MUMBAI: Telecom giant Airtel has christened its redesigned logo as ‘Wave‘.

Wave is crowd sourced and has been chosen after a six month long excercise. Airtel initiated the online contest, ‘The Name Game‘, in the same month as the logo was redesigned. 
 
In this game, customers were invited to recommend a name for the company‘s new logo. The consumer engagement programme attracted nearly 150,000 entries. Three names were shortlisted - ‘Wave‘, ‘Hug‘ and ‘Curve‘. Eventually, ‘Wave‘ won the battle.

With this, the mobile operator attempts to bring alive the brand repositioning of ‘dil jo chahey paas laye‘.
 
According to an official communiqué, the name Wave refers to the sweeping changes that Airtel aims to bring towards enriching the lives of its 200 million plus customers in 19 countries across Asia and Africa.

It is also symbolic of ‘wave‘ of progress and prosperity that brand Airtel continues to bring in the lives of its customers everyday, through its exciting products and services.
 
The creative duties of Airtel lie with JWT, while the media buying and planning is handled by Madison.