Type Founded Headquarters Key people Industry Products Owner(s)
Slogan Website
Public, Listed on BSE 532822,NSE 532822 1995 CST Rd., Kalina ,
Santacruz East, Mumbai, India Chairman: Kumar Mangalam Birla ; MD:
Sanjeev Aga Telecom Mobile operator Aditya Birla Group
49.05%)Axiata Group Berhad (15%) Providence Equity (10.6%) An !dea
can change your life. www.ideacellular.com
Introduction to IdeaIDEA Cellular is a publicly listed company,
on the Bombay Stock Exchange (BSE) and the National Stock Exchange
(NSE) in March 2007. It is a leading GSM mobile service operator
with pan India licenses to operate in 15 telecom service areas in
India. With a customer base of over 36 million in 15 service area
in India. Idea was the first to launch GPRS and EDGE in the
country. IDEA Cellular is a part of the US $24 billion Aditya Birla
Group, India's first truly multinational corporation.
Advertising campaignAn advertising campaign is an organized
series of advertising message with identical or similar message
over a particular period of time. It is an orderly planned efforts
consisting of related but self-contained and independent
advertisements. Though the campaign is conveyed through different
media, it has a single theme and a unified approach.
The total advertising budget
Advertising is probably the toughest part of any business. How
much to spend, where to place the ads, how often, what message to
send, and to who? It's not possible to answer all these questions
in one article so I'm going to deal with the budget creation.
.The consumer profile. Is a detailed analysis of a group of like
consumers, covering influences on their purchasing habits such as
age, gender, education, occupation, income, and personal and
psychological characteristics. .The distribution channels is to
provide a link between production and consumption. Organisations
that form any particular distribution channel. .The product profile
sheet analyzes your products in terms of the concepts such as:
features. List the key features of your product that add value to
it. .The marketing environment including pressure groups and
competitors. .A reviews of previous advertising /promotional
efforts. .The campaigns duration and its timing. .The advertising
and marketing objectives. .The creative and new plans
considerations. .The media availability.
Planning structure
PRODUCER A person who supervises or finances a work (as a staged
or recorded performance) for exhibition or dissemination to the
public ART DIRECTOR They come up with the visual concepts for
everything from billboard advertisements to magazine layouts to
videos and websites. MEDIA PLANNER It enable their clients to
maximise the impact of their advertising campaigns through the use
of a range of media. They apply knowledge of media and
communication platforms to identify the most appropriate method for
building awareness of customers MEDIA BUYER
They work in advertising and media agencies negotiating,
purchasing and monitoring media space on behalf of their clients.
They aim to reach the highest number of people in the target
audience at the lowest possible cost. RESEARCH DIRECTORThey directs
and oversees an organization's marketing policies, objectives, and
initiatives. It is their responsibility to review changes to the
marketplace and industry and adjusts marketing plan accordingly.
They often have a team that they lead and direct.
COPYWRITER They provides the verbal or written copyof the
advertising campaign. This may include creating slogans,
catchphrases, messages and straplines for printed adverts and
leaflets. They are also involved in writing text for web
advertising, as well as scripts for radio jingles and TV
commercials. ACCOUNT MANAGERS They works within an advertising or
full-service marketing agency and is responsible for managing
client accounts. They can work on a number of client accounts at
any one time.They manage the work of advertising account executives
and are responsible for client budgets and administration.
Important key points for planning an advertising campaign
Target audience- A specified audience or group for which an
advertising message is designed. Media selection - Is the process
of choosing the most cost-effective media for advertising, to
achieve the required goal. Pre-testing - It helps ensure that
materials convey a clear and effective message. Post-testing -
Testing the effects of an ad after it has appeared in the Media.
The budget the total expenditure The visual and the copy Timing and
duration The language . Effects on sales
Why to plan campaign?
.To determine the market and its potentials .To obtain the
consumer profile and psychology. .To know the frequency or size of
buying .To decide about the channels and their satisfactory
operation .To bring about product modification. .To do the media
planning. .To determine the fundamental human desire to which the
advertisement will appeal. .To develop a central idea or core idea
around which the selling points revolve. .To prepare the actual ad
copies which appeals and shows motives for which it has been
presented . .To do the budgeting for the campaign .To co-ordinate
with the other promotional activities.
