Presented To:Dr.

Mukesh Porwal
Presented By:Vivek Jaiswal
PGDM (2012-14)
Sec:- B

About Telecom
Industry

Indian telecom industry underwent a high pace of market liberalisation and growth since the 1990s and now
has become the world's most competitive and one of the fastest growing telecom markets.

The Industry has grown over twenty times in just ten years, from under 37 million subscribers in the year 2001
to over 846 million subscribers in the year 2011.

India has the world's second-largest mobile phone user base with over 929.37 million users as of May 2012.

It has the world's third-largest Internet user-base with over 137 million as of June 2012.

The total revenue of the Indian telecom sector grew by 7% to INR2832 billion (US$45 billion) for 201011
financial year.

Telecommunication has supported the socioeconomic development of India and has played a significant role to
narrow down the rural-urban digital divide to some extent.

It also has helped to increase the transparency of governance with the introduction of e-governance in India.

Basic Structure of Indian Telecom Industry

National Telecom Policy

Revenue & Growth

The Total Revenue of Indian Telecom Services company is likely to exceed INR2000 billion
(US$32 billion)
( US$44 Bn approx.) for FY 1112 based on FY 1011 nos.
The major contributions to this revenue are as follows:

Airtel INR65060 (US$1,000)

Reliance Communications INR31468 (US$500)
Idea INR16936 (US$270)
Tata Communications INR11931 (US$190)
MTNL INR4380 (US$70)
BSNL INR32045 (US$510)
Vodafone India INR18376 (US$290)
Aircel INR7968 (US$130)
Uninor INR660 (US$11)

Competitor
Service
Provider Market Share as on 31
Analysis

st

Dec., 2013

About

Idea Cellular is an Aditya Birla Group Company, India's first truly multinational
corporation founded in 1995.
Key People:- Mr. Kumar Mangalam Birla (Chairman), Mr. Himanshu Kapania
(Managing Director).
Idea is Indias 3rd largest mobile operator.
Its a pan-India integrated GSM operator offering 2G and 3G services, With
revenue in excess of $4 billion; revenue market share of nearly 15%; and
subscriber base of over 121 million in FY 2013,
Idea ranks among the Top 10 country operators in the world with a traffic of over
1.5 billion minutes a day.
Idea provides world-class service delivery through the most extensive network of
customer touch points, comprising of nearly 4,500 exclusive Idea outlets, and
over 7,000 call centre seats. Ideas customer service delivery platform is ISO
9001:2008 certified, making it the only operator in the country to have this
standard certification for all 22 service areas and the corporate office.

Need Of 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 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 co-ordinate with the other promotional activities.

Phases of Campaign
Strategy development phaseIf 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

Key Persons of
Campaign

Project: What an !dea

Client: Idea Cellular
Campaign: Use Mobile Save Paper
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

!dea Behind The Campaign

Idea Cellular continues its What an idea, sirji! series. This time is
conservation of trees and in this campaign, the telecom major
champion uses mobile phone to save trees. It positions the
cellphone as a device to eliminate wastage of paper.

Pradeep Srivastava, chief marketing officer, Idea Cellular said, "As

a brand, Idea Cellular has always looked at championing thoughts
which have the power to change the society. So with our agency
the latest campaign takes up the burning issue of deforestation
and prompts innovative ways in which a mobile phone can reduce
paper consumption and ultimately come to the rescue of saving a
tree. It's a young and innovative idea about mobile phones being
the 21st century solution to eliminate paper wastage, that in turn

Story of The
Campaign

In this film, Idea Cellular's brand ambassador Abhishek

Bachchan, personifies the lone surviving tree in a forest cut down
to feed the paper mills.
He falls upon the idea of how the mobile phone could be used as a
replacement for paper thus negating the need to indiscriminately
fell trees and consequently save the environment.
A montage that follows shows a consumer reading the newspaper
on his cellphone (m-paper), a waiter in a hotel noting down his
customers order on his cellphone, an airline boarding pass being
checked on the mobile phone itself and so on and so forth.

Impact Of Campaign

Results:
Solution:
At Toll bridges, at movies
theatres, a special SMS let
consumers proceed without
having to use any paper
tickets or receipts.
At coffee shops, a special
Bluetooth enabled digital
menu and M-Bill on mobile
was used instead of paper.

Over 6,000 people saved paper

on the toll bridges in a 3 hour
activity,
Around 700 Movie watchers
enjoyed a Bollywood film using
an SMS film Ticket.
300,000 Consumers enjoyed a
paperless coffee break.
Over 2 million participated to
experience
Brief: a paperless world.
Practically demonstration and
bring alive the brand campaign
idea-