The document summarizes Aircel's integrated marketing communications strategies over time, including brand ambassadors like M.S. Dhoni and Suriya, campaigns like "Let's Keep Believing" and "Joy of a Little Extra", CSR initiatives like "Save Our Tiger" and donations drives, sponsorships of events and teams like CSK in IPL, and use of various media like outdoor, print, radio, social media, and partnerships. It provides an overview of Aircel's marketing approach from 2005 to 2013 as it expanded beyond South India.

1. IMC STUDY ON AIRCEL
Team Members:
Karthik P.S (211124)
Varun Bagai (211159)
Vysakh Nair (211167)
Vineet R. Singh (211165)
Yukti Agarwal (211169)

2. Brand Details
Product Category:
Telecom
Creative Agency:
McCann Erikson
Brand
Ambassador: M.S.
Dhoni, Suriya
Media Agency:
Starcom
Worldwide
Baseline: “It‟s
Time To Move On”

3. Timeline
Tie up INQ,
“Save the
introduced
Joy of a
Tiger”
FB voice Let’s Keep little extra
Campaign Believing
updates
Aircel
expands
outside
South India
2005
2010
2009
“Donate old
phones”
campaign
2013
2012
Limitless (Srf
Aircel Boat
n txt),
Campaign Celebrity
Chat, College
Brand
Ambassador

4. Donate a Spare Phone
Campaign
Creative Agency: Dentsu Marcom
Mumbai
Tagline: Silence is not always golden
Promise:
To make senior
citizens feel less lonely during the
festive season.

5. Boat Campaign
Created by Primesite, Mudra MAX‟s out-of-home (OOH) solutions unit
The message: „Aircel helps Mumbai to sail through its network‟.

6. Boat Campaign
Created by Primesite, Mudra MAX‟s out-of-home (OOH) solutions unit
The message: „Aircel helps Mumbai to sail through its network‟.

7. Boat Campaign
Created by Primesite, Mudra MAX‟s out-of-home (OOH) solutions unit
The message: „Aircel helps Mumbai to sail through its network‟.

8. CSR Initiative in association with NDTV and WWF
1. 12 hour live telethon
2. Car rally
3. Almost Rs 6 crore was raised
Created by Dentsu Communications
Twitter
Blog of Spidey, the cub
tiger.ndtv.com

9. Save Our Tiger

10. Limitless
Created by McCann Worldgroup
•
•
Created by DDB MudraMax
Value proposition: Limitless plans
for surfing and texting
Target audience: Youth

11. Lets Keep Believing
•
•
Created by McCann Worldgroup
Highlights the brand's new philosophy, Belief, and its role in
overcoming adversities
“So far, the brand focused on the functional aspect to create
differentiation. This campaign builds on that while taking it to a
higher emotional plane, for a deeper consumer connect”- Anupam
Vasudev, Chief Marketing Officer, Aircel

12. Joy of a little extra
Created by McCann Worldgroup
Providing a little extra: Extra SMS‟, Extra Talktime or Extra Data
By means of this, we also wish to get closer to the hearts of our
customers and continue to build on our commitment to them.- .
Anupam Vasudev, Chief Marketing Officer, Aircel

13. Joy of a little extra: TVCs

14. Joy of a Little Extra
Digital and Social Media

15. Free The Music Campaign
Aircel „Free the Music‟ platform gave young and upcoming musicians, a
golden opportunity to showcase their talent and fulfill their dreams.
Through this campaign, Aircel aimed to reinforce its commitment to
connect with and empower the youth.

16. IPL
Print
TVC

17. Social Media
Aircel uses its close association with CSK to attract fans and keep them
engaged by posting CSK updates and photos while promoting its own offers.

18. Social Media
Aircel is leveraging Twitter effectively for real-time CRM through its quick
responses to customer queries.

19. Outdoor

20. Outdoor

21. Print and Radio
Celebrate Love
on Aircel Radio
Misty Valentine
Zone- V- Day
Special, 2010
Complete take over of
REDFM on the same day
Lets your talk, talk

22. Brand ambassadors
Suriya
M S Dhoni

23. Event Sponsorship

24. Event Sponsorship

25. Event Sponsorship

26. Co-branding

27. THANK YOU!