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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"Our effort has been, and continues to be, to make Idea Cellular a champion brand. Thus, all our campaigns are aimed at demonstrating the power of an idea by looking at mobile telephony and what it can do, in a way that's fresh, imaginative, and elevating."1

- Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular, in September 2009.

Introduction

In May 2009, India-based leading telecom operator, Idea Cellular's (Idea) advertisement (ad) endorsed by the Indian film star Abhishek Bachchan (Bachchan) won the 'Best celebrity endorsement award' at NDTV Tech Life Awards2. On receiving the award, Bachchan said," The IDEA campaign carries a socially relevant message in today's commercial environment and the brilliant concept of encouraging two-way communication between the government and people has connected with millions across India."3

Idea had chosen Bachchan as its brand ambassador in October 2007. Advertising agency Lowe Lintas (Lowe), which had been designing ad campaigns for Idea since the late 1990s, developed new campaigns after Bachchan was signed up.

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1] Malabika Sarkar, "Simple Solutions to Simple Problems," www.financialexpress.com, August 25, 2009.
2] NDTV is one of India's leading news channels. NDTV Tech Life Awards are presented for several categories like Best Computer and Laptop, Gadget Eye Candy, Innovation of the Year, Best Celebrity Endorsement etc.
3] "Abhishek Bachchan Wins the 'Best Brand Ambassador of the Year' Award," www.thaindian.com, May 02, 2009.


 

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