Airtel: A brand's journey from India to Africa

By Sagar Malviya, March 31, 2010 (Mumbai) - NDTV Profit

For Bharti Airtel, India's largest telecom network provider, crossing boundaries was never that easy, especially in a market where global telecom giants are already spending millions of dollars to create their brand identity.

Bharti's latest acquisiton is not just about adding 42 million subscribers, but it also means transition from a home grown brand into a larger than life global brand. And similar to the Indian market the African continent will have its own challenges.

“There would be challenges which is why Airtel has to make sure it creates their campaign keeping the local touch in mind. It is actually Zain becoming Airtel, so in their rebranding exercise they will have to create a transition with proper connect,” said Ajay Chandwani, director of Percept.

That's exactly how Orange Mumbai was at first rebranded to Hutch and then to Vodafone in the Indian market.

But this time it is a continent with over two dozen countries. And experts feel consumers in Africa might be rigid when it comes to rebranding of consumer products but technology could just pass the test.

It will actually work for Airtel because Indian brand is considered as a foreign brand and African continent is very much like the Indian consumers with different tastes and preferences. So it will be welcome as Indian brands is looked upon by large number of Indian diaspora who are also influencing,” said Rekha Pamani Gulati, Director – International & New Business at DMA Yellow Works.

But the key issue for Bharti is to convince consumers that Zain will remain almost the same only a bit better now.

The company would also hope that Airtel as a brand manages to survive in this continent known to be the land for survivors.

  1. Original Story at NDTV Profit
  2. DMA Yellow Works website


Pepsi to launch Pepsi Max in India

Softdrik brand Pepsi is planning to launch one of its global brands Pepsi Max to compete with its arch rival Coca-Cola's brand Thums Up.

Pepsi Max, is a low-calorie, sugar-free cola, marketed by Pepsi Co as an alternative to regular Pepsi and Diet Pepsi. However, Pepsi is tight-lipped about the launch.

“We have diet Pepsi but its share size is very small. We can't push the consumers towards it because consumers are not used to the diet concept here,” said Punita Lal, ED, marketing of Pepsi Co.

That's precisely the reason in India Thums Up continues to dominate the over Rs 8000 crore carbonated soft drink market.

While Pepsi is the second largest brand, Sprite from the Coca Cola stable is fast catching up while Coke itself is at the fourth position. Pepsi which has so far restricted itself as a youth brand now wants out to reach out to a wider consumer base.

Though experts feel if they do so its brand identity could be at stake. Pepsi has always been a peppy and youth oriented brand. If it tries to have a masculine image like Thums Up then it could confuse the brand identity,” said Snehasis Bose, VP Strategy at DMA Yellow Works.


  1. Read the original article at Info Indyan 
  2. More on Brand Solutions at DMA Yellow Works 


Mother Pious Lady - A book Reading by Santosh Desai

It was an evening to remember. An honor for DMA Yellow Works to host Santosh Desai, columnist, observer and author of the "un-put-down-able" book - Mother Pious Lady - Making Sense of Everyday India.

Aptly put by Paritosh Joshi (who welcomed the author); the book presents palpable glimpses of everyday India woven together as a quilt. Each chapter selected by Santosh had the audience visualizing and roaring with laughter in their seats.

This is a must read for all who wish to laugh at simplest of traits that make us Indians. We at DMA Yellow Works had the good fortune to meet Santosh personally and hear about his motivation and discuss aspects of the book with him.

It will not be long before the "Itch" or the "Scooter" are once again reignited in the minds of Indian readers... and we have this gem of a book and its brilliant author to thank for it.



Creative Melange

A mishmash of design and innovation work. Part of our series to foster creativity and design thinking at DMA Yellow Works.


DMA Yellow Works design wins PFFCA Awards 2010 for Structure & Graphics design for Improved Aesthetics

Brand - Complan Memory

Complan an iconic brand in India is popularly known for "Physical Growth Achievement" amongst kids. It is considered as a Gold Standard in Nutrition by mothers and medical fraternity both. Complan has always looked for ways to improve the physical growth of children through innovation in taste, introducing new flavors and improving the packaging for compelling communication and because of its successful endeavors in the past was awarded the Superbrand Award in 2005.

Today Complan has embarked on a new journey and extended its franchise from a mere physical growth catalyst to a Memory Booster. In today's time parents and kids are under tremendous pressure to perform and deliver results. While mothers are constantly challenged in nurturing and taking care of the family, kids on the other hand are facing the challenge of coping up with peer pressure and studies. In a research conducted amongst kids, failure to memorize everything and the ability to remember them at crucial points (exams/tests) emerged as the biggest concern, both for kids and parents. Both the factors effect the performance and the results.

Complan identified this need and introduced Complan Memory which is fortified with 5 Brain Chargers that increase the brain power in kids. Now kids can have Complan Memory and enhance their ability to absorb more knowledge and also recollect them when needed. Complan has always maintained its essence in providing a solid foundation for growing kids and now it dutifully prepares them for the future with greater intelligence and superiority.

Complan Memory has been awarded the PFFCA (Paper, Film & Foil Convertors Association) Award for "Heat Shrink label for rectangular big jars" in the category of "Structure & Graphics design for Improved Aesthetics". The Design has been developed by DMA YELLOW WORKS.