a sale by its majority owner. Bharti Infratel was listed in December 2012, and had three years

from the IPO date to reduce its promoters' holding to 75 percent. The sale of the shares

raised USD350 million for Bharti Airtel, but the sale was priced at an 8 percent discount to the share

price, driving it down by nearly the same amount on the stock market.

Aug 25, 2014 – Bharti Airtel is to offer VeriFone Mobile Money's merchant enablement applications

for mobile Tap n Pay across its 17 operating companies in Africa. VeriFone Mobile Money's Tap n

Pay applications are way for customers to pay, buy, bank, bill and remit money with their mobile

phone at the point of sale. "Africa has one of the most evolved mobile money systems in the

world," said Chris Jones, VeriFone Mobile Money's CEO. "Over 42 million people across Africa

according to the GSMA are actively using mobile money services and there are more than 520,000

registered mobile money agents across the continent. With only 22% of Africans holding a bank

account or credit facility, we fully expect the number of people to quadruple as mobile financial

services offer the 'unbanked' a way to transact, pay bills and build assets."VeriFone Mobile

Money will implement a full suite of Retail Enablement applications integrated to VeriFone's range

of payment devices across the group, enabling the deployment of Mobile POS (mPOS), POS and

Biometrics for International Remittance to Airtel Money customers.

Sept 2, 2014 - Bharti Airtel on Tuesday has launched a new music streaming service with an OTT

app that is carrier agnostic. Called Wynk Music, it is currently only available for Android and iOS,

and offers an 'expert curated' library of 1.7 million regional and International songs across 8

languages (English, Hindi, Punjabi, Bhojpuri, Tamil, Telugu, Kannada and Bengali).Competing

directly with Gaana and Saavn, Airtel's free Wynk Music app is also ad-free. Two subscriptions are

available - Wynk Plus and Wynk Freedom.

Sep 7, 2014 - Bharti Airtel has announced a deal to sell some 3,500 towers across its African

networks to the tower management firm; Eaton Towers. The financial terms were not disclosed. As

part of the deal, Bharti Airtel has also signed a 10 year lease with Eaton Towers for its own use of

the assets. The deal also expands Eaton Towers' coverage in Africa to 7 countries with over 5,000

towers under management. The agreements are subject to statutory and regulatory approvals in the

respective countries.

From the Annual Report

Bharti Foundation - Bharti Foundation is the philanthropic arm of Bharti Enterprises and was set up

in the year 2000 “to help underprivileged children and young people realize their potential.”

Implementing and supporting primary, secondary and higher education initiatives, Bharti


Foundation aims to bridge the education divide and help create an equitable and empowered society

contributing towards the overall development of the nation.

The Satya Bharti School Program - The Satya Bharti School Program is the flagship rural education

initiative of Bharti Foundation. Launched in 2006, the program is one of the largest end-to-end

initiatives in education, undertaken by a corporate in India. Envisioned as temples of learning,

radiating knowledge and excellence for underprivileged children, Satya Bharti Schools provide

quality education, free of cost to underprivileged children in rural India with a special focus on the

girl child.

Young Leaders Initiative - As a part of the corporate induction schedule at Bharti Airtel Limited,

there is a special two week program wherein the new recruits of the Company are sent to volunteer

on location at the Satya Bharti Schools as an element of their CSR orientation. In 2011-12, 74

Young Leaders from the Company volunteered for 15 days across 74 Satya Bharti Schools in Punjab

and Haryana.

ACT - A Caring Touch is an employee philanthropy initiative that provides Bharti Group employees

a platform to contribute to any charity of their choice in terms of time, skills, knowledge or money.

Airtel Delhi Half Marathon - The Airtel Delhi Half Marathon (ADHM) being held every year since

2008 provides Bharti Foundation a great platform to showcase its work in the field of education. It

also provides an opportunity to like-minded organizations and individuals to contribute towards this

social cause.

Project P7 - With the objective of reducing diesel consumption at cell sites, Bharti Infratel,

subsidiary of Bharti Airtel Limited, pursued a programme known as ‘P7’. Under this programme,

1,300 sites in Bihar have completed Solar Pv installation. Other technological interventions like DG

Optimization and IPMS (Integrated Power Management Solution) were implemented to reduce the

diesel footprint at our network sites.

Project “Green City” - Green City Project aims at “Going DG Free” whereby DG (Diesel

Generator) shall not be used as back up source; instead, newer technology solutions shall be

deployed to support network operations. Airtel and Indus Towers have developed various solutions

which have proved to be technology breakthroughs in promoting green solutions such as Free

Cooling Unit, Inverter Solution and High Power Batteries.

