!

DEA
Innovate. Stimulate. Liberate…

IDEA Cellular is a publicly listed company, having listed on the Bombay

Stock Exchange (BSE) and the National Stock Exchange (NSE) in March
2007.
Idea Cellular, India's fifth-largest cellular services operator, has
acquired the promoter, the Modi Group's, stake in Spice
Communications, a regional operator with a presence in two circles,
namely Punjab and Karnataka. Idea, along with Telecom Malaysia
International (TMI) will now make an open offer for a further 20% stake
in Spice, as required by Indian securities regulations. The combine will
be the fifth-largest mobile operator in the country, with over 72mn
subscribers, a presence in 13 circles with operations due to commence
shortly in four more circles and a combined market share of over 11%.
It is a pan India integrated GSM operator covering the entire telephony
landscape of the country, and has NLD and ILD operations.
A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has
the distinction of offering the most customer friendly and competitive
Pre Paid offerings, for the first time in India, in an increasingly
segmented market. From basic voice & Short Message Service (SMS)
services to high-end value added & GPRS services such as Blackberry,
Datacard, Mobile TV, Games etc - IDEA is seen as an innovative,
customer focused brand.

IDEA offers affordable and world-class mobile services to varied

segments of mobile users. Be it high end users, or low-end, price
sensitive consumers - IDEA's tariff plans are designed to suit every
pocket.
With a vision of delighting its customers while meeting their individual
communication needs anytime, anywhere, IDEA offers seamless
coverage to roaming customers traveling to any part of the country, as
well as to international traveling customers across over 200 countries.
IDEA Cellular has partnership with over 400 operators to ensure that
customers are always connected while on the move, within the country
or other parts of the world.
IDEA is the winner of 'The Emerging Company of the Year Award' at
The Economic Times Corporate Excellence Awards 2008-09. The
company has received several other national and international
recognitions for its path-breaking innovations in mobile telephony
products & services. It won the GSM Association Award for "Best Billing
and Customer Care Solution” for 2 consecutive years. It was awarded
"Mobile Operator of the Year Award - India” for 2007 and 2008 at the
Annual Asian Mobile News Awards.
IDEA Cellular is an Aditya Birla Group Company, India's first truly
multinational corporation. The group operates in 25 countries, and is
anchored by over 1,30,000 employees belonging to 30 nationalities.
The Group has been adjudged the '6th Top Company for Leaders in
Asia Pacific Region' in 2009, in a survey conducted by Hewitt
Associates, in partnership with The RBL Group, and Fortune. The Group
has also been rated 'The Best Employer in India and among the Top 20
in Asia' by the Hewitt-Economic Times and Wall Street Journal Study
2007.
Service Areas
The Indian telecommunications market for mobile services is divided
into 22 "Service Areas" classified into "Metro", Category "A", Category
"B" and Category "C" service areas by the Government of India. These
classifications are based principally on a Service Area's revenue
generating potential.
IDEA is a pan-India operator with services being made available in all
parts of the country.
The telecom service areas have been divided into Established and New
Service Areas.
Established Service Areas
The established service areas are Delhi, Andhra Pradesh, Gujarat,
Maharashtra, Haryana, Kerala, Madhya Pradesh and Uttar Pradesh
(West).
Licenses for the Maharashtra and Gujarat Service Areas were awarded
in December 1995, with network rollout and commercial launch
achieved in 1997. In January 2001 the mobile operations in Andhra
Pradesh Service Area were integrated with IDEA through a merger with
Tata Cellular Limited.
In June 2001, the mobile operations in Madhya Pradesh Service Area
were fully integrated with IDEA through an acquisition of RPG Cellcom
Limited. In October 2001, the license for Delhi Service Area was
acquired during the fourth mobile license auction, with network rollout
and commercial launch in November 2002.
In January 2004, Escotel Mobile Communications Private Limited
("Escotel"), was acquired with its original licenses in the Service Areas
of Haryana, Uttar Pradesh (West) and Kerala. All these Service Areas
were re-branded and integrated with IDEA in June 2004.
New Service Areas
The New Service Areas are Uttar Pradesh (East), Rajasthan, Himachal
Pradesh, Bihar, Mumbai, Karnataka, Punjab, Orissa, Chennai & Tamil
Nadu, Jammu & Kashmir, Kolkata & West Bengal, and Assam & North
East.
Licenses for Uttar Pradesh (East), Rajasthan and Himachal Pradesh
were acquired through the acquisition of Escotel (Escorts
Telecommunications Limited).
Idea launched its services in Mumbai and Bihar in 2008. The Mumbai
launch was the largest Metro City launch in India. In Bihar, Idea
acquired 500,000 subscribers in just over 100 days.
Brand Idea was launched in Karnataka and Punjab, through the
acquisition of Spice Communications.

