Advertisement taken:

a) AIRCEL

b) CLUB MAHINDRA HOLIDAYS

c) SBI LIFE INSURANCE

AIRCEL

Introduction
The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%. Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader a position it has held since. Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. Till today, the company gained a foothold in 17 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP(West), UP(East) and Mumbai. The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP (East). Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest rating for overall customer satisfaction and network quality in 2006. Aircel emerged as the top mid-size utility company in Businessworlds List of Best Mid-Size Companies in 2007. Additionally, Tele.net recognisedAircel as the best regional operator in 2008. How serious is Aircel about its expansion plans? Maxis has earmarked $10 bn for Aircels expansion plans. Of which $5bn will be spent over the next 3 to 5 years and $1bn for this year alone. It is adding a new city/circle every other week. It started its second phase with Bangalore and followed it up with a Delhi launch. Delhi already has 6 operators and has a teledensity of 90%. To launch a crowded market space of Delhi with 10 million subscribers one has to be different. How can a service provider in telecom space be different? Not lifetime validity as it is already old. It has to be lower tariffs and may be free SMSs .Aircel did just that. One of its new plan details : Local call : Re 1 for the first minute, 60 paise for the second and 40 paise from 3rd minute onwards. There are other stuff like 300 free messages for abroad and Re 1.75 per minute for calls to USA and Canada. To gauge its popularity you just have to look around or if you are feeling lazy just turn on the TV. Every other program is being sponsored by Aircel. You can see it in the breaking news tickers too. You might have mistook it for Airtel. Even more appealing is the MS Dhoni. Just an indication of how seriousAircel

is about. It has also sponsored Chennai Super Kings team for the inaugural IPL.But how does it stack up with the Reliances, Airtels and BSNL? One thing is certain. The mobile space will be a war fighting for the next customer. It is not the next million but the next customer. Getting a customer is easy and keeping him is the hard part. Many existing service provider did not pay attention to that. Adding to that is the proposed mobile number portability. Whenever that happens, all the new players including Aircel can lure the customers from the big players. Aircel might tap the public markets with an IPO whenever this economy settles and even have the cash to bid for 3G (requires 2020 crores as a base price). Aircel is a little ambitious with its expansion plans. It plans to touch 30 million subscribers by this year end. India already has 400+ million subscribers and from where do the next 10 million will come is a key question. Aircel has to target new circles - mostly rural..

Watch the new Aircelad : http://www.youtube.com/watch?v=9glXLLjN_Fs PS :Aircel rhymes with Airtel. Unlike Reliance I Phone this is different. There are no copyrights here. Airtel = Air + Tel (telecom I believe). But Aircel is more current. Aircel = Air + Cel (Cellular phone).

Campaign Objective:
An Impactful National Launch for Aircel. Moreover, being the 6th-7th player in the market, the key challenge was to create a powerful brand image in the consumers' mind and create a distinct perception across Mediums. In order to create this uniqueness, the idea was to do an Aircel First across mediums, by way of differential usage of media in a manner never done before. Use of Starcom Connections that Captivate Philosophy: Affinity for the Brand was created through the differentiated approach of looking beyond pure demographics and building connect through the most loved platforms in a matter that creates differentiation and builds engagement. Innovations were thus planned on platforms centredaround Entertainment, Bollywood & Music. A Bottoms Up, Brick by Brick Approach was adopted wherein regional media was used for localized support and for building the local flavour while National Media was used for awareness, for triggering the passion points and for bringing about the scale needed for making a dent in the category. The Strategy was to have a high decibel campaign across a range of channels as per the requisite operating levels arrived at basis category benchmarking. Further, in order to build the 'Perception'

powerful

integration

routes

were

worked

out

on

lead

GEC

channels.