Rising Stars Campaign - Airtel has leveraged its sponsorship arrangement with Manchester United

to launch Airtel Rising Stars, a football talent hunt to find the best young footballers (14-16 years of

age) in India, Sri Lanka and Bangladesh. Airtel was looking to manage this campaign as a project.

Football is a growing sport in India and the whole idea of kids going to train with Manchester

United was an extremely exciting prospect for us to work on. The brief was simple, where we had to

create a campaign that runs across India, Sri Lanka and Bangladesh to capture the fact that Airtel is

sending children to train at Manchester United. (http://www.youtube.com/watch?v=qNdZVZOC-og)


35609.5 38015.8

41603.8 45350.9

49918.5

0.0

10000.0

20000.0

30000.0

40000.0

50000.0

60000.0

Mar' 10 Mar' 11 Mar' 12 Mar' 13 Mar' 14

Sales(in crore)

10699.25

8725.8

6956.2 6454.8

8377.4

0

2000

4000

6000

8000

10000

12000


PAT(in crore)


Telecom Sector India FY13 saw the mobile subscriber base decline by 6% YoY. This was because of shutdown of services

by some of the operators (Uninor, Videocon and 7 more) whose licenses were cancelled in February

2012. At the end of March 2013, the country’s total telecom subscriber base (fixed plus mobile)

stood at about 898 m. The tele-density level stood at about 73% by the end of the fiscal. During

FY13, India's mobile subscriber base de-grew by 6% YoY, from 919 m to 863 m, while the fixed

subscriber base declined by about 8%, from 32.17 m to about 30.21 m.

Prospects

As far as the fixed line business goes, the low penetration levels in the country and the increasing

30.05

22.95

16.72 14.23

16.78

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00


EBIT(as % of sales)

21%

17%

5% 10%

17%

2%

28%

Total Expenditure

Access Charges

Licese Fee

Employee Benefits

Power & Fuel

Rent

Advertising

Others


demand for data based services such as the Internet will act as major catalysts in the growth of this

segment. However, the growth would be mitigated by increasing substitution of landlines by mobile

phone. The PSUs will however continue to retain their dominant position. This is on account of

high capital investments required in setting up a nationwide network. As a result, the private sector

players will have to rely on key business centers and pockets of high urbanisation for their growth.

Increasing choice and one of the lowest tariffs in the world have made the cellular services in India

an attractive proposition for the average consumer. The mobile penetration levels in urban areas

have already crossed 100%. Therefore the main driver for future growth would be the rural areas

where wireless tele-density is around 40.23%. .

After a failure of not one but two rounds of spectrum auction, the regulator has proposed a slashing

of the reserve rates for the upcoming auction. However the same has questioned by the DoT panel.

The operators are in desperate need for spectrum. In addition to this the prices for the upcoming

license renewal would also be decided on the basis of the auction price. Therefore the operators are

keen that the reserve prices be slashed. However, whether this happens or not, remains to be seen.

The operators continued to operate on thin margins during FY13. Due to intense competition,

tariffs continued to remain low. However in recent times operators have seen better realizations.

This is more a function of the elimination and cutting down of subscriber related costs rather than

an increase in tariffs. Therefore there has not been any adverse impact on usage despite better

realized rates. Rationalization of costs and tariffs is expected to continue in the current fiscal as well.

However, if the auction prices are cut in a substantial way, there could be a return of competition

which in turn could limit tariff increases or cut down of acquisition costs.

Balance sheets of operators continued to remain under pressure. Operators are also in the process of

shoring up funds for the upcoming license renewals and payments of one time fees. The incumbents

Bharti Airtel and Idea Cellular have raised money in recent times through stake sales and qualified

placements respectively.

Advertising Campaign

1995 – Power to Keep in Touch This era saw the beginning of mobile communication in India. Only the elite in society that could

afford to keep mobile phones. Hence, the tag line 'Power to keep in Touch' designed to make the

user feel 'in control i.e. be powerful'. The logo was colored black, in uppercase and with bold

lettering, all signifying power. It positioned the brand in premium category aimed at elite class of

society, more as a lifestyle brand. To keep in sync with the target audience, it sponsored games like

Golf.

http://www.equitymaster.com/5MinWrapUp/detail.asp?date=11/16/2012&story=5&title=Common-sense-is-so-uncommon


1999 – Touch Tomorrow The reasons for changing the “Power to Keep in Touch” tagline are as follows:

Now, cellular service operators could drop their prices and target new customer segments.

As the category developed with prices going down sharply, Airtel began talking to a wider

spectrum of potential users. This gives the birth to the new Tagline.

