Smiling woman with glasses using smartphone indoors.

A Reason To Imagine

FOR AIRTEL

India’s oldest and most reliable telecom network much needed makeover.

The goal was to refresh Airtel’s identity while preserving its strong brand recognition. The solution transformed the iconic Airtel blob into a dynamic, modular design element, ensuring consistency across formats—from billboards to mobile ads. A cohesive typeface, refined illustrations, and a unified design system empower teams across thousands of zip codes across India to maintain visual harmony.

PROJECT
Digital re-branding
Brand Guidelines
Photography
Illustration

WORK
Creative control
ArT Direction

A pink boxing glove and a paper bag with a star symbol on it.

Visual Identity System

Versatile enough to work seamlessly for all platforms & people.

The word "Pebble" in black text next to a large red semi-oval shape on a white background.

Brand iconic blobs | refreshed for digital

A white square with a thick black border all around its edges.

Large gray abstract shape with partial red text in the top left corner against a dark background.

Brand Illustration

People of Airtel are friendly, genuine, human.

Illustration of a person on a scooter with "SIM Delivery" text.

Illustration of a person sitting on a block with a laptop, surrounded by the text 'Fastest Internet' and a red background element.

Illustration of a family on a couch looking at a tablet, with text "Many Eyes, One Screen" over a red background.

Illustration of a faceless man in traditional attire using a smartphone with the text "Unlimited Talktime" on a red abstract shape background.

Illustration of two children, one sitting with a gaming device and the other standing, with a bowl and text 'Kid-friendly Gaming' on a red circle background.

Various illustrations of people engaging with technology, such as gaming, using smartphones, tablets, and laptops, depicted in simple line art style with red accents. Includes scenes of virtual reality, teleworking, and family interactions with devices, as well as tech accessories like a game controller, router, and remote control.

Brand Photography

Each scene reflects everyday life—how people use Airtel, where they use it, and how it makes them feel.

with anindita biswas, shruti aggarwhal account manager | Kunel Gaur, Sayantan Choudhury creative leads | yash prajapati, naveed hussain, sugandha kharya, samya gosh art directors | Prakhar Khandelwal, Sheetal Raghav copywriters | Pranay Patwardhan, Vishank Kumar motion designers | colston julian director / photography & more | at animal, New Delhi, India – 2021