Airtel launches brand across Africa

Sunil Bharti Mittal, group chairman, Bharti Airtel

With the unveiling of the new brand identity Airtel now becomes the master brand for all the group's 19 operations in Asia and Africa. In Africa, Airtel replaces the Zain brand; all future new products and services will follow the Airtel brand structure. The ZAP mobile money service will be re-branded Airtel Money with immediate effect.

Introducing Airtel across Africa

Sunil Bharti Mittal, chairman and MD, Bharti, said: "Bharti began its African journey by promising to deliver world-class and affordable mobile services to customers and delighting them with innovative products. I believe we are taking a major step towards delivering on this by introducing the heart of our business - the Airtel brand - across our operations in Africa. Our African customers will now be able to enjoy the same best-in-class brand experience as our customers across India, Sri Lanka and Bangladesh."

He further added: "We remain committed to taking our network deeper into Africa, ensuring our services touch the common man and bridge the digital divide in the continent. I am confident that over the coming years Airtel will win the hearts of customers across Africa and emerge as one of most admired brands of the continent."

New brand identity

The red primary colour of the new logo aims to reflect the warmth and vibrancy of the African continent. It represents the colour of life and of the African sun at dusk - reflecting Airtel's intended brand personality of being brave and bold, sensitive and empathetic. The new curved addition to the logo is a symbol which aims to help ensure instant recognition across the diverse international markets.

As part of the celebration of unveiling the new brand, Airtel also announced the launch of a new low cost handset package which provides a mobile phone free of charge to all new subscribers. The package, launched in conjunction with Nokia, will be priced at approx NGN3,500 (US$23) and includes a new Nokia 1280 mobile phone, a free SIM card and the equivalent value in free Airtel talk time and SMS text messages.

In the past four months Airtel has made tariff interventions in 11 of its 16 markets in Africa. It has also signed agreements to extend its networks to the most remote areas which are still not connected.