This was also a time when customers needed to be educated; interest levels were high, but the

customers' exposure to the cellular world was limited. Airtel took out full and half-page ads in

newspapers, answering queries like "what is roaming?", "what is coverage area?" and "how to make

international calls". Airtel started talking to new segments of customers by positively positioning and

establishing itself as a brand that improved the quality of life. The new campaign was launched to

facilitate entry into new markets, essentially the mass market. A new logo for Airtel was devised. It

was in red, black and white colors with “Airtel” enwrapped in an eclipse. The logo was indicative of

the core values of the brand: Leadership, Performance and Dynamism.

2002 – Live Every Moment In 2002, Airtel signed on music composer A R Rahman and changed its tune to "Live every

moment". This strategy was launched to capture the imagination of the customer. The tagline

denotes that each and every person in India lives every moment (emotions, feelings etc.) of life. And

Airtel helps in doing so. The focus was on the endless possibilities of technology to make life good

and advertising became two-pronged: a product-driven communication that showcased new

offerings like the Magic prepaid card, and an emotional communication that showed younger

people. (http://www.youtube.com/watch?v=3wbm0dwxl0Y)

2003 – Express Yourself 'Express yourself' was successfully launched taking ownership of the entire space of

telecommunication and strengthening the emotional bond that Airtel had established with its

customers over the years. It highlights the capability of Airtel in terms of performance and network

coverage. Airtel also modified its logo to give it a more energetic and younger look. By this time, the

emotional angle was predominant it was a stark, black and white imagery that could stand out in

what was becoming a highly commoditized, crowded market.

(http://www.youtube.com/watch?v=MGixlU_i-dc)

2008 – Taaki Pyaar Me Dooriyan Na Aaye The commercial is about interplay between a newly married romantic couple (Madhavan and Vidya

Balan) who are deeply in love and simply can't get enough of each other. The creative concept sets

an interesting context in which tariff revisions are announced.

(http://www.youtube.com/watch?v=2MSp6w3_BAs)

2008 – Atoot Bandhan Atoot Network The tagline ‘Atoot Bandhan, Atoot Network’ gels with the story and is in-sync with the ‘appeal-to-

the-sentiments’ theme Airtel has been following consistently. The message of the film was that

http://www.youtube.com/watch?v=3wbm0dwxl0Y

http://www.youtube.com/watch?v=MGixlU_i-dc

http://www.youtube.com/watch?v=2MSp6w3_BAs


when one sets out from a village to a big city, he reassures folks back home that he will remain

connected to his roots through the Airtel network. (http://www.youtube.com/watch?v=go0cgaYepVE)

In another TVC, Shreyas is playing the role of a man who is carrying the collective hopes of his

village. His father just reminds him of that to bolster his confidence and this is possible through the

vast Airtel Network. This campaign plays on a very simple insight that when one man from a village

makes it big, everybody back home has a lot of hopes pinned on him.

(http://www.youtube.com/watch?v=PRMJAH-KoHA)

2009 – Together Good Things Happen Airtel rolled out an integrated campaign to reiterate its brand belief “Together, good things happen”

and reinforce the iconic stature of Brand Airtel through a larger than life association and

expression. It shifted the communication premise from a network that helps build one-to-one

relationships to the one that helps maintain and nurture multitudes of relationships that make us the

kind of people we are. Ad showcases Shahrukh Khan’s success story which is based on various

relationships he has shared and nurtured in life and is, thus, a perfect brand fit.

(http://www.youtube.com/watch?v=qCTgzNJW6ng)

Airtel Delhi Half Marathon 2009 (ADHM) is the on-ground manifestation of the same brand belief.

TVC introduces the campaign thought through the endorsement by the movie icon, Shahrukh

Khan, who is remembering the sheer joy of running during his growing up years in Delhi. He ends

by expressing his desire to go back to those simpler, happier times– and run with the ordinary

citizens of Delhi. (http://www.youtube.com/watch?v=7zONSEMJypE)

2010 – Connect to Airtel, Connect to Success The new campaign pointed out the usefulness of having a mobile phone to get on the path to

success. The ads were meant to mobilize activation in rural markets. In the first ad, Shreyas tells

Rajpal Yadav he doesn't need an office to start his tour guide business, but just a phone to get in

bookings. In the second ad, Talpade gives Yadav, a paanwala, the idea of boosting his business by

getting a phone to take orders to deliver paan to people's houses. The ads end with Talpade saying,

"Airtel bajega to tarakki bolegi". The objective was to get the consumer to view the mobile phone as

an economical tool and not just as a communication tool and therefore encourage the rural

consumer to invest in it. The characters speak in specific dialects and their chemistry speaks

volumes.(http://www.youtube.com/watch?v=0XNHI4u-gjU)

http://www.youtube.com/watch?v=OGylDh4427k)

