Sri Sharada Institute Of Indian Management -Research

Approved by AICTE Plot No. 7, Phase-II, Institutional Area, Behind the Grand Hotel, Vasant Kunj, New Delhi 110070 Website: www.srisiim.org

Project Report on Managerial Business Communication On Role of Communication in Branding of Airtel

Submitted To: -

Submitted By: SAURABH SINGH ROLL NO 151

Prof. Mukesh Bhatia

(PGDM 2013-2015)

Declaration

We hereby declare that the following project report of Role of Communication in Branding of Airtel is an authentic work done by us. This is to declare that all work indulged in the completion of this work such as research, analysis of activities of an organization is a profound and honest work of ours.

Place: New Delhi

SAURABH SINGH

(PGDM 2013-2015)

ACKNOWLEDGEMENT

We would like to express my hearty gratitude to my faculty guide, Prof. Mukesh Bhatia for giving us the opportunity to prepare a project report on Project Report on Managerial Business Communication and for his valuable guidance and sincere cooperation, which helped us in completing this project.

SAURABH SINGH

PGDM Batch (2013-2015) SRI SIIM

AIRTEL COMPNEY PROFILE: Bharti Airtel Limited

Type Traded as

Public BSE: 532454NSE: BHARTIARTL BSE SENSEX Constituent Telecommunications 7 July 1995[1] Sunil Bharti Mittal

Industry Founded Founder(s)

Headquarters 1 Nelson Mandela Road, New Delhi, India[2] Area served South Asia, Africa, and theChannel Islands Sunil Bharti Mittal (Chairman and MD) Fixed line and mobile telephony,broadband and fixed-line internet services, digital television and IPTV 419.31 billion (2012)[3] 137.58 billion (2012)[3]

Key people

Products

Revenue Operating income Profit Total assets Total equity

53,700 million (2012)[3] 635.59 billion (2012)[3] 18.98 billion (2012)[3]

Employees Parent

21,299 (2012)[3] Bharti Enterprises (52.7%)[4][5] SingTel (15.57%)[4][5] Vodafone (4.4%) Airtel Africa Airtel Digital TV Airtel Sri Lanka Airtel Bangladesh www.airtel.com

Subsidiaries

Website

Bharti Airtel Limited, commonly known as Airtel, is an Indian multinational telecommunications services company headquartered in New Delhi, India.

It operates in 20 countries across South Asia, Africa, and the Channel Islands. Airtel has a GSM network in all countries in which it operates, providing 2G, 3G and 4G services depending upon the country of operation. Airtel is the world's third largest mobile telecommunications company by subscribers, 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 largest provider of mobile telephony and second largest provider of fixed telephony in India, and is also a provider of broadband andsubscription television 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.

Airtel is credited with pioneering the business strategy of outsourcing all of its business operations except marketing, sales and finance and building the 'minutes factory' model of low cost and high volumes. The strategy has since been copied by several operators. [9] Its networkbase stations, microwave links, etc.is maintained by Ericsson and Nokia Siemens Network[10] whereas IT support is provided by IBM,[11] and transmission towers are maintained by another company (Bharti Infratel Ltd. in India).[12] Ericsson agreed for the first time to be paid by the minute for installation and maintenance of their equipment rather than being paid up front, which allowed Airtel to provide low call rates of 1/minute (US$0.02/minute).[13] During the last financial year (200910), Bharti negotiated for its strategic partner Alcatel-Lucent to manage the network infrastructure for the tele-media business. On 31 May 2012, Bharti Airtel awarded the three-year contract to AlcatelLucent for setting up an Internet Protocol access network (mobile backhaul) across the country.

In todays world real time is real important. So, we shape digital strategies that clients need, and use social media to deliver what consumers want. After all, no relationship ever works if only one person does all the talking. Our specialty is branding. Our work includes some of the most recognized brands in the world: Barclays, ExxonMobil, GlaxoSmithKline, Hennessy, Mandarin Oriental Hotel Group, Mattel, Panasonic, Smucker's, Universal Studios and Walmart to name a few. Weve also been behind some of the worlds highest-profile events, ranging from every Olympic Games since the early 70s to the GRAMMYs to the Golden Globes and Live Earth. And driving our strategies are some of the best brains in the business, all thinking about your business. For every challenge we tackle, we create teams that will best achieve your goals. We might combine Social Media evangelists with Sustainability advocates; Healthcare experts with High Tech geeks; Energy enthusiasts with Entertainment connoisseurs; Corporate experts with Consumer innovators whatever it takes to deliver amazing ideas with serious impact, every time.

