The Hindu Business Line : Ray+Keshavan fashions brand map

THE Bangalore-based brand identity and design consultant, Ray+Keshavan Design, has revamped Airtel's "brand architecture" while integrating its different brands - IndiaOne, Touchtel, Bharti Broadband and Airtel - under the Airtel brand.

Speaking to Business Line, Ms Sujata Keshavan of Ray+Keshavan said that the brand identity of the Airtel brand was reconfigured to seamlessly integrate all the brands under Airtel.

"Advertising is more ephemeral; we looked at the longer term broader picture of the brand's identity."

The design house has laid down the guidelines on how the brand will be represented in the typography used and style through all its delivery channels and communication in a brand book that will be circulated to the various ad agencies that handle Airtel's advertising.

While Rediffusion DY&R handles the advertising for Airtel's mobile services, the advertising for the broadband and telephone services, long-distance services and the newly formed enterprise services is vested with Percept.

"The brand book will be given to every agency involved with the brand so that everybody is in the loop as far as image, style, typography of the brand is concerned," she said.

The brand book will give agencies templates on how the brand should be represented in shop signage, visiting cards, bills, in advertising and on hoardings.

The design house had redesigned the current Airtel logo in 2002 when the brand went national and was roped in to reconfigure the brand when Bharti decided to merge its services.

Mr Sonjoy Mohanty, Chief Marketing Officer, Bharti Infotel, said that the campaign created by Rediffusion to promote Airtel as a single brand will be released only across mainstream print media.

It will also undertake a direct mail campaign in the circles it operates to convey to its customers its single brand identity.

Its various call centres will also identify themselves as Airtel henceforth. The group's entire media buying operations have been vested with Madison Communications, which will bring the group significant cost savings, he added.

Announcing the unified brand at a press meet, Mr K. Krishnan, CEO, Bharti Infotel Ltd (Broadband & Telephone Services), said that an integrated brand would be a shot in the arm for the erstwhile Touchtel, as it will have the benefits of Airtel's larger distribution network and can also offer better value plans and unique bundling offers to fixed line customers.

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