As with seemingly all major rebranding exercises, the design of the new Airtel identity has split opinion. Many have made the point that it looks like a red version of the Videocon identity, others feel that due to the color pallette it resembles Vodafone.

International feel for international markets

Airtel had to address their branding due to recent acquisitions. From being Delhi-centric just 15 years ago, they now compete in 19 international markets. The company is now the world's 3rd largest in-country mobile operator, and 6th largest in-country integrated telecom operator.

With mobile phone tariffs and services costing so little, scaleability is crucial, overseas markets and subscribers will become increasingly important in the hunt for profits.

For these reasons alone, a unified and modern brand, with an international flavor was required.

"Embracing everything that is new"

Airtel claims that the identity is, "youthful, international, inclusive and dynamic", and that the identity underlines their "willingness to embrace everything that is new".

Indian brand looking globally

Whether they have succeeded is a matter of opinion, design will always be subjective. I for one feel that they have ticked all the boxes, and that the new identity lends itself especially well to digital media. Their media strategy - and budget - has been equally impressive, over night the new identity covered Mumbai.

But, more interesting to me is the fact that an Indian brand is showing real global intent and ambition. In the process investing substantial sums to ensure that they present a coherent image to new markets, stake holders and customers alike.