The core of what we do is simple: we build brands by captivating, engaging and motivating stakeholders to act. How we get there is much more complex. We are decidedly more entrepreneurial and risk-taking than other agencies our size. We relish the hunt for ideas, for solutions and for brand opportunities. We work in concert with the clients research, as well as tapping our own vast consumer databases. This helps us understand each brands positioniing (or create new ones), and identify unique marketing and media opportunities.

Practices

It doesnt matter if your companys in healthcare or hair care, our global practices are capable of orchestrating an instant classic. Your brand anthem might start with a little Brand Planning & Research. Then the Creative kicks in. With a Branding backbeat and a catchy Social Media melody, youre getting into the communications groove. Theres a killer Sustainability solo and then the vocalist hits that Consumer high note. Oh, yeah! Together, our global practices form one helluva super group. Your fans will be out their seats and up on their feet in no time.

Industries The people who make up our Industry teams are bonafide geeks you know, the kind with infinite child-like curiosity, boundless energy and fits of inspiration. And we have a knack for turning the complex into something comfortable, even hummable. We dont stop at one chart-topping hit either. We are relentless in our push to reinvent, redesign and re-imagine everything from the basic press release to virtual blogger events to elaborate, multi-market campaigns around the globe.

Fuel-injected ideas If Einstein was just a mathematical genius, he would have simply been known as the super smart guy with a wild haircut. What made Einstein one of the most renowned thinkers of the 20th century was his ability to blend science with imagination. The result, in his case, was the Theory of Relativity. In our case, it is purpose-driven creative that captivates, motivates and activates.

Were not suggesting were a bunch of Einsteins our math scores arent quite there but by immersing ourselves in research and digging deep into the data, we get fired up to imagine the seemingly impossible. This is where our agency mantra Dig Deeper. Imagine More. comes into play. We dig deeper into the research, juxtaposing it against the science of consumer behavior, such as opinion surveys, Web chatter, purchase patterns, geographic nuances, and even our own proprietary international branding study called Brand Asset Valuator (BAV), to reveal the critical clues to design the best concept imaginable. And then we imagine more. We train our people in creativity and immerse them in a culture that thrives on it. It doesnt take long before ideas are ricocheting off the walls. Einstein would have been proud. Contact us See us on Flickr

Company History - Bharti Airtel Ltd.

Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures received certificate for commencement of business on January 18, 1996. The Company was initially formed as a wholly-owned subsidiary of Bharti Telecom Limited. The chronology of events since Bharti Tele-Ventures was incorporated in 1995 is as follows: Calendar year & Events 1995 - Bharti Cellular launched cellular services'AirTel'in Delhi 1996 - STET International Netherlands NV, or STET, a company promoted by Telecom Italia, Italy acquired a 20% equity interest in Bharti Tele-Ventures - Bharti Telenet launched cellular services in Himachal Pradesh 1997 - British Telecom acquired a 21.05% equity interest in Bharti Cellular

- Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle - Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT, for providing VSAT services 1998 - Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT Internet for providing Internet services - First Indian private fixed-line services launched in Indore in the Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services monopoly of DoT (now BSNL) 1999 - Warburg Pincus (through its investment company Brentwood Investment Holdings Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures - Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular Holdings) acquired an effective 32.36% equity interest in Bharti Mobile (formerly JT Mobiles), the cellular services provider in Karnataka and Andhra Pradesh circles - New York Life Insurance Fund, or NYLIF, acquired a 3% equity interest in Bharti Cellular 2000 - Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti Mobinet (formerly Skycell Communications), the cellular services provider in Chennai - Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in Bharti Telenet and 18.8% from Bharti Telecom thereby making Bharti Telenet a 100% subsidiary of Bharti Tele-Ventures - SingTel (through its investment company Pastel Limited) acquired STET's 15.3% equity interest in Bharti Tele-Ventures - Bharti Tele-Ventures acquired an additional effective 41.64% equity interest in Bharti Mobile (by acquiring the remaining 36.55% equity interest in SC Cellular) resulting in Bharti Tele-Ventures holding an effective 74% equity interest in Bharti

