A.R. Rahman to endorse AirTel — To compose 5 symphonies for ring - TopicsExpress

A.R. Rahman to endorse AirTel — To compose 5 symphonies for ring tones # A.R. Rahman with Mr Rajan Bharti Mittal, Joint Managing director, Bharti, and Mr Hemant Sachdev, Director - Marketing and Corporate Communications, at a press conference in Mumbai on Friday. MUMBAI, Aug. 30 BHARTI Cellular has roped in music composer A.R. Rahman for its AirTel brand of cellular services in its new television campaign created by Rediffusion DY&R. A.R. Rahman is appearing for the first time in a television campaign and will compose five exclusive symphonies downloadable as ring tones for the over 2 million AirTel consumers across the country. The campaign is part of a comprehensive brand building programme and carries the slogan: `unlimited freedom to communicate spontaneously. The AirTel brands identity was earlier based on the positioning baseline — Touch Tomorrow. At a press conference, Mr. Rajan Bharti Mittal, Joint Managing Director, Bharti, said, We have allocated a marketing spend of Rs 100 crore to the AirTel brand. Almost 25 per cent of this will be towards the TV campaign. Besides, the company is also exploring the possibility of having another television campaign in the future for its corporate brand Bharti with A.R. Rahman. Said Mr Rahman, Just like AirTel, the concept of bridging emotions, distances and cultures is a concept that I often try to reflect through my music as well. However, I am not sure whether I will endorse other brands in the future. At the same time AirTel has also unveiled its TV campaign for its sub-brand AirTel Magic (its prepaid card) featuring Shahrukh Khan and Kareena Kapoor. AirTel Magic carries the baselineMagic Hai to Mumkin Hai. Adds Mr Mittal, AirTel Magic is a brand for the masses. The average Indian is into Bollywood and cricket. We might explore the possibility of getting in cricketers for the sub-brand if there lies an opportunity to do so. With a 25 per cent market share, AirTel operates in 16 states. The latest addition to its circles of operation is Gujarat.

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