The company has expanded its pan-India presence through service

launches in Orissa, Chennai & Tamil Nadu, Jammu & Kashmir, Kolkata
& West Bengal, and the North East states in FY10.

Marketing Strategies Of Cellular Giants

Promotional Strategies
As competition in the telecom arena has intensified, service providers
have taken new initiatives to woo customers. Prominent among these
are - celebrity endorsements, loyalty rewards, discount coupons,
business solutions and talk time schemes.

Vodafone
Vodafone Essar is the Indian subsidiary of Vodafone Group and
commenced operations in 1994 when its predecessor Hutchison
Telecom acquired the cellular license for Mumbai.
Vodafone marketing strategy:
• Vodafone is currently indulging in aggressive marketing with the
latest Zoozoo campaign. This campaign is an example of
breakthrough marketing.
• Under this campaign there are billboards in every city showing the
Zoozoo ads Vodafone.
• Vodafone along with shoppers Stop has launched Zoozoo
merchandise consisting of t-shirts for men and women, mugs,
kidswear, etc. Vodafone customers can avail 10 %discount on that
merchandise
• Vodafone used IPL- 2(2009) to launch this campaign and it is
aggressively continuing the campaign during IPL-3. (2010)
• Vodafone Essar’s advertisement campaign and marks a new era in
the Indian context of character based marketing.

• Vodafone’s strategy is customer focused and product led; the

company is continually developing new products and services which
utilize the latest technological advances.

• Vodafone continues to use a customer measurement system called

“customer delight” to monitor and drive customer satisfaction

Airtel

Marketing strategies:
• segmentation

• product innovation

• heavy advertising

• customer care

• The Airtel logo is a strong, contemporary and confident symbol. The

image style and color palette is appealing.
• The recently launched print ads staring Kareena Kapoor and Saif Ali
Khan are being liked by the masses as they have roped in the strong
celebrity couple who can change the perception of the product in the
consumers mind.

!DEA Campaign
Idea cellular is running another series of campaigns under " An idea
can change your life " theme. This time, the brand is evangelizing
"save the trees" idea.

Idea cellular should be commented for its consistency in their

positioning. It is very easy for the brand managers to become bored at
harping on same theme again and again. This can prompt some
managers to change for the sake of changing thus undoing the entire
work done so far. In that way, it is good to see Idea cellular milking the
maximum out of its big idea.

Coming to the campaign, as usual the campaigns are catchy,

humorous and have a message which is miles away from where the
brand stands.

According to reports, the brand is planning a 360 degree campaign to

take the concept to the masses.
The brand had wisely taken a strategy which acted as an effective
clutter breaker. No one misses the campaign but after a while no one
remembers it too. Although the campaigns talks about various issues,
It has been felt a sort of disconnect somewhere. If we look at similar
consistent campaigns like Fevicol or Gillette, there is a strong string
which connects their campaigns together. That connecting string is
missing in the Idea cellular campaigns.

About the suggested Campaign

The motto behind such a campaign is to clearly build a brand image

which may withstand for long years to come. The campaign focuses on
what is socially good and is people oriented. While most of the telecom
operators showing ways to use mobile, !DEA showing way not to use
mobile phone because it can harm someone’s life. One IDEA that can
change someone’s life is like a social responsibility of telecom operator
which !DEA is in the front to fulfill. This is expected to increase the
image of !DEA among the Target audience.
DAGMAR APROACH
TA-All the people who drive (age>18)

Awareness through the

advertisement of !DEA

All the TA who are aware about the advertisement

Comprehends a message not to

use mobile phones while
driving

All the people among the TA who got the message

convict the message with

some strong visual

All those TA who analyzed and felt the outcome

It leads to not to use mobile

during driving
 Those TA who won’t be using a mobile phone while driving

Creative Brief

Objective- To minimize the switching rate and to acquire new customer

in the next 2 quarter.

Client profile- IDEA Cellular , Aditya Birla Group

Market- 652.42 million user base (appx.), growth rate- 45% P.A (appx.)

Product positioning- To create an image in customer’s mind through

portraying what is socially good for human being and to live and let
other’s live safe.

Target audience – Age>18 (All those who drive)

Message/ tone- To convey a message not to use mobile while driving,

the tone that will be used is going to be serious.

Media – Electronic, Print, Billboards

Anything that must be included – The consequences of using mobile

phones while driving.

