Scribd Logo
Upload

Welcome to Scribd!

  • 68 views

    Airtel's New Logo Analysis

    Uploaded by

    nasreencristiano
    Airtel recently overhauled its logo and signature tune to appeal to new customers from its acquisition of African telecom companies and operations in 18 countries. However, customer feedback on social media overwhelmingly criticized the changes, with 69% of tweets analyzed being negative about removing the iconic previous logo and signature tune. While Airtel spent $300 million on rebranding, many felt this would have been better spent improving network services. Within a month, other companies like GAP reverted back to their original logos after similar customer backlash online. It remains to be seen if Airtel will reconsider its new branding changes in response to these consumer sentiments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd

    Airtel's New Logo Analysis

    Uploaded by

    nasreencristiano
    68 views3 pages
    Airtel recently overhauled its logo and signature tune to appeal to new customers from its acquisition of African telecom companies and operations in 18 countries. However, customer feedback on social media overwhelmingly criticized the changes, with 69% of tweets analyzed being negative about removing the iconic previous logo and signature tune. While Airtel spent $300 million on rebranding, many felt this would have been better spent improving network services. Within a month, other companies like GAP reverted back to their original logos after similar customer backlash online. It remains to be seen if Airtel will reconsider its new branding changes in response to these consumer sentiments.

    Original Title

    Airtel’s new logo analysis

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Airtel recently overhauled its logo and signature tune to appeal to new customers from its acquisition of African telecom companies and operations in 18 countries. However, customer feedback on social media overwhelmingly criticized the changes, with 69% of tweets analyzed being negative about removing the iconic previous logo and signature tune. While Airtel spent $300 million on rebranding, many felt this would have been better spent improving network services. Within a month, other companies like GAP reverted back to their original logos after similar customer backlash online. It remains to be seen if Airtel will reconsider its new branding changes in response to these consumer sentiments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    68 views3 pages

    Airtel's New Logo Analysis

    Uploaded by

    nasreencristiano
    Airtel recently overhauled its logo and signature tune to appeal to new customers from its acquisition of African telecom companies and operations in 18 countries. However, customer feedback on social media overwhelmingly criticized the changes, with 69% of tweets analyzed being negative about removing the iconic previous logo and signature tune. While Airtel spent $300 million on rebranding, many felt this would have been better spent improving network services. Within a month, other companies like GAP reverted back to their original logos after similar customer backlash online. It remains to be seen if Airtel will reconsider its new branding changes in response to these consumer sentiments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    http://marketinomics.

    com/experiences/airtel-new-logo/

    Airtel’s new logo analysis

    India’s largest mobile service provider Bharti Airtel is all set to overhaul its look and come forth
    in a new avatar tomorrow. Recently Airtel had acquired African operations of Kuwait’s Zain
    Group in 15 countries at an enterprise value of $10.7 billion. Bharti had already said it will
    launch Airtel’s brand in Africa around October/November this year. The acquisition added about
    40 million mobile phone users from African countries to Bharti Airtel’s subscriber base of over
    130 million. The company has wireless operations across 18 countries – India, Sri Lanka,
    Bangladesh and 15 countries in Africa.

    To please the new customers and giving it an international flavor, Airtel launched its new logo
    and a new signature tune. The new logo, as they say, represents a dynamic force of energy which
    would bring the management and customers closer. Nothing of that sort seems to be happening.
    Customers aren’t really happy with the change.It took a month for GAP, an apparel brand, to
    revert back to its original logo after analyzing conversations on social media. After all the
    criticism Gap released a statement on its Facebook fan page: “Thanks for everyone”s input on

    the new logo! We’ve had the same logo for 20 plus years, and this is
    just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled
    to see passionate debates unfolding! So much so we’re asking you to share your designs. We
    love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on
    this crowd sourcing project.”

    Soon, they reacted “Since we rolled out an updated version of our logo last week on our website,
    we’ve seen an outpouring of comments from customers and the online community in support of
    the iconic blue box logo,” Gap Brand North America President Marka Hansen said in a
    statement.
    “We’ve made the decision not to use the new logo on gap.com any further.”

    “With intentions to go international and please global audience, a company must not lose
    the local flavor!” is what a friend of mine realized after listening to their new signature tune.
    The previous signature tune of Airtel by AR Rahman is the most downloaded ringtone in the
    country. In spite of recieving such respect from customers, they went ahead and changed it. One
    thing about that tune was that it was instantly catchy when compared to the general trend related
    to AR Rahman tunes / songs. The new tune lyrics is written in alien language! It looks more
    peppy and international in its approach. But truth be told it has destroyed the entire experience
    Airtel’s previous tune had set up.

    Here are few screenshots from one timeline on twitter with #airtel as keyword. They are not
    morphed to club all negative feedback.

    Out of the tweets I analysed, 19% are positive (surprisingly, after spending 300 Crores on re
    branding), 12% are neutral and the rest 69% are against the change. 46% have recommend
    spending the amount on providing better service rather than re branding, 72% have rightly
    agreed that previous signature tune is better than the new one. Leaving apart statistics, reading a
    few tweets in the time line can give an idea about the acceptance of change. Some say it looks
    like an inverted videocon logo, some relate it to uninor and some relate the colors with vodafone.

    A London based company Brand Union has designed this new logo. Interestingly, Brand Union
    is associated with Vodafone’s logo as well. JWT is working on the new positioning, which says,
    ‘Dil jo chahe pass laye’. Airtel is expected to complete the rollout of the entire campaign in Sri
    Lanka in the next couple of weeks. In Bangladesh, the campaign will be rolled out in the next 30
    days. In the African nations, Ogilvy will be the agency and the rollout will be completed by
    November 24. The campaign will continue until the middle of January next year, and will be
    followed by other campaigns on new offers from Airtel.
    I am assuming that they have done their research before the launch of new logo or if they
    haven’t, they must consider these conversations as an extended part of research and observe the
    reaction over a period of time to take a final decision.

    Here is the new signature tune, compare it with the previous one. I personally liked the new logo
    but not the new music, what’s your opinion?

    You might also like