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unbelievable͟
hallenges for Aircel
Business hallenge
onsumer hallenge
Business hallenge
ͻ 6 well established
players in the market
ͻ Very high Level of
Awareness for existing
brands (90 %+)
ͻ Establish Aircel as a
National Stature
brand
ͻ Shed the regional
player badge away
ͻ 20% Awareness in
launch month
ͻ 15% Add-ons i
onsumer hallenge
ͻ omplicated challenge for a
tightly regulated category that
makes most offerings look quite
identical
6
igh Noise Levels
ͻ One of the highest spend category
ʹ INR 2000 crs+
@
hallenge for us
ͻ Aircel : @th Player
ͻ We changed the way media was used across all media ʹ and
leading the way was print.
10
The Times of India
Innovation
ͻ Mast head change conceptualized to incorporate the Brand Tag Line- ͞Time
to move on" and ͞To your world of possibilities͟
12
þ
!
"
#
$
13
j % $
$
1i
! þ
15
"
$
16
The Results
±
% Aw r n ss + onsid r tion
@5
60
`
i0
i5
r 30 `
11 2
15
1
0 `
a A F b M r Apr
VV
V
V
r
&!
19
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Thank You