Budget- 20cr

Delivery timelines- 15days

Communication timing of the ad (Month) – 1

Geographic area- All the network coverage area and the areas in which
IDEA is about to be launched in India (DELHI-NCR, MAHARASTRA, A.P,
U.P, ORISSA, W.B, TAMILNADU, M.P, GUJURAT, KERELA)

HOW THIS !DEA ADVERTISEMENT WILL WORK???

Here the advertisement doesn’t motivate the customers to use more

mobile services rather it conveys to be safe. The service which is
focused towards connecting people should not detach people. The
advertisement is high involvement in learning as it leads to a
behavioral change. The advertisement would be a bit less effective as
the nature of the advertisement is high involvement in learning. The
advertisement for IDEA is LI and the outcome expected is HI.

ELM of !DEA Advertisement

!DEA Advertisement

Motivation to process info regarding !DEA

No

Peripheral cue present (Visual showing outcome of using mobile phone

while driving)
 Peripheral route to change attitude towards not using mobile while
driving

If you can not create someone’s life, you

have no rights to destroy
There is nothing better than to be KIND

Do not
use mobile
phones
while Driving

LIVE AND LET OTHERS LIVE SAFE

 An IDEA can save your life
For more Info log on to www.ideacellular.com

(Proposed Print Ad for IDEA)

TV script for !DEA TVC

VIDEO AUDIO
One kid with loads of smile on his
face in the way to cross the road…
One person driving his car while
talking with friends…
Suddenly people gathered in front
of the car and lifting the kid rinsed
with blood…
After some years the driver with I can never forgive myself
heavy bear sitting near a tomb
with tears remembering the past…
Abhishek Bachan coming with a Don’t use mobile phones while
message you drive
Live and let others live safe

!DEA jingle
!DEA Logo An IDEA can save someone’s
life
The FCB grid
THINK FEEL

HI

• IDEA cellular

LI
 Appeals to be used
Fear

This is basically a fear appeal campaign. Because one way of

influencing people through persuasive messages is through the use of
fear appeals. They are used to threaten or arouse fear in an audience
in order to stimulate attitude change. This advertising campaign can
Increases interest and persuasiveness among the customer.

Emotion

We have used emotional appeal in advertising. The emotional

advertisement improves brand’s impression, personality and value
with feelings. Such emotions helps advertiser to create brands. Brands
are built in the minds and hearts of customers and it is important to
understand that consumers like and consume brands rationally as well
as emotionally.

Jingle

The jingle “An IDEA can save someone’s life” can create brand building
among the consumers minds. This jingle can create a brand image
among the youth.

Media strategy

The media mix for this campaign to be used is

1. Print Media
2. Electronic Media
3. Radio
4. Outdoor media
Media vehicles

Newspapers (The Times of India, The Hindu)

Newspaper has the widest reach among the various media vehicles.
The cost for advertising via this media is relatively less. The reach of
this media to our target audience is estimated to be the largest. It is
basically an awareness based campaign so we are required to provide
the details and specifications about this campaign. It involves lesser
cost, more information and larger reach. So newspapers are our first
priority in our media mix.

TV channels (DD national, ESPN, Sony tv, MTV)

The focus is quite clear that we are trying to grab the attention of the
young generation who used neglect the traffic rules mostly even our
TA is all those people who drive. Using these channels would give an
edge to reach to the TA. The time when the ads would be shown is a
measure factor for its success. In programs like Roadies, Stunt Mania,
Cricket Matches, Movies would catch the maximum TA which is our
prime focus.

FM stations (BIG fm, Radio mirchi, Radio city)

Youths who are a major part of our target audience though targeted
from the above media vehicles but we have seen that most of them
used to listen FM stations quite often so we have planned to focus
three of the premier stations of the state through which we can grab
the attention of young audience.

Billboards
Billboards near national highways and state highways would be in
focus because it will convey the message not to use mobile while
driving as well as create an impact on the audience that here is a
cellular company called IDEA who is caring the people rather showing
only various ways to use mobile phone.

Conclusion

The advertisement campaign that is being created by us is not

targeted towards increasing the revenue for the company. As in
today’s world competition is so high in telecom industry and several
players coming into the market with innovative services that in order
to create some brand image in the customers mind you need to think
out of the box, you need to be customer focused and to be the first one
to think and work for the society.

This campaign suggests the drivers of the society to stop using mobile
phones while driving in order to avoid accidents. The TVC or Print ad
that is being suggested depicts one light moments during driving could
create a darkness to several life. So the message is clear that Do not
use mobile phones while Driving. Live Safe And Let Others Live Safe

An !DEA can save your life