Airtel Magic - Selling a Pre-paid Cellphone Service |
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"Magic's success can be attributed to the one on one relationship that the brand has built successfully with its customers. Add to that the vibrant colours, the local language and simplicity that the brand communicates with, and the celebrity association, Magic creates a lasting bond with its customers." - Vivek Goyal, CEO, Bharti Mobitel Ltd., in January 2002. Casting The Celebrity Magic
In October 2002, Bharti launched a television commercial (TVC), featuring Shah Rukh Khan (leading actor, already endorsing Magic since a couple of years) and Kareena Kapoor. The TVC, developed by one of India's leading advertising agencies, Percept Advertising, was the first of the series of four TVCs for Magic's new campaign.
Airtel Magic - Selling a Pre-paid Cellphone Service - Next Page>> 1] Socio-Economic Classification (SEC) categorized urban Indian households into five segments SEC A, SEC B, SEC C, SEC D and SEC E, based on education, occupation and chief wage earner's profile. A&B are high SEC classes. Mid SEC class is SEC C and low SEC classes include D&E. |
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