MUMBAI: Bharti Airtel has partnered with Happy mcgarrybowen to design 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, Airtel CMO Shashwat Sharma 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.”

Happy mcgarrybowen president Samarjit Choudhry added, “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.”

Happy mcgarrybowen is the creative and design agency from the house of Dentsu Aegis Network. Born and thrived in the modern-day chaos of brands doing the unconventional, Happy mcgarrybowen stands apart by not just being the communication partner, but the growth partner for clients. With communication design, experience design, engagement design and the very craft of design, Happy mcgarrybowen works agnostically of any medium to deliver solutions to the clients' business problems.