Diversified private telecom operator Bharti Televentures on Wednesday unveiled a unified branding strategy for all telecom services with Airtel as the flagship brand.

Under the new brand architecture, Bharti's telecom services are being clubbed under four heads.

While Airtel Mobile Services will look after mobile services, Airtel Telephone and Broadband Services will look after fixed line services and broadband solutions. Airtel Long Distance Services will be vested with international and national long distance services.

"We have been thinking of bringing all our offerings under a single brand for a long time. After studying various models we decided to go ahead with it," Bharti's joint managing director Rajan Bharti Mittal said.

Bharti's unified brand strategy is pursuant to the coming in of unified licence regime and company's high growth strategy, he said.

"Unifying all the services that we offer under a single brand offers us a scale and flexibility to offer complete solutions to our customers," Mittal said.

"The common branding strategy will allow us to leverage both parts of business (fixed and mobile) for growth," Bharti's group marketing director Hemant Sachdev said.

"We have strong relationship with enterprise market in fixed line and broadband business while our mobile business enjoys considerable trust of mass market. We would leverage both for future growth," he said.