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

2. Wireless Subscriber Base FY06-FY11 Service Provider wise Wireless
Market Share
Others, 3.90
%
Reliance, 16.
81%
Bharti, 19.70
%
Uninor, 3.67 Vodafone, 16
% .56%
Aircel, 6.84%
Idea, 11.
Tata, 9.97%
BSNL, 10.91
%
Data Source: Trai Company data Data Source: Indiatelecomonline.com
India's teledensity has improved from under 4% in March 2001 to around 71% by the end
of March 2011.
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.

3. In December 2003, it By 2006, the company gained a
launched foothold in 9 circles including
commercially in Chennai, Tamil
Chennai and quickly Nadu, Assam, North
established itself as a East, Orissa, Bihar, Jammu & By October
market leader Kashmir, Himachal Pradesh and 2011, Aircel has
Aircel commenced West Bengal. 62.5 million
operations in 1999 subscribers
in TamilNadu
Aircel began its In October 2010, Aircel
The Aircel Group is outward expansion in completed its Pan India
a joint venture
2005 and met with footprint, presence in all 23
between Maxis
unprecedented success telecom circles, with the
Communications
in the Eastern frontier launch of GSM mobile
Berhad of Malaysia
circles. It emerged a services in Rajasthan.
and Apollo
market leader in
Hospital
Assam and in the
Enterprise Ltd of Aircel has won 3G spectrum
North Eastern
India, with Maxis across 13 circles and BWA
provinces within 18
Communications spectrum in 8 circles in
months of operations.
holding a majority recently spectrum auction in
stake of 74%. 2010

4. BRAND MEDIA DETAILS (SOURCE: AFAQS.COM)
Creative
Agency:
Dentsu
Communicati
ons Pvt Ltd
Baseline: It's Product
time to move Category:
on. Telecom
Brand: Aircel
Media Sub Product
Agency: Category:
Starcom Cellular
Worldwide Services
Brand
Ambassador:
MS Dhoni

5. SPONSORSHIP
Indian Premier Aircel Chennai Professional Fashion: Aircel Aircel Bowling
League Open Golf Tour of has partnered League and
India with major National
fashion shows Tenpin
of the country Bowling Team
such as Lakmé Championship
Fashion Week
and Delhi
Couture Week

6. CORPORATE SOCIAL RESPONSIBILITY
During July 2009, Mumbai monsoon, Aircel came up with this innovative idea of Aircel rafts that helped
people sail through flooded streets of Mumbai
Over 1.01 million
people joined the
campaign on the
Celebrities associated with
microsite campaign:
• Amitabh Bacchan
Fan following
online(Facebook, t
• Pranoy Roy
Brand awareness
witter) crosses zooms ahead • M.S.Dhoni
225000
• Baichung Bhutia
• Mallaika Arora Khan
Media and • Diya Mirza
celebrities jump in
to make it bigger • Manish Malhotra

7. 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.

8. ` OUT OF HOME
IPL scoreboard enabled In Mumbai, Aircel logo Be it the ‘Just Arrived’
commuters at the busy was projected on boxes at the airport or the
Mahim Causeway to keep Gateway of India. ‘Direction Tree’, Aircel
track of the latest scores. branded airport placards
Their innovative IPL had names of
Scorecard bill-boards celebrities, such as Tom
during the IPL seasons Cruise, which immediately
guaranteed top of the mind grabbed people’s attention.
recall value for the brand.

9. ` OUT OF HOME
Innovative Aircel Launch in Started new VAS services- Music
Gujarat in September 2010 Connect in May 2010
Creating Disruption and Innovation has become hygiene for Aircel

10. TELEVISION
There have M.S. Dhoni It’s time to Aircel Wi-Fi
been 50 TV and Surya as move on TV TV ad
commercials brand ad
since its ambassadors
launch which
can be viewed
on youtube
You tube statistics
Aircel Pocket
Finder TV ad

11. RADIO
Celebrate Love on
Complete take Over
of REDFM on day Aircel Radio Misty
Valentine Zone- V-
of launch
Day Special, 2010

12. 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.

13. SALE PROMOTION AND EXPERIENCE
Launched Launched
'iPhone 4 ‘Play IPL’ in
on Aircel' Malls
interactive
zones in
Malls

14. BRAND- BRAND AMBASSADOR FIT
Brand Values: Target Segment: Dhoni????
• Simple • Students mainly • Cricket
• Creative Youth • Sponsored
• Trustworthy • Small and Chennai Super
medium Kings and IPL
Enterprises • Youth can relate.
• Migrant workers. • It’s time to move
on.
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)

15. THE MESSAGE
Creative and Simple
The Problem
Message not very Messages are Communications
target audience independent of more centric in west
centric each other (Mumbai) and South
• Donate old • CSR vs Pomp and • Company should
mobiles for aged Show advertise more in
people • Brand Image/ tough
• All ads that are personality is not battlegrounds like
aired during a clearly defined in North.
period may be the minds of the
inconsistent with consumers.
each other

16. Thank You