Mobile. 2001 - Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular - Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for establishing a submarine cable landing station at Chennai - Bharti Tele-Ventures issued additional equity for approximately US$ 481.30 million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay Cellular and Bharti Telecom - Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly Spice Cell ), the cellular services provider in Kolkata - Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial from Bharti Telecom and Intel, respectively - Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from British Telecom, thereby making Bharti Cellular its 100% subsidiary - Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti Mobinet from Millicom International and BellSouth International, thereby owning 89.5% equity interest in Bharti Mobinet, which was further increased to 95.3% following an issuance of additional equity shares by way of rights issue - Punjab license restored to Bharti Mobile by the DoT and migration to NTP - 1999 accepted - Bharti Cellular entered into license agreements to provide cellular services in eight new circles following the fourth operator cellular license bidding process - Bharti Telenet entered into license agreements to provide fixed-line services in the Haryana, Delhi, Tamil Nadu and Karnataka circles - Bharti Telesonic entered into a license agreement with the DoT to provide national long distance services across India - Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license agreements with the DoT to provide ISP services in India - Bharti Telesonic launched national long distance services under the brand name of "IndiaOne"

- Bharti Telenet launched fixed line services in Haryana under the brand name of "TouchTel". 2002 - Comes out with issue of 18.53 crore equity shares through book building route with a floor price of Rs 45 per share, received bid for 18.55 crore shares. Through the issue, it becomes the first company in India to come out with 100% book building issue -Issue price fixed at Rs 45 per share, floor price fixed by the company. Raises Rs 834 crore -Shares listed on BSE, NSE and DSE, opens at 11% premium to its issue price of Rs 45 -Enters into a 5-year agreement with Escotel and ETL of the Escorts group to contract leased line connectivity for its cellular operations -Mr. Ravi Akhoury ceases to be Director of Bharti Tele -DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of the company -Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile -Ties up with SSC (Secondary School Certification) Board, Hyderabad, where Bharti will announce SSC results to its customers on their mobile phones -ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs -Bharti forays into Mumbai with offers -Alpine International Ltd. and ELM International Ltd. acquire shares of Bharti TeleVentures -Sunil Mittal, Chairman & Managing Director of the company, bags Businessman of the year award by Business India 2003 -Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh Circle -Company accorded its approval for amalgamation of its subsidiary companies viz: Bharti Telenet Ltd, Bharti Telesonic Ltd, Bharti Broadband Networks Ltd and Bharti Comtel Ltd through scheme of Amalgamation. The merged entity would be renamed as "Bharti Infotel Ltd"

-Air Tel launches Local direct dialling facility in Chennai circle -Mobilises $315 m long term foreign currency borrowings for expansion of cellular operations -Bharti Cellular unveils CareTouch service -Bharti Group's cellular brand Airtel has unveiled free multimedia messaging services (MMS) for its customers. The company has also rolled out pan-India GPRS (General Packet Radio Services) for its corporate subscribers -Launches its `IndiaOne MeetXpress' audio-conferencing service -Punjab, Haryana get free incoming calls from Airtel -AirTel provides SMS facilities to hearing impaired in Chennai -Goa, Maharashtra gets 'voice portal' services by Bharti Cellular -Launches free additional connection to its new subscribers in New Delhi -Mr Sin Hang Boon and Mr Wong Hung Khim have resigned from the Board of Directors of Bharti Tele Ventures Ltd with effect from February 27, 2003. -Airtel provides SMS cricket updates -Bharti Mobinet Ltd, the Bharti group company that provides the AirTel mobile service in Chennai, today launched its GPRS (General Packet Radio Service) network and an MMS (multi-media messaging) on the GPRS platform -AirTel unveils new ring tones for karnataka cellular market -AirTel Subscribers exceed 3 million mark -AirTel unveils RAD system -Mr P M Sinha resigns from the Board of Directors of the Company with effect from March 31, 2003. -Bharti TeleVentures announces the completion of merger with Bharti Mobitel -Bharti Mobitel Ltd. merged with Bharti Cellular Ltd.