Star Plus, the lead channel in the GEC Space, was the key innovation driver. The Never Before Big Integration Idea was the Customized Creatives, wherein lead protagonists of the 5 Top Shows on Star Plus would welcome Aircel and celebrate the launch of Aircel. These creatives were aired at a high frequency during launch week, with 318 spots in the first week. Further to this, various innovations, such as Logo Bug, Score Bug and Animated Aston Bands were planned on News Channels to create engagement during content time. In Print too, like in case of TV, the whole focus was on creating disruption by deviating from the existing formats. For TOI, a landmark innovation was executed wherein the masthead was changed to 'Move On India' in keeping with the brand tag line. The layout was also restructured with a 5 column flap on the front page opening up to reveal the Aircel Ad below. For Radio too, we went beyond the mundane and did a complete takeover of Red FM on the day of launch with an All Day Inventory Roadblock, Station ID Integration and complete overhaul of the station format to fit within the brand template. Similarly, within Online, there was another 'Aircel First' with the first ever Voice Message Application on Facebook and with MSN lending their editorial space innovatively for brand announcement. On the whole, an effective, high visibility presence was established 360 degrees across mediums, with several 'Aircel First' innovations done in order to lift the brand to the level of a player of national stature.Dhoni is competent in this TVC and the attempt to caricature other Indian players like Harbhajan Singh and Sreesanth is likely to be amusing to many. And Dhoni seems to be the poster boy of Indian cricket and a big hit among the teeny-boppers.

I truly feel, that the recent Aircel's advertisement, elaborating on the advantages of mobile Internet and that too through a visible brand ambassador like Dhoni, would surely give a boost to thesame.

I personally find the ad quite well created in terms of educating the common people on day to day activities that can be done through this application.(this is the USP of AIRCEL) How handy a mobile Internet connection can be, the utility of the same. This is the time for Internet companies and other service providers to really go for the kill, in terms of deluging people with mobile Internet messages and making them at least try the same, either by providing free trial period or other incentives. Truly speaking Internet on mobile has great potential and in times to come, we will get so much accustomed to people using it, that we wouldn't wonder at the novelty of itIts time to move on. With over 17 million customers in the country, Aircel the fast growing telecom company in India has revved up plans to become a full-fledged national operator by end of 2009.

CLUB MAHINDRA HOLIDAYS

In 1996, Mahindra Holidays & Resorts (popular under its flagship brand Club Mahindra Holidays) was founded to provide holidays on a timeshare basis. Club Mahindra started with a single resort in Munnarin 1997. Presently, the company has 15 resorts in India and abroad. The majority of these properties have been acquired by the company on a lease basis from their owners. Recent reports suggest that the company is working towards acquiring and building additional resorts all over the world. Club Mahindra is also an RCI affiliate. As of 2006, 4 of the Club Mahindra resorts were accredited with the RCI Gold Crown award Since its inception in 1996, industry analysts have been surprised about Mahindra, which many consider to be a "Jeep and Tractor company", foray into the time share business. The move has been part of a diversification plan of Anand Mahindra, the group vice-chairman. The company recruited Ramesh Ramanathan as CEO to kickstart operations. The advertisement provides a vivid description of Club Mahindra luxury resorts being located in amidst scenic natural beauty which captivates the minds of one and all. They offer a perfect get-a-way for people looking for a long holiday as well as family weekend breaks. Whether it is the beach resorts or forest resorts, the guests feel pampered and enjoy a perfect vacation. Club Mahindra luxury resorts are examples of a blend of contemporary and classic architectural designs. The resort officials make sure that customers get a taste of true hospitality. Every room is high on comfort and privacy and overlooks a panoramic view outside. Vacationers can enjoy a wide number of facilities such as dining, bars, cafes, swimming pool, gyms, spas, adventure sports and salon. Many have a misconception that luxury resort can only be afforded by the rich and wealthy but it isnt true when it comes to Club Mahindra luxury resorts, as the packages are extremely reasonable and come with a lot of surprises when explored. The resorts are built to suit all types of travel freaks and pocketsize. Club Mahindra luxury resorts are located in some of the most beautiful holiday destinations India and abroad. Ashtamudi, Auli, Bangkok, Binsar, Coorg, Corbet, Dharamshala, Goa, Kodaikanal, Kumbhalgarh, Manali, Mussoorie, Poovar, Pattaya and Yercaud are a few of the many places where these resorts are situated, so that you can dont have to restrict your choice. The major competitor for Club Mahindra is Country Club. Club Mahindra focuses at providing a complete and relaxed experience for the entire family. The advertisement is aimed at nuclear urban families with either or both parents working for family holidays and holiday services. The ad also tries to build brand value through Service Excellence, Innovation and Employee Pride.MHRIL have established themselves as market leaders in the family holidays business. The company have followed a two pronged strategy rapidly increasing its bouquet of resorts to provide more variety in holidaying options and enhancing its service levels to its members to provide delight at every point of interaction.

