Bharti Airtel is counting on its "endearing" brand to build on its acquisition of Zain Telecom's African operations. In addition, it aims to do what Indian companies are getting increasingly known for: Reduce costs.
A third-party brand valuation is signalling an imminent threat but analysts say impact on the business is still some time away.
Mind you, here we are not talking subscriber base or the pecking order in the India mobile phone market; this is simply about brand recall and the likeability factor.
Telecom major Bharti Televentures on Tuesday announced batting maestro Sachin Tendulkar as its new brand ambassador besides unveiling a brand campaign -- Express Yourself -- for its mobile service brand AirTel.