-AirTel reintroduces 'Mobile 2 Mobile' offer for Karnataka customers -AirTel, Touchtel jointly offer free Touchtel land line for post-paid Airtel connection -AirTel rolls out voice mail service for pre-paid customers -AirTel unveils new scheme for pre-paid customers giving away free talk time worth Rs 10 crore -Airtel surpasses 4 lakh subscriber base in Karnataka -Bharti announces new tariff plan AirTel 012 -Offers 0-1-2, a new cellular package for the customers, which means zero charges on incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs 2 on mobile-to-mobile STD calls -Rolls out Airtel messenger service -AirTel offers bundled handset, connection package for Rs 5715 -Airtel slashes SMS rates to 60 paise; excludes Delhi and Mumbai -Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its stake to 100% in Bharti Mobile -Iinks distribution pact with Hathway Cable. With this alliance, Bharti is said to be the first telecom firm to step into television distribution services -Six cell operators move over from Bharti to VSNL -Airtel augments cellular coverage in TN by including Arcot & Walajapet in its network -Airtel ties up with Coke in Chennai to sell its Magic prepaid cards -AirTel embarks on network expansion in Hyderabad -Airtel unveils IndiaOne Long Distance Calling Card -AirTel introduces unified tariff package in TN, Chennai -Airtel becomes front runner in Karnataka's mobile services market

-Bharti Tele launches 'Always on' service to its subscribers -SBI, AirTel announce EMI offer at Rs 299 -Bharti and MTV join hands to launch new SIM card -AirTel unveils new post-paid scheme at zero rental -AirTel launches `Happy Plan' in AP -Airtel emerges as the highest selling pre-paid card -Airtel join hands with Alcatel & Videocon to launch new scheme -AirTel service provider touches 5 lakh customers in Punjab -Airtel offers 5 new services for its customers in Mumbai -Bharti launches first dual band network in Delhi -Gets 14th place among top 25 Cos in India -Bharti Mobile crosses 4 lakh mobile subscribers in AP -Airtel holds top position in terms of dealer penetration -Prof. V S Raju has been inducted on the Board of Directors of the Company. -Touchtel launches SMS service in fixed line phones in Karnal, Panipat -AitTel unveils special offers in Kerala -AirTel launches InnoWest for the western region -Bharti Tele-Ventures enters into an agreement with Telesystem (Mauritius) Pvt. Ltd -Airtel slashes out going sms price to 30ps - AirTel on December 16, 2003 announced the launch of expense tracker service, which provides customers the option of tracking their day-to-day expenses on a daily or monthly basis. To avail of this service, the customer should register himself by sending EXP REG Your mail ID{gt} to 3020. This service will allow a user to track expenses, while on the move by sending an SMS. Each SMS sent to 3020 would cost Rs 3.

-AirTel introduces MTV Club Card in Chennai 2004 -Bharti unveils new card for Mecca piligrims -AirTel enrolls 50,000 customers in its mobile service in 60 days -Launches WAP enabled portal Service in Kerala - Bharti Cellular's AirTel has extended its mobile connectivity to Karaikkal, Nagur, Mannargudi and Kovilpalayam in Tamil Nadu circle. -Airtel customer base touches new high of 5 lakh mark in Andhra Pradesh - Mobile service provider AirTel is launching its first ever MMS (Multi Media service) downloads in Tamil. The launch of this service has been timed to coincide with Pongal. -AirTel tie up with MAA TV -Airtel launches Rs 50 pre-paids recharge -AirTel launched a family pack for its post-paid customers in Chennai on January 29. According to a press release, the family pack may have a maximum of 10 members spread across the country. The combined basic plan fixed charges/rental of all family members in the pack will have to be equal to Rs 450 but less than Rs 1000 for the family 450 pack and above Rs 1000 for the family 1000 pack. The offerings under family pack 450 include 15 free mobile to mobile STD minutes within the family, 50 free local calling minutes to each family member, calls within the family in same circle at 50 paise per minute, 25 free local SMS and one subscription alert service free for 3 months. -Bharti Tele-Ventures enters into a three year service agreement with Ericsson -Bharti Tele-Ventures (BTVL) has signed and received unified access service licence to provide GSM services in five circles including Uttar Pradesh (East), West Bengal & Andaman Nicobar, Orissa, Bihar and Jammu & Kashmir. The licence has been granted to Bharti Cellular Ltd (BCL), the cellular arm and subsidiary of BTVL. -Airtel announces the signing of the first-ever bilateral roaming agreement between an Indian mobile service provider and its counterpart in Pakistan. This facility will be available to pre-paid as well as post-paid customers. AirTel's roaming agreement is