All MHRIL resorts are totally geared to cater to a variety of holiday needs and experiences in all areas of operation, from housekeeping to food & beverage to holiday activities. Creating and managing the holiday experience is a core strength. MHRIL has made significant investments in state of the art IT systems to streamline their operations and processes towards smooth, quick and efficient management of its substantial member base. The implementation of a CRM system has been a powerful tool to track important member information and preferences, thus providing the ability to greatly enhance the total holiday experience. Club Mahindra endeavors to make holidays enjoyable. The company trains latent talent across resort to form a team of Champs, who work on creating a 'comeback value' based on 'experiences.' Activities are designed specifically to cater to all ages. The ability to anticipate customer needs and delivering them has been a major strength of the company. The range of activities span adventure sports, watersports, camping, treks, indoor family games and hobby programs for children and adults. Apart from those above, specific recreational facilities that include a fully equipped gymnasium, swimming pool, and ayurvedic center form part of Club Mahindras resorts. The service in all the resorts is professional and highly personalized. From choice of food (a variety of restaurants are available for guests to choose from), Holiday activities (all seasons and all ages) and personal touch in dealing with guests (eg. recognize names and to understand and serve specific requirements), Club Mahindra benchmarks expectations and redefines entitlements.

SBI LIFE INSURANCE

Does the word insurance strike terror in your heart, remind you of the definite "something" that's going to happen? Perhaps it is wrong to begin this way, because that's exactly what SBI Life doesn't want to do. It wants to associate insurance with life vibrant and well-lived, and not with fears of impending doom.

And who better to show that than two septuagenarian sisters springing a surprise visit on their `kid' brother on his 70th birthday? This describes the TV commercial that is SBI Life's corporate campaign, which exhorts people to "Celebrate Life."
All insurance advertising offers a solution after implicitly raising the fear of death or uncertainty of retirement. There are 14-15 players in the market, all saying more or less the same negative things. On the surface, insurance is about death. But why should one insure? It's to make sure an individual, and then her or his dependants, live well. So, if insurance is portrayed in this light, there can be larger number of people to accept it. Mr. Piyush Pandey, Executive Chairman and National Creative Director of O&M, who headed the team that made this campaign, says, "Life is not about how many years you'll live but about how you live it. The only thing one thinks of when they see this TVC is life. The ability and the independence to do the little things in life are important." The company has launched another campaign based on the same theme in print, radio and outdoor media. Through this ad SBI Life, was looking for a way to make a difference in a market cluttered with various insurance products such as HDFC Life Insurance, ICICI Life Insurance, LIC etc. It is very easy for the product message to get lost in the babblethat results. General awareness of the company needed to be built. All this called for a big shift in tack so that people sit up and notice. Therefore, the departure from the undertones and shadows that insurance advertising is generally associated with. The size of the life insurance market is Rs 11,323 crore.SBI Life, which started operations in 2001, has a market share of 1.49 per cent in terms of premium and 8.97 per cent in terms of number of people insured. Old and major player LIC has 67 per cent in terms of lives insured and a market share of 74.26 per cent. Insurance companies also face the challenge of getting younger people to invest. Most people under thirty think they are "indestructible. The ads are unpalatable and definitely discourage a lot of very suave, articulate people from even contemplating insurance, so this campaign aims to remove the whiff of death from it and make it a happiness product". It is a well known fact that SBI is the largest bank in India; sure many other services offered by the bank are not as well known, but why would the bank want to scream out that the consumer ought to be surprised by these? In case the idea is to target the young, moneyed, MNC bank-friendly customer, then what happens to the old loyal customers of SBI? As for the potential slippery customer, the ads seem

to do even less. When I see the ads, I smile, I wonder and then walk away without any intentions of ever banking with SBI. This is an ad for life insurance that talks about life and not death.Except for this niggling thought. An ad targeted at young people, showing old people and their lives and the promise of a very distant happy future seems to work out well in attracting customers to buy this product.