The country's largest mobile service provider Bharti Airtel is all set to overhaul its look and come forth in a new avatar.

According to people close to the development, the company is undertaking a mammoth makeover exercise, which will involve unveiling of a new logo and the investment could run into hundreds of crores. The re-designed logo would be launched for Indian as well as overseas operations to bring synergy among the company's business ventures.

Earlier this year, the company had acquired African operations of Kuwait's Zain Group in 15 countries at an enterprise value of $10.7 billion. Bharti had already said it will launch Airtel's brand in Africa around October/November this year.

The acquisition added about 40 million mobile phone users from African countries to Bharti Airtel's subscriber base of over 130 million. The company has wireless operations across 18 countries - India, Sri Lanka, Bangladesh and 15 countries in Africa.

The logo will also feature a swoosh, along with the brand name 'Airtel'. Red would continue to be the dominant colour. The whole re-branding exercise is being carried out by J Walter Thompson (JWT).  The new logo would also feature on recharge vouchers and publicity materials of the company.

When contacted, Bharti officials did not respond to the query.

Bharti, in 2004, had announced bringing all its services - mobile, landline and broadband services - under the flagship Airtel brand.