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Even as Airtel continues to plaster it's new logo all over and even as I sit and watch it's new ad running on tv, even as i continue to read the good and bad being said about it - I can't seem to begin hating it as others are or even begin liking it. It's not that my instant reaction to the new Airtel logo was a wow, it was a subtle ugh!! But honestly it is growing over me. It looks better than it looked 24hours ago. I like it with the background box, without that it looks a little lost, rather i lose focus.

The choice of font too feels safe and boring, but I know choice of fonts can be painful, so little difficult to hold a grudge there. But why did they have to change, why not the old font?

The new Airtel ad left me thinking whether the execution and Tagline "dil jo chaahe, pass laaye" were in line. The ad felt more like "never have to let go" . The over-dramatization of separation, was it needed if we are selling an idea of coming together?

The choice of using international talent from a company that will have international presence is not a bad one. Would it have helped to have Indian actors, definitely, would it have failed if aired internationally, maybe. So! . I think local actors help brands to identify with audience, for Airtel now maybe it's that time, only that it's not bound anymore by India as a geographical boundary.