The name 'Wave' refers to the sweeping changes that the brand strives to bring towards enriching the lives of its customers, and symbolises the brand's virtues of progress and prosperity.
After undergoing an elaborate identity change, repositioning and logo redesigning in 2010, telecom giant Airtel has now gone a step further and named its new logo. The name - Wave - has been crowd-sourced through a six month long online contest that was initiated by Airtel in November 2010. This was when the positioning was switched to 'Dil jo chahe paas laye', a stand that's reiterated in the brand's communication currently on air.
The online contest, called The Name Game, invited customers to recommend a name for the company's new logo. This consumer engagement programme that led to the naming of the symbol pulled in more than 1.5 lakh consumer entries. 'Wave' was one of the three shortlisted names for the logo; the other contenders - also consumer-generated - were 'Hug' and 'Curve'. Ultimately, 'Wave' out-voted the other two.
