Presented By: Group 3Abhinav Agarwal -043003Amit Nagar-043008Deepali Agarwal-043019Deepika Raghavan-043020Hitaishi Gupta-043026Sonali Verma-043054

INTEGERATED MARKETING COMMUNICATION

Reliance; 16.81%

Vodafone; 16.56%

Idea; 11.55%

BSNL; 10.91%

Tata; 9.97%

Aircel; 6.84%

Uninor; 3.67%

Bharti; 19.70%

Others; 3.90%

The number of telephone subscribers in India increased to 914.59 million and Aircel Subscribers to 62.5 million at the end of October 2011.

Service Provider wise Wireless Market Share

Wireless Subscriber Base FY06-FY11

India's teledensity has improved from under 4% in March 2001 to around 71% by the end of March 2011.

Data Source: Trai Company data Data Source: Indiatelecomonline.com

Aircel commenced operations in 1999 in TamilNadu 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%.

In December 2003, it launched commercially in Chennai and quickly established itself as a market leader

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.

By 2006, the company gained a foothold in 9 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh and West Bengal.

In October 2010, Aircel completed its Pan India footprint, presence in all 23 telecom circles, with the launch of GSM mobile services in Rajasthan.

Aircel has won 3G spectrum across 13 circles and BWA spectrum in 8 circles in recently spectrum auction in 2010

By October 2011, Aircel has 62.5 million subscribers

BRAND MEDIA DETAILS (SOURCE: AFAQS.COM)

Brand: Aircel

Creative Agency: Dentsu

Communications Pvt

Ltd

Product Category: Telecom

Sub Product

Category: Cellular Services

Brand Ambassado

r:MS Dhoni

Media Agency: Starcom

Worldwide

Baseline: It's time to move on.

SPONSORSHIP

Indian Premier League

Aircel Chennai Open

Professional Golf Tour of

India

Fashion: Aircel has

partnered with major fashion shows of the country such

as Lakmé Fashion Week

and Delhi Couture

Week

Aircel Bowling

League and National Tenpin

Bowling Team Championshi

p

During July 2009, Mumbai monsoon, Aircel came up with this innovative idea of Aircel rafts that helped people sail through flooded streets of Mumbai

CORPORATE SOCIAL RESPONSIBILITY

Over 1.01 million people

joined the campaign on the

microsite

Fan following online(Facebook

, twitter) crosses 225000

Media and celebrities jump

in to make it bigger

Brand awareness

zooms ahead

Celebrities associated with campaign:• Amitabh Bacchan• Pranoy Roy• M.S.Dhoni• Baichung Bhutia• Mallaika Arora Khan• Diya Mirza• Manish Malhotra

PRINT

In print medium also the 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.

` OUT OF HOME

IPL scoreboard enabled commuters at the busy

Mahim Causeway to keep track of the latest scores. Their innovative

IPL Scorecard bill-boards during the IPL

seasons guaranteed top of the mind recall value

for the brand.

In Mumbai, Aircel logo was projected on

Gateway of India.

Be it the ‘Just Arrived’ boxes at the airport or the ‘Direction Tree’, Aircel branded airport placards had names of celebrities, such as Tom

Cruise, which immediately grabbed

people’s attention.

` OUT OF HOME

Creating Disruption and Innovation has become hygiene for Aircel

Innovative Aircel Launch in Gujarat in September 2010

Started new VAS services- Music Connect in May 2010

TELEVISION

Aircel Pocket Finder TV ad

You tube statistics

There have been 50 TV

commercials since its

launch which can be

viewed on youtube

M.S. Dhoni and Surya as

brand ambassadors

It’s time to move on TV

ad

Aircel Wi-Fi TV ad

Celebrate Love on Aircel Radio Misty Valentine Zone- V- Day Special, 2010

Complete take Over of REDFM on day of launch

RADIO

DIGITAL MEDIA

•Launched Voicemail application on facebook, that allowed users to put up voice messages rather than plain text messages. The first time an Indian telecom brand offered voicemail service with facebook. •Rationale: Aimed at targeting youth and with Facebook, created a significant buzz.

SALE PROMOTION AND EXPERIENCE

Launched 'iPhone 4 on Aircel'

interactive zones in

Malls

Launched ‘Play IPL’ in Malls

BRAND- BRAND AMBASSADOR FIT

But will Dhoni be able to catapult Aircel into a pan-India mobile service company of substance? • 57% of their subscriber base comes from Tamil

Nadu.• Had to drop Dhoni at the launch of INQ handsets (He

was the ambassador of Max Mobile as well)

Brand Values:

• Simple• Creative• Trustworthy

Target Segment:

• Students mainly Youth

• Small and medium Enterprises

• Migrant workers.

Dhoni????

• Cricket• Sponsored

Chennai Super Kings and IPL

• Youth can relate.

• It’s time to move on.

THE MESSAGE

Message not very target audience

centric

• Donate old mobiles for aged people

• All ads that are aired during a period may be inconsistent with each other

Messages are independent of

each other

• CSR vs Pomp and Show

• Brand Image/ personality is not clearly defined in the minds of the consumers.

Communications more centric in

west (Mumbai) and South

• Company should advertise more in tough battlegrounds like North.

Creative and Simple

The Problem

Thank You