Brand Strategy Director

Brand Manager

Airtel Brand Philosophy:

How do you build brand love in the most hated category on social media? And how do you do that in the face of cut-throat competition, in the middle of pricing wars, missions to give everything free, and incredibly fast-changing technology, which is making user experiences patchy? Telecom is a service - a service where the quality varies from one person, one home, one street, to the next.

We talk about how our network is the best and there is always someone in whose house for some reason the network is not working and it's preventing them from doing the things they love. And therefore they are not very happy. To put it mildly. So if there is a news item saying Airtel’s network is the best video experience network in India, or Airtel has launched a revolutionary new intervention, all you see in trail posts are the users commenting on how their network is not working. F...