Aircel

Aircel Network Presence

1999: Launched in India (Tamil Nadu) 2005: Started expanding Operations to NE states and J&K 2009: Got licenses for remaining circles 2010 End: Presence in all 23 Circles

Telecom Industry 2005 (GSM)

1999

2005

2009

2010

2011

2012

2013

Strategy
Target customers: Youth and small and medium enterprises Insight: Customer has the perception that all the mobile service providers offer the same prices when it comes to calls and services Strategy: Focus on Value added services Main Focus: Increasing Brand Awareness
1999 2005 2009 2010 2011 2012 2013

Enters M S Dhoni

Successful Leader Popular Dependable

1999

2005

2009

2010

2011

2012

2013

All the campaigns

World of possibilities

2009: World of Possibilities

Its Time to Move On Aircel Pocket Apps

Aircel 3G

Blyk on AIrcel

2009: World of Possibilities

2010: Save Our Tigers

Apr 2012: Lets Keep Believing

Sep 2012: Limitless

TVC

1999

2005

2009

2010

2011

2012

2013

Print Media

1999

2005

2009

2010

2011

2012

2013

Save our Tiger

1999

2005

2009

2010

2011

2012

2013

1999

2005

2009

2010

2011

2012

2013

1999

2005

2009

2010

2011

2012

2013

Joined :2008

Joined :2010

1999

2005

2009

2010

2011

2012

2013

1999

2005

2009

2010

2011

2012

2013

Belief

Misplaced Belief
A single ad commercial in television No integration with other media Just asking to believe No relevance with the brand
1999 2005 2009 2010 2011 2012 2013

Limitless

Limitless TVCs

1999

2005

2009

2010

2011

2012

2013

Innovative Flash Mobs

Limitless Dhaki

1999

2005

2009

2010

2011

2012

2013

Tie-up with STOY

1999

2005

2009

2010

2011

2012

2013

Sponsorship

IPL

Chennai Open

Professional Golf Tour of India

Shillong Lajong Football Club (SLFC)

Lakme Fashion Week

1999

2005

2009

2010

2011

2012

2013

Presence on FB

1999

2005

2009

2010

2011

2012

2013

1999

2005

2009

2010

2011

2012

2013

Out of home
Innovation

Out Of Home Advertising

BHUVNESHVA R & KOLKATA

UP

GUJRAT

1999

2005

2009

2010

2011

2012

2013

Out Of Home Advertising

DELHI

RAJASTHAN

PUNJAB & HARYANA

1999 2005 2009 2010 2011 2012 2013

Out of Home Ad - INNOVATIVE

1999

2005

2009

2010

2011

2012

2013

Sales Promotion

1999

2005

2009

2010

2011

2012

2013

Youth Engagement Initiatives

Book2Practice and Project Shaktiyam

These initiative aimed at providing opportunities and ways to empower the youth
1999 2005 2009 2010 2011 2012 2013

Present Scenario
Market share, social media

2,805,844
Likes

54,326
talking about this

1999

2005

2009

2010

2011

2012

2013

****

Conclusion
Was the decision to use VAS as USP for youth correct