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Airtel launches digital campaign to let customers co-create the brand

by Kriti Malhotra

Airtel recently launched a digital campaign, called ‘The Name Game’, inviting people to name its new logo. Since the brand has now been re-positioned to ‘be closer to what you love’ Airtel thought of letting the people decide the name of its new logo, and if they won, Airtel would help them to get closer to what they want. The main objective of the campaign was to maximise people’s participation and allow the consumers to co-create the brand.

by Kriti Malhotra

Airtel recently launched a digital campaign, called ‘The Name Game’, inviting people to name its new logo. Since the brand has now been re-positioned to ‘be closer to what you love’ Airtel thought of letting the people decide the name of its new logo, and if they won, Airtel would help them to get closer to what they want. The main objective of the campaign was to maximise people’s participation and allow the consumers to co-create the brand.

“We recently unveiled our new global identity with a new look that is young and dynamic. The new identity underlines the willingness of the brand to embrace everything that is new. This online contest of naming the symbol was launched as part of this younger look and feel of the brand. Ever since we unveiled the new logo, everybody has been asking us what it is called; we on our part want everybody to tell us what we can call it,” Mohit Beotra, head, brand and media, Bharti Airtel, told AlooTechie.

Airtel has also created a page on Facebook and Twitter to promote the campaign through social media. According to Airtel, the company has already received around 50,000 entries in the first 11 days of the campaign. Although the numbers are an important factor to measure a campaign’s success, Airtel considers, in this case, that is naming the symbol of one of the most successful companies in India, the quality is more important.

Kanika Mathur, president, India and SEA, Solutions Digitas, said, “The brand’s strategy was to get people closer to what they loved, and we thought that it would be unfair on the agency’s behalf to name the symbol. So, we came up with this unique idea and the brand immediately agreed. Our main aim was to let people engage with the brand and the contest synced well with the launch. Digital contest was chosen over other options because the digital platform allows quick and easy participation of the consumers.”
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5 thoughts on “Airtel launches digital campaign to let customers co-create the brand”

  1. kanika mathur grow up
    dont

    kanika mathur grow up

    dont take all the credit, why are you ignoring the real heroes who did every thing

    everybody knows whose brain child is this

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