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Airtel manages to convince one person about its logo change

11, Dec 2010 By Pagal Patrakar

Mumbai. After spending an estimated 300 crore rupees on rebranding exercises, Bharti Airtel has finally managed to convince 53-year-old Ramesh Sawant that a change in logo was indeed needed for the company to “reinvent itself”.

This is the first recorded case of Airtel convincing a consumer about the effectiveness of its logo change, which took place around three weeks ago and is supposed to give the company a more “youthful” and “international” appeal.

“It makes perfect sense to me,” Ramesh Sawant declared in a press conference called by Airtel to reinforce its new brand identity, “When I was a kid, I used to write ‘a’ in the same manner as the new logo does; no doubt it’s more youthful.”

Airtel's new logo launch
Sunil Bharti Mittal feeling young after the new logo was launched in New Delhi earlier

Ramesh, who wore an Airtel t-shirt sporting the new logo, also justified writing the brand name in lower case as being a sign of youthfulness, because the new generation hardly followed proper punctuation or capitalization in grammar. In fact, he suggested ‘Airtel’ to be written in SMS language as ‘artl’ to convey uber-youthfulness.

“Yes, a lower case logo also represents humility,” Ramesh agreed and nodded as Airtel CEO Sanjay Kapoor interjected at that point with the official explanation for the lower case letters in the “new and improved” logo.

“Guddu,” was the response of Ramesh when asked what name he would like to give to the new symbol of Airtel after which the press conference was called off.

Ramesh Sawant is the first person not connected with Bharti Airtel who has publicly praised the new logo, which has often been described as a result of one-night stand between Vodafone and Videocon logos by many.

Before Ramesh, a person called Sanjeev Kullar too had praised Bharti Airtel for the new logo, but investigations into his claims later revealed that he was a crockery shop owner and had won contract for manufacturing mugs and saucers with the new logo imprinted on it to be given as corporate gifts by the company.