Airtel all set for a brand refresh this festive quarter

Retail vendors that ET spoke to also said that the team will be deploying new shop banners and point of sale elements like standees will also slowly be replaced with the new colour scheme and brand messaging. Planners peg media spending by telcos at around Rs 400 crore this festive quarter, led by Airtel. A brand refresh exercise would entail significant investments in media properties since the brand would want the new look and packaging to gain recognition among the consumers.