AIRTEL features A.R. Rahman ‘THE MOZART OF THE EAST’ for its new brand campaign [Source: Bharti Tel Ventures, Aug 2002]





For the first time ever A.R. Rahman associates actively with any brand anywhere in the world

A. R. Rahman acts and composes an original score in the new AirTel TV campaign

First time ever, Rahman composes 5 ring tones exclusively for AirTel customers

AirTel’s new campaign reflects spontaneity—captured in the brand statement ‘live… every moment’

The new brand campaign projects a real life, young, global look & feel Supports AirTel strategic roadmap for leadership in mobile services across 16 states touching 600 million people

A.R. Rahman reinforces the ‘leader-innovator’ and ‘Indian-International’ dimensions of AirTel

Mumbai, August 30, 2002: AirTel delivers another “first of its kind” marketing initiative. For the first time ever A.R. Rahman has associated himself with any brand anywhere in the world. The “Mozart of the East” or “Asian Mozart” as he is often called has recently moved the world with his brilliant “Bombay Dreams” now features in the new advertising campaign for AirTel. The new AirTel television campaign in which A. R. Rahman plays himself reflects spontaneity and the ability to communicate just when you think, just as you feel.

The new TV campaign brings the world of communication in a spontaneous sequence that builds on the human need to connect - to talk and to listen. The linkage is mirrored in an inspired and exuberant manner by which one the world’s greatest music composer creates music and communicates it across cultures and countries. To deliver a real-life feel, the cast comprises of real musicians, among whom is Chris Nightingale, the conductor of ‘Bombay Dreams’. The new brand campaign delivers the new positioning of AirTel, “ Live Every Moment” in a simple yet real fashion. It symbolizes a persons desire to spontaneously communicate through words, emotions, sights, sounds, thoughts and actions over boundaries, distances and geographies.

Says Rajan Bharti Mittal, Joint Managing Director, Bharti “Across 16 states AirTel today epitomizes the values of leadership, innovation & performance. I am truly pleased to note that A.R. Rahman has chosen Bharti as his first association”.

Unveiling the new television campaign today, Mr. Hemant Sachdev, Director- Marketing and Corporate Communications, Bharti, said, "At Bharti, we believe in looking forward, constantly building on our strengths and becoming more relevant to changing consumer needs. The new AirTel TV campaign celebrates a person’s inherent need to communicate spontaneously and grab that moment to live it completely. We are extremely grateful to A.R. Rahman for having accepted to make this new campaign truly special. ”

A.R. Rahman will also compose, for the first time ever, five exclusive symphonies downloadable as ring tones by over 2 million AirTel customers across the country. Explaining his association with a brand for the very first time ever, A. R. Rahman said, “I am pleased to feature in the AirTel campaign. Just like AirTel, the concept of bridging emotions, distances and cultures is a concept that I often try to reflect through my music as well.”

Often referred to as the ‘Mozart of the East’ for his brilliant innovative compositions, Rahman is known for his innovative use of instruments, experimenting with new sounds and use of new voices. He has been the recipient of several awards, including the Padmashree from the Government in year 2000 and two national awards for best composer and he has received the best music director award in the Tamil Nadu State Awards six times. He has received many awards including Screen-Videocon, Zee Sangeet, Bollywood Music Awards, MTV-VMA awards among others. Notable in the list are 13 Filmfare awards. No year has gone by without a Filmfare award for Rahman since `Roja'. Rahman is clearly a leader, a composer par excellence. A.R. Rahman has never featured in any brand campaign before this one. He also has the enviable record of selling more albums than Madonna and Britney Spears put together.

The brand campaign takes forward the core strengths of AirTel and is designed to create a stronger relevance for a large segment of potential, young customers thereby living up to its credo of ‘Live… every moment’. Adds Mr. Sachdev, “Rahman proves to an almost perfect mirror of AirTel - International, leader, young, dynamic, and innovative.

The campaign is part of a comprehensive brand-building programme. Bharti recently unveiled AirTel’s brand identity that built on the earlier positioning of ‘touch tomorrow’, injected with renewed energy and heightened optimism. The film has been directed by the well-known director Rajiv Menon who created award winners like KanduKonden KanduKonden and other feature films like Sapne. The idea was conceived by Rediffusion DY&R.