Sunil Mittal’s expansion plans of Africa that involve the $9 million deal for the acquisition of the Kenyan operation’s Kuwaiti parent company, Zain Group , will soon close by the April end and the Zian Kenya will once again face the rebranding exercise and will be named as Airtel.

The local publication Business Daily reports that Zians African arm will now be branded as Airtel once the deal draws towards closing. It is quite interesting to note that Zain Kenya underwent a massive rebranding phase in 2008 for its marketing in the 14 African nations. The total expenses at that time had been estimated closely around $28 million. With another re branding period to surpass, we can well expect the skyscraping budget to keep up the existing market and boost further business with a completely new brand badge.

“Zain managed to break new ground with its brand because it brought its communication to the local level. Should they re-brand, they would have to maintain that focus or they would lose out to the more localized brands such as Safaricom”, commented Fred Simuyu, the chairman of the Marketing Society of Kenya.

Sunil Mittal who is quite excited to take on the league of Zian Kenya sees Africa having potential growth opportunities among the emerging markets, given its high population, lower mobile penetration and relatively less competition. Also a company that actually spends millions and signs a slew of celebrities for endorsements, Airtel will no way compromise with its brand establishment in the foreign land.

Source: ITnewsafrica

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