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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Introduction Contd...

These campaigns, based on social issues that could be solved using mobile telephony, were acclaimed for their creativity. Idea's ads had focused on its network coverage and promotional packages before Bachchan was appointed as its brand ambassador. The company used its brand name 'Idea' in its ad slogans like 'An Idea can change your life,' 'A good Idea,' and 'What an Idea!'

According to advertising experts, Idea enjoyed very little brand recall in the initial years after its inception. It had gained on that front by using its brand name in creative and meaningful slogans that concluded in its ads making perfect sense.

Analysts felt that using Bachchan, one of the leading movie actors in India who is extremely popular among youngsters, was one of the reasons for the significant improvement in Idea's brand recall.

Analysts also attributed the success of Idea in improving its brand recall and subscriber base to the creative work done by Lowe. Idea's ads were in contrast to that of its competitors like Bharati Airtel and Vodafone which focused on their value added services (VAS) and products.

However, some experts felt that while Idea's ad campaigns were creative and improved its brand recall, there was nothing in the ads that would attract a customer of its competitors or a new subscriber. They felt that Idea should have promoted the unique selling points of its products and services in the ads rather than only projecting the uses of mobile telephony...

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