A presentation by :Chandni Jawa Aanchal bansal Anu Gupta Ekta Gupta Swati Aggarwal Dikshee Verma
IDEA HISTORY
Idea Cellular, commonly referred to as Idea, is an
Indian mobile network operators based in Mumbai, India.
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). Birla-Tata-AT&T, popularly known as Batata, was born and was later rebranded as IDEA.
Ideas 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 Idea's promotions in 2006 were based on its tariffs, service quality, and network coverage In october 2007, they hired Abhishek Bachhan as their Brand Ambassador. The companys focus on its ads also shifted from highlighting its tariff plans and network coverage to use of mobile telephony to resolve social issues
Use Mobile Save Paper
With the growing hazards of global warming and amid
intense debate over ways to save the Earth, Idea Cellulars Sirji! suggested a simple solution, Use Mobile, Save Paper for a green planet. A new campaign developed by Ideas creative agency Lowe brings out this message in an innovative way..
Idea new ad on 'Education for all'
Idea Cellular unveiled its new campaign called
Education for all. The campaign has been created by Lowe Lintas. The theme of the campaign is based on the idea that the mobile phone can be one of the means of providing education in rural areas. The campaign carries forward the brands positioning, What an idea
initiatives like mobile tutorials, online education help as well as support with admission. Idea has also collaborated with NDTV Networks and Nanhi Kali, an NGO for the education of the girl child to launch an initiative.
It is a 360 degree campaign including various on-ground
Talk For India, Idea Cellular
IDEA Cellulars Talk For India Campaign came up with
a innovative movement , which urged Indian citizens to rise up in the cause of National Internal Security, as India and the rest of the world commemorate the anniversary of 26/11. The campaign was designed to raise funds to aid the internal security forces of India , by mobilizing millions of Indians on Thursday, November 26th, 2009.
Idea Language
India is a land of a billion people talking in 22 recognized
languages, 850 mother tongues and 22,000 dialects; it is also a land of opportunities for the young Indians who are ambitious , go-getters , and have dreams in their eyes. However , this diversity and vastness, at times, poses a hurdle in the growth of the youth of this country. Taking note of this growing concern of the society , IDEA Cellular set out to demonstrate how a simple solution can build bridges between people speaking different languages. Idea Cellular launched Indias first Language Helpline a complete out of the box innovative value added service which will offer conversational support to callers, in as many as 16 languages. Idea's biggest campaigns "Break the Language Barrier" was ranked globally as the best brand campaigns 2011 at MMA Global Awards and World Communication Awards, London.
Idea Cellulars - MNP Launch
Idea cellular has a strong history of creating effective TV
campaigns keeping mass in mind. Idea took the lead to woo subscribers about the launch of MNP (Mobile number Portability) by its inspiring sloganNO IDEA, get an IDEA!! NO Idea Campaign was started on 20th Jan 2011. Idea Cellular was the gainer of mobile number portability (MNP) service followed by Vodafone and Airtel.
Ideas 3G Services
Idea next planned to start its rollout in professional
colleges to target the young student population. Young professionals are yet another focus as the company plans to offer these services in industrial zones and belts in A, B and C circles. Idea Cellular now has 3G services in 11 smaller circles, which contribute 81 per cent of its total revenues.
Idea Rings All India Campaign
Cellulars advertising has cut a wide arc, going from What
an Idea, Sirji! to Youre my pumpkin pumpkin, hello honey bunny which was launched on 1st Dec 2012.
what exactly is Hello Honey Bunny? The TVC aims to unite Indians from all parts of the country with a single song. The telecom brands intention is to create exclusive content for its fans and to build a long term community
Continued..
Idea Cellular and its all famous Honey Bunny Song very
soon became as influential as the famous Why this Kolaveri song.
The Honey Bunny page on the companys Web site recorded more than one million visits during the first nine days of the campaigns launch. The YouTube page got about 1.9 lakh views, while the Facebook page received more than 2,000 likes.
Conclusion
Idea won the advertising effectiveness awards with a
Gold EFFIE for the "No idea Get Idea" campaign and a Silver for the" Language Barrier" campaign. In radio, Idea won six awards at the Golden Mikes Awards 2011 and was adjudged the Advertiser of the Year. Besides, Idea has also won a series of Digital Awards, the biggest being the Yahoo Big Chair where it won Gold.