with Mobilink, the only GSM cellular service provider in Pakistan -Acquires switching systems from Tekelec that will give a technological edge to the company -Bharti Tele-Ventures Ltd signed an information technology outsourcing deal with infotech major IBM, estimated to be in the range of $700-750 million for a ten-year period. -Jayant Khosla, new chief executive officer, Mumbai -Signs MoU to join the South East Asia - Middle East - Western Europe 4 (SEA-ME-WE4) consortium along with 15 other global telecom operators. -Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the latter's 67.5 per cent stake in cellular services company Hexacom for Rs 430 crore. -Bharti Tele garners $100 m via FCCBs - Samsung India Electronics Limited has tied up with cellular operator Bharti for bundling its mobile handsets with a connection. -The Bharti group finalised a Rs 500-crore deal to share its national long-distance (STD) network with VSNL in a first-of-its-kind accord between two top telecom service providers in a bid to optimise capacities in the NLD segment. - Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL) has signed a Right to Use (RoU) agreement to deploy mobile telephony major, Bharti Tele-Ventures' existing National Long Distance (NLD) backbone. -Airtel offers talktime transfer service -Airtel has announced money-back guarantee offer in case of call drop or poor network experience for its subscribers -Bharti launches 2-in-1 card -- Airtel launched two-way international roaming and GPRS for prepaid customers in the Maharshtra and Goa circles -India's leading cellular company Bharti Tele-Ventures has bagged the "Asian MobileNews operator of the year" award in India and the subcontinent -Bharti Tele-Ventures Ltd has awarded a $15 million equipment contract to Swedish

telecoms company Ericsson -Bharti Televentures announced formation of a new "strategic business unit" to offer various telecom and IT services through a single contact -Bharti Televentures unveiled a mobile portal featuring sports, entertainment and news among others -Airtel ties up with Micro Tech to set up 'Mcops' vehicle security system -Bharti Tele-Venture on July 19 launched ring back tone service which is a personalized mobile music service where the caller hears songs and other sound clips instead of the traditional switchboard "ring-ring" tone -Airtel, a private telecom services provider, has commissioned its first 24x7 customer service centre in Andhra Pradesh -Airtel unveils Rs 199 pre paid card -AirTel join hands with NMIMS to offer executive MBA programme -AirTel introduces new scheme for hearing impaired in Maharashtra & Goa -AirTel inks pact with JP Mobile - Rolls out Enhanced Data Rate for Global Evolution (EDGE) network in Pune on September 9, 2004, Ties up with Nokia for sale of Nokia 6230, an EDGE-enabled handset. -AirTel unveils first virtual calling cards in India -BTVL rolls out EDGE services in Bangalore -Airtel rolls out Full Talktime Advantage card -Airtel rolls out wi-fi services in Mumbai -BTVL launches new 'Airtel Broadband Friendly Offer' -Airtel launches GPRS services for pre-paid customers -Airtel partners with ITPO to set up Wi-Fi network in Delhi -Airtel launches EDGE services and a new pre-paid plan for Chennai

-Airtel introduces LAS in Karnataka 2005 -Airtel launches video services for its GPRS customers on February 22, 2005 -Airtel unveils new TV ad featuring Sachin, Sharukh -Bharti Tele-Ventures launches telecom network in Andaman & Nicobar -BTVL unveil fixed line, broadband services -Bharti inks $125-m deal with Nokia for rural network expansion -Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have joined hands to launch mChq - a revolutionary new service - a credit card on the mobile phone -Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India -Bharti Tele Ventures announces agreement with Vodafone -Airtel unveils 'free flight' offer -Airtel unveils starter pack -Bharti Tele-Ventures launches under sea cable system 2006 -Airtel unveils Re 1 STD plans -Airtel launches NetXpert. -Airtel launches Post2Pre recharging service on April 04,2006. -Airtel sets up customer centre -Mobile service provider Airtel today announced the launch of `Save My Phone Contact' service for its pre-paid and post-paid customers in Delhi -Bharti Tele Ventures bags 'Wireless Service Provider of the Year' & 'Competitive Service Provider of the Year' awards