Three phases of ad campaign
wtrategy Development
The Creative Phase
The Briefing Phase
Strategy development phase-If you want to catch a fish, you have
to think like a fish like wise If you want to catch a consumer, you
have to think like a consumer.
The briefing phase-Bad brief to the creative team results into
bad work -Good brief ensure good work
The creative phaseTo develop a central idea or core idea around
which the selling points revolve. The idea has to be discovered.
The strength of this idea forms the basis of effective campaign
planning
POST CAMPAIGNS OF IDEA "Stay Connected" is a brand promise that
looks at the key purpose of mobile telephony. It converges with the
tangible requirement of 'network depth' & at the same time,
reflects the eternal human need for bonding, kinsmanship, and
relationship forming. This new brand campaign enables Idea to own
the biggest category benefit of "keeping people connected", through
a simple, unique and likeable expression of connectivity. And it
makes consumers aware that "no one connects better than Idea".
Slated to run through 2004, the campaign utilizes all relevant
mainline media to propagate the message to its audiences with
60-second commercial and its various edits, print campaign &
outdoor publicity. Apart from it, various innovative media / events
has been used to further strengthen the message.
Credits:Project What an Idea Client Idea Cellular Creative
agency Lowe Lintas Creative team R Balki, Ashwin Varkey, Jaywant
Dabholkar, Ashok Nadavdekar, Kapil Bhagat Marketing Officer Pradeep
Shrivastava Art director Kapil Bhagat Copywriter Carlos Pereira
Planning Suraja Kishore Director Amit Sharma Production company
Chrome Pictures Post-production companies VHQ Singapore, Pixion
Exposure Television
Use Mobile Save tree
STORYAbhishek Bachchan, who earlier was also seen in the Idea
Cellular's ad, will once again be seen here, enacting as the only
tree left in a forest that has been cut down to feed paper mills.
He arrives upon the idea of how mobile phone could be used instead
of paper, thus, opposing the need to indiscriminately cut trees and
consequently save the environment.
TARGET The new campaign revolves around the theme, 'use mobile,
save paper' In the ad, they try to provide a telephony solution for
problems which appear to be complex in nature, but at the end isn't
complex. It also suggests interesting use of mobile, including
getting celebrities autographs, music scrolls and gradation
certificates. It's a young and innovative idea about mobile phones
being the 21st century solution to eliminate huge wastage of
paper,that in turn helps keep our planet green. This time it takes
on the burning topic of deforestation this time in hope to motivate
people in India. This is the sixth in the 'What an Idea Sirji'
campaign. The theme focuses on an idea which impacts people at
large.
Walk when you talk Stay fit
STORYIn it, Bachchan plays a doctor who advocates how people can
stay fit by simply walking while talking and seeds this idea in the
public domain. It all begins when a journalist asks him if
technology has made people lazy. The doctor has a brainwave that
all people need to do is walk while they talk. The message spreads
like wild fire. The doctor begins to lose business.This commercial
ends with the punchline which has been used in earliercommercial
What an Idea Sirji thereby trying to build on the legacy created
and take it forward in this commercial.
TARGET This Idea commercial tries to contradict the myth that
technology has made man lazy. It tries to convey that when people
walk while talking, it helps them maintain their health and hence
prevents them from going to a doctor for health-related problems.
This is the positive angle of looking at the benefits that
technology can provide. The Idea commercial Walk when you Talk is
innovative and good in communicating a social message to the
audience of India.
Education for all
STORYCampaign sees Abhishek as the head of an educational
institution. When challenged by the traditional, physically bound
classrooms in schools that prevent providing education to
many more children who are in need of education and the spread
of education. He uses mobile telephony to overcome the barrier in
villages. Bachchan suggests lessons on themobile phone to
universalise education.
TARGET Idea's new campaign addresses a relevant social issue
education for all. The ad shows how children, especially girls,
face education barriers. The spread of education among girl
children is a must in today's times. The socially conscious
messages that the company sends across through its new ad
campaign.
DEMOCRATIC COUNTRY - by the people , of the people, for the
people
STORYBachchan plays the spokesperson who gives an idea to solve
a complex problem with surprisingly simple solution, through the
power of mobile telephony. A politician asks her constituents via
mobile phones if she should allow the construction of a shopping
mall on agricultural land, and rejects the proposal when her
constituents say no.
