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Bharti Mobile to reposition brand

Our Bureau

HYDERABAD, Dec. 24

BHARTI Mobile Ltd, the cellular services provider in Andhra Pradesh under the AirTel brand, has announced a move to reposition its brand.

The Chief Operating Officer of Bharti Mobile Ltd, Andhra Pradesh, Mr I.B. Mehra, said: ``We are adopting a new brand-platform -- Touch Tomorrow -- to come closer to the customers. Through Touch Tomorrow, we are positioning ourselves to address emerging trends in cellular service operation and meet the future demands and hopes of customers.''

The new identity has a logo in red, black and white along with lower case typography to convey warmth. AirTel is incorporating the new logo in all its communication and will soon go for an enhanced promotional drive to establish the brand presence in reg ional languages as well, according to its General Manager, Marketing, Mr Tushar K. Maheshwari.

``AirTel is perceived as a premium brand. The new position is intended to add warmth to this attribute. The key here is to identify and nurture the relationship between a consumer and service while allowing attributes such as leadership, admiration, trus t, efficiency and politeness to be taken for granted. Building confidence around a core set of brand attributes, with no doubt left unanswered, is our aim,'' Mr Mehra said.

The new look will also involve the entire range of AirTel franchisees, including AirTel Connects around the State.

With the work on the backbone going on at a brisk pace, the Hyderabad-Vijayawada link is expected to be completed by January. And, by September 2001, the network from Vijayawada to Chittoor and from there to Bangalore will be ready, thereby covering anot her 800 km. This was part of the 2,500-km optical fibre connectivity project taken up in the State, Mr Mehra said.

``We expect to reach out to about 42 cities from the present 23 by the end of this fiscal, thereby covering some of the major towns in the State,'' Mr Mehra said.