UNINOR LAUNCH CAMPAIGN
UNINOR LAUNCH CAMPAIGN
Joint venture between Telenor (67.25%)& Unitech group(32.75%)
Started mobile services in India in December 2009 focussing on GSM technology
India’s 8th nation wide mobile operator operating in 8 out of 22 telecom circles in the country
Hub head offices at Delhi, Kochi, Chennai, Bangalore, Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati, Indore, Chandigarh
Introduction
Product: Prepaid CDMA and GSM mobile services in 8 circles out of 22 circles in India
Price: Smart Tariff Plan Talklonger@29p/min Callmore@29p/min
Promotion: Slogan- ‘Ab mera number hai’ Brand Ambassador- Young, Energetic, Ambitious youth
Place: 8 circles of 22 Indian telecom circles- in cities like Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Kochi, Noida , Greater Noida, Agra, Lucknow, Varanasi, Gurgaon and Ghaziabad.
4 P’s of marketing
Marketing Objective
◦ Primary To Capture a substantial market share in the youth segment
of telecom subscribers Generate Sales
◦ Secondary To establish and position as a strong telecom brand in India Cutting down degree of separation, come closer to the
consumer
Objectives of the campaign
Communication Objective
◦ Primary To attract eyeballs & create top of mind awareness for the
brand Develop it to be a brand that is inspirational, more than
aspirational Creative strategy- Informational with Positive appeal ‘Pride ’
◦ Secondary To Convey the Key Benefits/USP
Media Objective
Cell phone ownership- Total- 51%
Male- 56%Female- 44%Youth (16-19 years)- 64%
Amount spent on Mobile per month (average)-Boys- Rs. 125 (71% of pocket money)Girls- Rs.106 (62% of pocket money)
New mantra of youth-Kapda Ipod and Cellphone
Statistics
'Ab mera number hai'
Positioning
Positioning statement, ‘Ab mera number hai’, is the voice of a young Indian who is restless to succeed who knows that his or her time has come and it is now
Uninor believes that heroes need not necessarily be celebrities and stars
The real heroes are out there — succeeding every day in their own lives, making it on their own and wanting more
Target Audience - Youth as well as all the ambitious people
Target Market : positioning
Creative agency : Leo Burnett
Production house : Rising Sun
Outdoor agency : Navia
Media Agency : Zenith Optimedia
Details of agencies hired
• Television
• OOH
• Radio
• Internet
media used
creatives of the campaign
OUT OF HOME
Internet
Television
• Print Newspapers:TOI, Mumbai Mirror, HT, etc. Magzines Pamplets
• Television News channels, Entertainment channels,etc.
• OOH Billboards, Buses, Autorikshaw, Hoardings, Banners, etc.
• Radio Red FM, Big FM, Radio Mirchi, etc.
• Internet Social networking sites: Facebook, Orkut, Twitter, etc. Blogs,etc.
media vehicles
Neha Raje- 24Sachin Jain- 29
Vaibhav Kothare-39Shraddha Goje- 42
Nisha Sharma-
Thank you