TARGETThis campaigns based on the theme of Democracy . Now, Idea
Cellular has come up with a mobile governance ad campaign.
It is close on the heels of the nations general elections, and
showcased the use of mobile phone for democratic
decision-making.Many observers are predicting that mobile phones
will play an important role in the 2009 Indian general
elections.
World without caste Na Koi jaat paat , Na koi bhed bhaav
The ad in the series had the setting of a village ridden with
caste wars, till Bachchan steps in. He suggests that instead of
names, which reflect the caste, all individuals should be known by
their mobile numbers. This would get rid of the caste system.
Though it was too simplistic a solution for a problem that has
plagued the country for centuries, it did connect with the
audience. What an idea, Sir ji, was the punch line. The logical
next step was to build on the theme how a good idea can reshape the
world. The reason weve stuck to this theme is because weve had much
success with it, adds Shrivastava. Weve got excellent responses
based on our brand health monitor.
What an IDEA sirji, through SMS
The company brought out the campaign of a deaf and mute tourist
in Agra where Bachchan plays the role of a guide and uses SMS to
communicate with her. It was the 1st ad campaign on TV of Idea. SMS
is best way of communicating with other & staying in touch with
others.
Idea Cellular launches 'Talk for India'campaign
STORYHere Abhishek appeals its subscribers to pick up the phone
and talk as much as they can on 26th November last year, between
8:36pm and 9:36pm for donation for our nations fallen heroes. You
remember, last year on 26th Nov (26/11) India was under an attack
(attack on Mumbai)Many policemen lost their lives fighting.
TARGETTalk for India hour is launched a noble cause to help
policemen.
Talk for India hour : 26th November 2009 from 8.36PM IST to
9.36PM IST. whatever Idea generates from the calls made during this
hour, all money will be donated to Police force.
So how can you help in this noble cause. 1. If you have an idea
connection, then schedule your calls during this hour. 2. Spread
the word about this campaign. 3. If your friend has Idea connection
then ask him/her to call you up during this time.
Idea readies India to play 'Idea Oongli Cricket'
STORYThe new teaser campaigns already running on Television have
been urging people to keep their fingers in good shape as 'Idea
Oongli Cricket' is coming. The new format of the Game will allow
millions of mobile users in India to participate in this unique
campaign. Idea Brand Ambassador Abhishek Bachchan along with other
celebrities and cricketers will appear on TV, in this
campaign.Viewers will be asked a question based on the events and
happenings of the ongoing match of the day. The campaign has been
designed to enable everybody to participate as it does not require
detailed knowledge of the game. TARGET
Our country is a cricket crazy nation.All Indians are connected
with Cricket, in some way orthe other. This T-20 Cricket Idea
Cellular will bring Cricket at fingertips for everybody else who
uses a mobile phone. 'Idea Oongli Cricket' can be played by all
mobile phone users by SMSing their answer to '9594939291'. 'Idea
Oongli Cricket' will enable every Indian to participate in this
match of cricketing intelligence.
The concept is fun and entertaining, and will engage a cross
section of consumers through the power of telephony.
FINDINGS Few years back mobile connections were not common among
the people. But with the mobile revolution now we can find almost
every student with mobile phone. Most of the people prefer prepaid
connections than postpaid connections. Friends and T.V. are the
best media advertisements that put more impact on the people buying
decisions. Maximum respondents were using their current mobile
service providers for more than 3 years. Majority of customers dont
want to change their current mobile service provider even if they
are permitted to retain the current mobile phone number that they
had. Mostly the students are satisfied with the services provided
by the different cellular companies.
Mostly the Youth dont use their mobile services beyond making
calls and text messages.
CONCLUSION
SUGGESTIONS
Mobile service providers should provide the facility of
portability of number. Mobile service providers should provide the
web access at cheaper cost. Telecom market is quite competitive so
mobile service providers should provide the services at cheaper
cost. Mobile service providers should focus on providing better
network coverage. Mobile service providers should also start
providing 3G technology in Rural as well as Urban areas. Mobile
service providers should provide various schemes for their existing
customers. Tariff plan for STD and ISD calls should be reduced.