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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Please note:

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 Contd...

Idea's Association with IPL

In March 2009, Idea tied up with Mumbai Indians, one of the teams participating in the Indian Premier League (IPL). IPL provided Idea with a good opportunity for its brand building exercise as the competition was closely followed by the entire country. Idea launched a campaign called 'Call the Cricketers' on April 30, 2009...

The 'Out-Of-Home' Campaigns

Idea had been using OOH media like hoardings, public transport systems, and bus shelters since the early 2000s. The company used OOH media innovatively to reflect the message of the ad. One of the most noticed campaigns of Idea's OOH was the one used in the city of Surat in the state of Gujarat in Western India...

The Road Ahead

Advertising experts felt that the campaigns used by Idea to promote its network coverage and tariff plans were creative and would help it to add to its subscriber base. They opined that many of Idea's ads in 'What an !dea' campaign had a rural background and would help Idea in building a strong brand image in rural India. Analysts said that the urban markets were getting saturated for telecom operators and hence expanding into rural India would help them grow significantly...

Exhibits

Exhibit I: A Note on Indian Mobile Telecom Industry
Exhibit II: Print Ad of Idea Featuring Sumo Wrestler
Exhibit III: Some Print Ads of a Good Idea! Campaign
Exhibit IV: Idea's Brand Promotion on and around Air India Building in Mumbai
Exhibit V: Few Idea's Innovative 'Out-of-Home' Ads


 

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