By A Correspondent

Bharti Airtel has partnered with Happy mcgarrybowen to design the brand identity for Airtel Xstream, the digital entertainment platform by Airtel. As part of the exercise, Happy mcgarrybowen designed the brand identity and visual language for the brand.

Speaking on the engagement, Shashwat Sharma, CMO, Airtel said: “The vision for the Airtel Xstream brand was to carve a voice that speaks to today’s young, technology ready consumer. We were building an India-first platform of digital entertainment services and this needed a disruptive and market-defining visual identity. Happy mcgarrybowen became our partner in bringing that vision to life. They helped create an identity that is current, aspirational and future-ready. It’s a great visual ethos of what Airtel Xstream promises to bring to the Indian consumer going forward.”

Added Samarjit Choudhry, President, Happy mcgarrybowen: “Airtel is one of the most recognised brands in India. It has ushered in major changes in the way we use communication tools. With the launch of Xstream, they are once again on the cusp of changing our entertainment consumption habits. We have tried to capture the dynamic nature of the digital entertainment world, its confluence across platforms; obviously with the consumer at the centre of it.”