Zain telecommunication network in Ghana has been over taken by Airtel an Indian telecommunication network. I can’t say I have noticed a difference in the quality of service just yet since this transition only took place a very short period ago.
Airtel has started advertising in the country but I am unimpressed with their marketing campaigns thus far. The first mistake Airtel did was to ignore one of the immutable laws of branding; The Law of Color. This law states that the brand should use a color that is the opposite of its major competitor’s.
Vodafone is known for it’s use of the color red in its marketing campaigns hence Airtel has failed to distinguish itself from Vodafone.
Airtel has also been sending poor messages in its advertisements. It’s billboard messages only look cheap and poorly thought through. I have pasted below one of its billboards. They seem to be attempting to say avoid congestion, use Airtel.