About this document
Airtel by Ritika Dua Sambhara is a document available to read on EtoBox.
Airtel was originally positioned as an aspirational brand for elite professionals through its "Leadership" campaigns. However, as cellular markets grew, Airtel realized it needed a softer, more humanized brand to appeal to a wider customer base. In 2000, Airtel launched its new "Touch Tomorrow" campaign focusing on relationships. It changed its architecture, colors, and expanded its network of touchpoints. This helped broaden its customer base and differentiate it in an increasingly competitive market.
- Author
- Ritika Dua Sambhara
- Language
- EN