Type Public, Listed on BSE 532822,NSE 532822

Founded 1995

Headquarters CST Rd., Kalina , Santacruz East, Mumbai, India

Key people Chairman: Kumar Mangalam Birla ; MD: Sanjeev Aga

Industry Telecom

Products Mobile operator

Aditya Birla Group 49.05%)Axiata Group Berhad (15%)

Owner(s)
Providence Equity (10.6%)

Slogan An !dea can change your life.

Website www.ideacellular.com
Introduction to Idea

IDEA 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 campaign

An 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 campaign’s 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 DIRECTOR

They 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 ‘copy’of 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 The Briefing

Phase 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 phase

To 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

STORY

Abhishek 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

STORY

In 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 earlier
commercial – “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

STORY
Campaign 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 the
mobile 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

STORY

Bachchan 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”.

TARGET

This 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 nation’s 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
we’ve stuck to this theme is because we’ve had much success with it,” adds Shrivastava.
“We’ve 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

STORY
Here 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 nation’s 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.

TARGET

Talk 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'

STORY

The 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 or
the 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 don’t 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 don’t 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.