Idea Cellular's Advertising and Promotion Strategies

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Case Details:

Case Code : MKTG231
Case Length : 15 Pages
Period : 2002-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Idea Cellular
Industry : Telecom
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

The inception of Idea dates back to 1995 when one of India's leading business conglomerates, the Aditya Birla Group (ABG), ventured into the mobile telecom space by establishing Birla Communications Limited (BCL). BCL started providing GSM services in the Gujarat and Maharashtra circles in India...

Idea's AD Campaigns

Idea had decided not to adopt celebrity endorsements in 2002 while its competitors like Bharti Airtel had been using multiple celebrities to promote its brand. !dea was launched as a brand in April 2002...

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'A Good !Dea' Campaign

Idea's promotions in 2006 were based on its tariffs, service quality, and network coverage. For instance, Idea started promoting its Rs.0.5 per local call per minute service aggressively. One of its TVCs featured a bowler and an umpire in a game of cricket...

Idea's Launch in Mumbai

!dea's launch in Mumbai circle was recognized as the world's largest single city launch of telecom services till 2008. Idea spent Rs.8 billion to cover more than 1000 cellular sites in Mumbai. It used extensive out-of-home (OOH) media like bill boards and bus stop shelters for pre-launch teasers. Idea used the then prevailing controversy of natives Vs migrants in Mumbai city...

The Online Initiatives

Idea took its 'What an !dea' campaign further - from TV, print, and radio to the Internet. It launched several websites that complemented its campaigns that championed social causes. In December 2008, Idea launched a website called http://bythepeople.in to take forward its TVCs based on democracy...

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