m Saurav Ganguly & movie star Madhavan & Kareena

Kapoor as their brand ambassadors.

ambassadors.
m Changed the tagline from ´You Can Do Magicµ to ´Magic
Hai To Mumkin HaiµHaiµ.
m Also launched a TVC(television commercial) featuring
Shahrukh Khan and Kareena Kapoor.
Kapoor.
m These TVCs aimed at attracting young adults in SEC B
and C categories of the Indian market.
market.
m Tough competition for Magic because of its competitors
like Idea, Tata, Hutch, wings, cellsuvidha,
cellsuvidha, etc.
etc.
m Leading company with 30 30%
% of the market share.
share.
 ë
 
   

m Introduction of cellular telephony in 1990 with only two

major private players Bharti (Airtel
Airtel)) and Essar (Essar)
Essar)
offering only post paid services .
m Monopoly was created that is why tariff rates and cell
phone costs were sky touching.
m Using cell phone was treated as luxury.
m Major cellular service providers felt the need of launching
prepaid service(late 90·s) in the Indian market.
    
   


m In 2002 Bharti entered into a strategic tie-tie-up with ICICI
bank to offer recharge facility for Magic cards users at the
bank's ATMs
m Bharti also focused on revamping of its pricing strategies
Day:: Outgoing calls
Day Incoming calls
Rs 1.35 /30 seconds Rs 0.99 /30 seconds

Night::
Night Outgoing calls Incoming calls
Rs 0.67/ 30 seconds Rs 0.49/30 seconds
 Bharti introduced certain innovative services like:
like:
1. Balance on screen.
screen.
2. Balance on demand (balance amount derived by pressing
specific numbers on the phone
THE FUTURE ² FAR FROM MAGICAL