Airtel pushes 'Together, good things happen' brand positioning

Bharti Airtel has rolled out an integrated campaign to reiterate its brand belief “Together, good things happen” and reinforce the iconic stature of Brand Airtel through a larger than life association and expression.

“With the ‘Together, good things happen’ positioning, we have shifted our communication premise from a network that helps build one-to-one relationships to the one that helps us maintain and nurture multitudes of relationships that make us the kind of people we are,” said R Chandrasekar, head - brand and media, Bharti Airtel. “Shahrukh Khan’s success story is based on various relationships he has shared and nurtured in life and is, thus, a perfect brand fit.”

Watch the TVC here:

In the film, Khan reminisces about his past and believes that he is what he is because of his network, people who have been with him throughout and his friends who stood by him in times of difficulty. “The other important thing in the film is the introduction of the refreshed Airtel logo. The logo emerges as an engaging tool formed by people, metaphorically bringing alive the proposition of ‘people network’,” said Chandrasekar.
 
Targeting all the people living in the capital city, Airtel Delhi Half Marathon 2009 (ADHM) is the on- ground manifestation of the same brand belief. “A whole city converging on the roads to experience unrestrained barrier free moments, is a celebration of our brand belief – together, good things happen,” added Chandrasekar.

Watch the Half-Marathon TVC here:

The Rediffusion Y&R-developed TVC introduces the campaign thought through the endorsement by the movie icon, Shahrukh Khan, who is remembering the sheer joy of running during his growing up years in Delhi. He ends by expressing his desire to go back to those simpler, happier times– and run with the ordinary citizens of Delhi.

The TVC has been directed by Vishal Punjabi and produced by Red Chillies.