November 29, 2010, Colombo. Bharti airtel Lanka, a subsidiary of Bharti airtel, a leading global telecommunications company with operations in 19 countries across Asia and Africa, today unveiled its new global identity in Sri Lanka, following the successful international campaign that commenced in India recently.

The youthful expression of airtel’s new identity provides refreshing vitality to global audiences across 2 continents and over 200 million customers. In Sri Lanka, by re-inventing itself in line with the international brand, airtel continues to pioneer quality and reliability of service, breakthrough innovations and unparalleled affordability. Today airtel has emerged as Sri Lanka’s fastest growing mobile service provider, delivering an islandwide network in less than 2 years since launch.  

Sunil Bharti Mittal, Chairman and Managing Director, Bharti airtel, said “As we race to meet the emerging needs of customers, the unification of our new brand identity across Asia and Africa will enable us to optimize the benefits of a shared worldwide network.  Additionally, the new brand identity also gives us the opportunity to present a single, powerful and unified face to our customers, stakeholders and partners around the world. I believe that this combined scale of efficiencies will support our goal of bringing customers closer to what they truly love in terms of access, device or content”.

Amali Nanayakkara, CEO & MD, Bharti airtel Lanka, said “Beyond its positioning as the fastest expanding network in the country, the new international stature of airtel provides unique opportunity to experience a truly global network in Sri Lanka. Coupled together with an unmatchable combination of dynamism, youthful vigour and a pioneering spirit that has already captured the imagination of millions world over, airtel is poised to win the hearts of all Sri Lankans and contribute to its vibrant journey of emerging as one of the most admired brands of the continent”.

The new face of airtel is youthful, international, inclusive and dynamic – representing the journey of the first Indian brand to go truly global. The new identity underlines airtel’s willingness to embrace everything that is new. The red colour, which is an integral part of the brand, continues to represent the energy and dynamism that has made airtel the success it is today. The new curved addition to the logo is a symbol which will help ensure instant recognition across diverse international markets.

The airtel signature tune has also been refreshed by A R Rahman making it youthful and dynamic in line with the new visual identity. Like the earlier tune, which has made history as world’s most downloaded mobile music with over 150 million downloads, the maestro has once again delivered a master piece. The new tune retains the essence of the original but uses an inspiring musical style, with a universal appeal, that will be loved by listeners the world over.