-Sunil Mittal bags CEO of the Year award -Cellebrum join hands with Airtel -Airtel Mega unveiled in Coimbatore -Airtel joins hand with Microsoft -Bharti Airtel Ltd has informed that Microsoft and the Company announced a strategic partnership that will offer a range of software and services for small and medium businesses (SMBs) in India. -Bharti Airtel Ltd on Nov 8, announced a first-of-its-kind alliance with the Adani Group for establishing an end-to-end modern telecommunication network infrastructure for the latter's multi-sector special economic zone (SEZ), located near Mundra Port in Kutch district of Gujarat. -Company has changed its name from Bharti Tele-Ventures Ltd. to Bharti Airtel Ltd. 2007 -Bharti Airtel, telecom major, has come out with a slew of initiatives including buying out SingTel's 50 per cent stake in joint venture under sea cable company Network i2i for $110 million. -Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on Economics of Quality. -Bharti Airtel Ltd has announced the following changes in the operational leadership structure and roles in the Company effective April 01, 2007. -Bharti Airtel Ltd on April 01, 2007, has announced the reduction in International Long Distance Tariffs (ISD) for all its mobile customers in India. -Airtel signs agreement with HTC for touch screen mobile. 2008 - Nokia Siemens Networks on Jan 3 declared that it has been awarded a multi million euro contract from Bharti Airtel Ltd for deployment of a single interactive voice response (IVR) platform across 23 circles. The three-year turnkey contract comprises designing, planning, systems integration and optimisation services to raise overall customer experience. The new IVR solution will enable Airtel to deliver services such as voice SMS, televoting, call management services, caller ring back tone and voice

portal on a faster time-to-market basis and, therefore, reduce OPEX costs. - Bharti Airtel Ltd on February 13, 2008 has announced that it has achieved the 60 million customer mark. This landmark has catapulted Bharti Airtel into the club of top mobile operators in the world in terms of subscriber base. The 60 million customer base covers mobile as well as fixed line and broadband customers. - Bharti Airtel tied up with US-based Apple Inc to bring the popular GSM-based iPhone in the country. - Bharti Airtel Ltd has forged a technology alliance with Infosys Technologies Ltd to launch its Direct-to-Home (DTH) television services. Infosys, through its digital convergence platform, will offer a suite of products including devices, application servers and interactive applications for Airtel's DTH services. 2009 - Bharti Airtel has signed a five-year managed services deal valued at $500 million with Alcatel Lucent for its fixed-line and broadband operations. - Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is aimed at offering the added advantage to Airtel customers to be in touch with each other at an affordable rate of 50 paise per minute, be it a national long distance call (STD) or a local call. - In order to create products and services for the small, medium and large enterprises, Bharti Airtel and Cisco announced a strategic business alliance. The alliance would combine the strengths of Airtel's network service and Cisco' Internet Protocol (IP) technologies. - Bharti Airtel - Airtel and mChek announce milestone of One Million users; introduce a broad range of new mCommerce services. -Company has splits its Face value of Shares from Rs 10 to Rs 5 --Registered Office of the Company has been shifted to Aravali Crescent, 1, Nelson Mandela Road, Vasant Kunj, Phase II, New Delhi - 110 070. 2010 - Bharti Airtel submitted its bid for 3G spectrum, the auction for which starts from April 9. - Bharti Airtel has partnered with US-based software maker VMware Inc. It has done