2010 – New Identity Airtel unveiled its new global identity as part of its global expansion plans, to be rolled out across 19

countries in Asia and Africa. The new identity underlines Airtel’s willingness to embrace everything

that is new. The red color, which is an integral part of the brand, continued to represent the energy

and dynamism that has made Airtel the success it is today. The new curved addition to the logo is a

symbol which will help ensure instant recognition across diverse international markets. The Airtel

http://www.youtube.com/watch?v=go0cgaYepVE

http://www.youtube.com/watch?v=PRMJAH-KoHA

http://www.youtube.com/watch?v=qCTgzNJW6ng

http://www.youtube.com/watch?v=7zONSEMJypE

http://www.youtube.com/watch?v=0XNHI4u-gjU

http://www.youtube.com/watch?v=OGylDh4427k


signature tune has also been refreshed by A R Rahman. The new tune retained the essence of the

original but uses an inspiring musical style, with a universal appeal, that will be loved by listeners the

world over. (http://www.youtube.com/watch?v=-d0ExEW6zSE)

2010 – Endless Goodbye New Airtel ad shows that a boy and a girl tells goodbye to each other a number of times but keep

meeting each other within a fraction of a second. This shows the importance of relationships that

are hard to part with. There are so many people who stay apart from each other as they cannot be

together, and this ad shows that distance can really be reduced by Airtel 3G.

(http://www.youtube.com/watch?v=_BR0JB3z6gI)

2011 – Har Friend Zaruri Hai Yaar In today’s Facebook generation, one can have unlimited 'friends'. This isn’t the ‘yeh dosti hum nahin

todenge' kind of friendship. This is an acquaintance of casual utility; where every kind of friend can

have his/her role. The campaign captures the true spirit of today's youth. The early morning friend,

the late night savior, the guy who throws his house open, the guys who always pile on. The ones

who borrow money from you, the ones who pay for you - the list is endless. The innate truth is, we

all know someone like that, and that is what makes this campaign so memorable and relatable. The

campaign reflects a deep human insight, that friendship is one of the most endearing and treasured

aspects of our lives. The objective set was clearly to make the brand tone and voice younger by

several notches but without alienating the rest of the world. So while the brand had to retain its

larger life truth core, they interpreted contemporary philosophy as new brand voice going ahead.

(http://www.youtube.com/watch?v=gkz2rHQZYPg)

2012 – Jo Tera Hai Wo Mera Hai This was to show how one could stay connected with all the friends one couldn’t do without, the

idea this year is to focus on sharing. And the earlier youthful rendition of “Har friend zaroori hai”

has evolved to “Jo mera hai woh tera hai”. It emphasizes the importance of internet in strengthening

the bond of friendship. The tempo in the ad picks up as an energetic bunch of young adult gets

rocking on an open-top, double-decker bus, celebrating the way they can share their lives via the

internet. The jingle is catchy, which, say its makers, is one the youth can relate to. The double-decker

bus brings out the idea of mobility very strongly and the jingle helps the environment come alive.

(http://www.youtube.com/watch?v=eF6he-zKWYQ)

By usurping friendship as an objective co-relative Airtel has attempted to do two things — target a

population, mostly in the 18-20 age-group, that has taken to data services faster than any other

demographic, and tell them that the service provider is the best option they have in staying

connected.

2012 – Baat Sirf Paison Ki Nahi The campaign is built on the insight that money sent or received on time is what makes it precious.

This thought is captured in the tag line ‘Baat sirf paison ki nahin hai’. The TVC features youngsters

in different situations who benefit from the service, not just because of the convenience of “instant

http://www.youtube.com/watch?v=-d0ExEW6zSE

http://www.youtube.com/watch?v=_BR0JB3z6gI

http://www.youtube.com/watch?v=gkz2rHQZYPg

http://www.youtube.com/watch?v=eF6he-zKWYQ


money”, but also because of the happiness and satisfaction of their desire being fulfilled.

(http://www.youtube.com/watch?v=tJomXf-CWSQ)

2014 – ‘The Smartphone Network’ This all new campaign by brand Airtel rides on the surge in adoption of data services led by

increasing penetration of smartphones across India. “Data is clearly driving the next phase of

telecom revolution across the globe. In recognition of this phenomenon, Airtel have made

significant technology and network investments to ensure delivery of the best data experience for

smartphone users in India. The TVC is a thematic film with a contemporary take on the role that

smartphones and data networks are playing in bringing millions of data savvy Indians closer to one

another. (http://youtu.be/T9BlI9nhqTE)

http://www.youtube.com/watch?v=tJomXf-CWSQ

http://youtu.be/T9BlI9nhqTE

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