PTI [ FRIDAY, AUGUST 30, 2002 8:31:50 PM ] MUMBAI: Delhi-based telecom major Bharti Tele-Ventures has lined up an advertisement spend of Rs 100 crore for its core cellular brand 'AirTel' for the current financial year and has roped in Asia's mozart A R Rahman as its ambassador.

"We will spend Rs 100 crore as part of our marketing initiative on AirTel brand in the fiscal 2002-03 and are planning to involve Rahman in our corporate campaign for 'Bharti' as a mother brand," Bharti Enterprises joint managing director Ranjan Bharti Mittal said.

He said the new brand campaign delivered AirTel's new positioning 'Live Every Moment' in a simple yet real fashion.

On association of the renowned music composer with the brand, Mittal said the new AirTel TV campaign celebrates a person's inherent need to communicate simultaneously and grab that moment to live it completely.

"Rahman reinforces the leader-innovator and Indian cum international dimensions of AirTel," he said.

Speaking about AirTel's performance in the telecom market, Mittal said the company's average revenue per user stood at $16 or Rs 800 to Rs 900.

"The talk time is increasing for post-paid customers at Rs 300 to Rs 400 plus per user," he said, adding that Bharti has a subscriber base of two million.

Mittal said the company was currently repositioning the subscriber base and expects a 10 per cent increase in its post paid users which are currently at 30 per cent while reduce the pre-paid by 10 per cent to 60 per cent.