this in order to focus on the cloud-based managed computer services market. - Bharti Airtel, India's No.1 cellular carrier has won broadband spectrum in four circles. Earlier, Bharti has said that it had tied up the entire financing requirement of $8.3 bn for the planned buy, through a series of banks. - Gearing up for the roll out its 3G services soon, Bharti Airtel on Monday said it has chosen Ericsson India, Nokia Siemens Networks and Huawei Technologies as network partners to launch the third generation mobile services. All the three partners will plan, design, deploy and maintain a state-of-the-art 3G HSPA (high speed packet access) network in 13 telecom circles of the total 22 for which Bharti Airtel has bagged the licences for over Rs.12,000 crore. 2011 - SBI and Airtel join hands to usher in a new era of financial inclusion for unbanked India" -Bharti Airtel in Kenya Unit increased after the price was reduced since august last year and the Subscriber Base has gone up by 2 million doubling its base to 4 million. -Bharti Airtel is planning to launch third generation services (3G) services in 1500 cities across India by the end of March, 2012. - Indian Telecom Giant Airtel is also looking to promote the education and social developemnts in African countries along with its business. In the same row, it has adopted a primary school in Ajegunle, Lagos in Nigeria. With this step, the company also announced its strategy to promote primary education in the country as part of its corporate social responsibility. -In order to strengthen its managed services offerings to enterprises in India, Bharti airtel, Indias telecom major, has partnered with Savvis. This partnership will strengthen managed services portfolio of Bharti offering innovative solutions to enterprises operating in or expanding into India. For expansion of its services platform in India, Savvis will use airtel's data centres, bandwidth capacity, network support and provide managed services including intelligent hosting, disaster recovery, managed applications, migration planning, consulting, a suite of network and security services and transformational services. -Airtel launches 3G services in Mumbai -Bharti Airtel to offer broadband TV for Rs 99 -Airtel 3G subscriber base touches 2 million mark

-Bharti Airtel, which brought Kuwait-based Zain, African cellular operations, last year, eyes big revenue from the 15 African nations it operates in. The company had paid $9 billion (Rs 40,000 crore) for the acquisition. It is aiming to touch revenues worth $5 billion (Rs 22,000 crore) and reach 100 million subscribers by the end of March, 2013. Zain was making revenues of $2.9 billion (Rs 13,200 crore) per year at that point of time and had 44.2 million subscribers. -Bharti Airtel announced the appointment of two new CEOs for its Broadband/Data and DTH/Media services. The first appointment announced Rajiv Rajgopal is the CEOBroadband/Data, while Shashi Arora was announced as the CEO-DTH/ Media services. -Bharti Airtel awarded license to operate 2G and 3G mobile services in Rwanda -Bharti Airtel signs agreement with Nokia Siemens Networks to expand in 2G & 3G -Bhart Airtel rises on TDSAT move to lift 3G roaming ban 2012 - In an agreement to jointly create an inspirational business model for mCommerce, country's leading telecommunications company, Bharti Airtel has enrolled IT titan, Infosys as its technology partner for Airtel money -The Giant in Telecom Industry Bharti Airtel partners with Singapore-based mobile content service provider Novosol to offer sports value added services (VAS). This partnership estimates the revenue to Rs.500 Crores yearly. -Bharti Airtel, Axis Bank in deal to provide mobile banking services in un-banked areas -Bharti and Qualcomm announce partnership for 4G -Bharti Airtel ranks first in terms of subscriber in Cellular Operators Association of India (COAI) -Bharti Airtel signs agreement with Opera Software Country's largest telephone services provider, Bharti Airtel, has entered into an agreement with Opera Software to allow its subscribers to access the latters unique proxy-server-based browser on their mobile phones. -Bharti Airtel mulls expansion in Malawi; may invest up to $25 Millions

-Bharti Airtel gets EuroFinance Treasury award -Walmart likely to stay with Bharti for new Indian multi-brand retail Joint Venture -Telecom giant Bharti Airtel introduced the world first intercontinental roaming facility, which would offer free incoming calls to African businessmen, tourists and students while travelling in India, Sri Lanka and Bangladesh, said the media reports. -Bharti Airtel launches an Emergency Alert Service for its customers to alert message with location details to 10 different mobile numbers.

TRANSFORMATION OF BRAND LOGO OF AIRTEL

The logo transformation had helped airtel to built the same image world wide the logo of airtel is same in entire world. We can easily identify the brand airtel as with the logo of airtel we can connect to airtel ltd.

Airtel Communication Strategy

Airtel has been the first player in India to offer some niche services like Blackberry, Caller Tunes, personalized ringtones and has even attached itself with the biggest names like Sachin Tendulkar, AR Rahman and Shahrukh Khan to promote the brand.

