Hum Airtels Big Idea


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Hum Airtels Big Idea

  1. 1. Advertising Industry Scenario Communication Sells! Lessons from Airtel’s ‘Big Idea ’ Marketing Mastermind March Edition. By: Pallavi Modi RR1801A20
  2. 2. Today’s Scenario <ul><li>Companies have often used celebrities to enhance their brand values. This creates Image Connect and Mental Connect </li></ul><ul><li>Companies today try to achieve image differentiation like: Kingfisher Airlines is recognised by its jingle and Marlboro created the “macho cowboy” image , which had a distinct & unique image. </li></ul>
  3. 4. The Big Idea <ul><li>Airtel created its unique Big Idea- “ Express Yourself” </li></ul><ul><li>Making it an integral part of the brand. </li></ul><ul><li>Its communication strategy develops very strong mental connect with the consumers. </li></ul><ul><li>It strengthened the brand’s connect ,enhancing its brand equity. </li></ul>
  4. 5. Reasons behind Airtel’s Strong Brand Equity . <ul><li>Highly strategic & methodical communication. </li></ul><ul><li>It never diluted its communication theme & its campaigns. </li></ul><ul><li>Even goes to college campuses to promote its services </li></ul><ul><li>Its public relations are quite good </li></ul>
  5. 6. Creating Imagery <ul><li>Airtel rightly captured the aspirations of young couples through its two campaigns : Vidya Balan & Madhavan in the role of the lead protagonists ,and other with Saif Ali Khan & Kareena Kapoor. After then it added some emotional value around the brand through the couple by Saif’s expression of “I miss you it hurts”. </li></ul>
  6. 7. Creating distinct Image from other Brands
  7. 8. Avoiding Low Price as the Selling Proposition <ul><li>Although Tata Indicom, Hutch(now Vodafone) through Irfan Khan & Reliance – wanted to capture this market with its communication of low price. Airtel has been among the exceptions to this rule. People in today’s world value romance and relationships which Airtel has understood well. </li></ul>
  8. 9. Vodafone’s Communication Strategy <ul><li>It has segregated its communication into three </li></ul><ul><li>parts: </li></ul><ul><li>Communication for the brand : Backed by white lettering on a prominent red background.In its earlier avatar, Hutch also adopted a similar strategy. </li></ul><ul><li>Communication for Customer Care : Exemplified by lovable pug shown to be extremely helpful & caring. </li></ul>
  9. 10. <ul><li>Communication for Price : By using Irfan Khan as an integral part of price-related advertisements whether it is of chhota recharge or for lifelong prepaid. </li></ul>
  10. 11. Communication by Other Telecom Companies <ul><li>Reliance , Tata Indicom ,BSNL,MTNL, and Idea – have not built strongly cohesive & consistent advertising campaigns.They have focused on other features of their services or specifications & prices of handsets. </li></ul><ul><li>Idea Cellular has achieved a substantial degree of awareness and Image connect by using Abhishek Bachchan in its advertisements. </li></ul>