Over time and with newer sharper branding by the competitors, Airtel was in need of re-branding - what with it’s dated logo and now boring signature tone.

“our new international identity has been specially crafted to appeal to a more dynamic & demanding audience. at the same time, it retains the core elements of what has made our brand a market leader.” – is what the  Airtel site claims about the new logo.

While the idea of change is most welcome, this change seems like a step in the wrong direction. The logo not only lacks creativity and concept, but also gives the impression that it will appear dated very soon (which could be good, for another re-haul to the logo seems almost a necessity)

With a now monumental presence, Airtel could have taken the rebranding to unprecedented levels – and come up with more than an glorified ‘A’ swoosh – which incidentally seems like a more ‘refined’ version of Zain Africa’s logo - Airtel has acquired Zain Africa’s operations in 15 countries.

As for the ring-tone – the music (standalone) with undertones of the brands existing signature tones is good, trouble begins when the singing of illegible words is incorporated.

For such a massive brand and its immense possibilities, this re-branding goes down as #FAIL.

The new Airtel TV commercial is a refreshing change from the overly loud commercials aired on television. No lessons, no kids, no expensive pets, no metaphors, no symbolic connotations, no mind bending ear shattering music, nothing hidden.

The product allows you to do everyday chorus like paying bills, transferring money – and that is what is shown. A setting that can be easily related to, simple script and a message as clear as it needs to be.