Airtel has always backed on human relations and emotions in their brand communication through its advertisements focusing on the emotional content. The brand promotions have come a long way with its signature tune composed by AR Rahman in the year 2002, to the latest campaigns inspired by the theme of friendship. In the 2010, Airtel launched a new signature tune and it even rebranded its logo and launched the Dil Jo Chahe Paas Laaye campaign. This initiative was taken to target the corporate and post-paid subscribers with its new communication. In 2011, the brand launched the Har Ek Friend Zaroori Hota Hai campaign with a same signature tune modified to focus on the youth and targeting itself as The friendship brand. The campaign wa s a huge success with its lively tune. Since then, Airtels campaigns have been inspired by the theme of friendship. In the year 2012, it launched the latest Ad campaign which complemented the earlier ad, focusing on on friendship Jo Mera Hai Who Tera Hai, which is again a hit amongst the viewers and its customers.

Rebranding

Logo used by Airtel till November 2010 On 18 November 2010, Airtel rebranded itself in India in the first phase of a global rebranding strategy. The company unveiled a new logo with 'airtel' written in lower case. Designed by Londonbased brand agency, The Brand Union, the new logo is the letter 'a' in lowercase, with 'airtel' written in lowercase under the logo.[94] On 23 November 2010, Airtel's Africa operations were rebranded to 'airtel'. Sri Lanka followed on 28 November 2010 and on 20 December 2010, Warid Telecom rebranded to 'airtel' in Bangladesh. Sponsorship On 9 May 2009 Airtel signed a major deal with Manchester United. As a result of the deal, Airtel gets the rights to broadcast the matches played by the team to its customers. Bharti Airtel signed a five-year deal with ESPN Star Sports to become the title sponsor of the Champions League Twenty20 cricket tournament. But now the deal is terminated and karbon is sponsoring Champions League Twenty20 cricket. Airtel, also signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season.

Airtel, signed a deal to be title sponsor the I-League for 201314 I-League. Signature Tune The signature tune of Airtel is composed by Indian musician A. R. Rahman. The tune became hugely popular and is the world's most downloaded mobile music with over 150 million downloads.[98]A new version of the song was released on 18 November 2010, as part of the rebranding of the company. This version too was composed by Rahman himself. Green Initiative GreenTowers P7 program Bharti Infratel is the only telecom tower company, which has installed almost 3 MWT of solar capacity on their network, generating more than 5 million units of electricity every year. The Green Towers P7 program is scoped for 22,000 tower sites (primarily rural areas having low or no Grid Power availability) out of which 5,500 sites have already been implemented in the first year as a part of this 3-year program. Once completed, the initiative will reduce diesel consumption by 66 million liters per year with a significant carbon dioxide reduction of around 150,000 MT per year. Bharti Infratel bagged the 2011 'Green Mobile Award ' at the GSMA Mobile World Congress at Barcelona and was also awarded the 2010 innovative infrastructure company of the year award at the CNBC Infrastructure Awards for this groundbreaking initiative. Bharti remains the first company in the world to introduce the practice of sharing of passive infrastructure by collaborating with their competition to share mobile towers and to reduce the collective carbon footprint of the industry. This has become a subject of case studies in institutions including theHarvard Business School. Energy Conservation The company has installed solar hot water generator at its main campus in Gorgon for fulfilling the hot water requirement in the cafeteria. Majority of its facilities across NCR region are now equipped with LES (Lighting Energy Savers) which have reduced energy consumption in the lighting system to the tune of 1025%. Variable Frequency Drives installed in AHU (Air Handling Unit) at its campus have helped in enhancing the efficiency of cooling system by 10%. These measures have resulted in a total saving of 8.5 lakh units of electricity per year. Airtel has embarked upon technology related initiatives like virtualization of servers that has helped it release over 500 CPUs. Also the drive of sending e-bills to the post-paid customers is helping save 12,840 trees annually. Within its campus the Secure Print Solution' an automated queue management based secured printing solution has led to an annualized saving of about 8 metric tonnes of paper.

Alternative energy sources such as solar energy used at 1050 sites saving 6.9 mn litres of diesel and approximately 280 million. Energy efficiency measures such as Integrated Power Management Systems and variable speed DC generators have resulted in reduction in the rate of diesel consumption by 1.2 million litres, leading to savings of 47 million across 900 sites. Demand side management like Free Cooling Units (FCU) instead of air conditioners has been implemented across 3400+ sites, saving consumption of 4.1 million liters of diesel.