Project on:

Advertisement Analysis of

Its Time to move on…..

Project By:
Syed Kaleem Mohd
MMS-B Roll No: 104
 Its Time to move on…..

History:

 The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia
and Sindya Securities & Investments Private Limited, whose current shareholders are the
Reddy family of Apollo Hospitals Group of India.
 With Maxis Communications holding a majority stake of 74%.
 Aircel has a market share of around 7.45% and it has 25,673,515 subscriber around India.
 Aircel commenced operations in 1999 and became the leading mobile operator in Tamil
Nadu within 18 months and later all over india.
 It emerged a market leader in Assam and in the North Eastern provinces within 18
months of operations and till today it gained a foothold in 18 circles .
 Aircel has won many awards and recognitions.
 Aircel is the title sponsor for Chennai Open and has associated with India’s largest ATP
Tennis Tournament.
 AIRCEL India’s fifth largest GSM mobile service Operator was honored at the World
Brand Congress 2009 with three awards, Brand Leadership in Telecom, Marketing
Campaign & Marketing Professional of the Year

Products:

As it is a collaboration of two companies coming together i.e. Maxis Communications Berhad of

Malaysia the product under this company are
 Maxis Broadband
 Maxis Mobile
 Maxis Mobile Services
 Maxis International

And Reddy family of Apollo Hospitals Group of India who deal in health care in India.
Story board:

The TVC opens at a girl walking down a street busy on her cell phone. She
stops by a window and her attention is caught by a Yum looking chocolate
cake. She walks in the pastry shop and finds the cake too expensive and big
for her. Through her actions, she explains and requests the shopkeeper to give
her a small piece of the cake.VO: "Kaash hum jitna chahein bas uska daam
chukayein".He gives her a piece and there's a VO: "Pesh hai Aircel par per
second, jitne seconds utna daam."She heartily enjoys her cake as she walks
out of the shop.The TVC ends with the man watching her walk off.
About the Product (Aircel):

Aircel one the network provider in India.Aircel the fifth largest GSM Mobile service operator,
in India. Aircel offers the scheme, after the recent successful launch of “PAY PER SECOND
CALLING PLAN” in 12 circles recently. Aircel prepaid Mobile customers can now enjoy both
Local & STD calls at just One Paisa per Second to any network in India.

 All Local calls – 1p/second (any network-any time)

 All STD calls – 1p/second (any network-any time) – up to first 10,000 seconds per Month
after that 2p/second

 SMS, ISD Calls and Roaming charge as per normal prepaid tariff.

The New Pay per Second Campaign:

The new ad campaign was made by Dentsu Mar communication .This is a very clever move by
Aircel as Tata Docomo and BSNL are the only providers providing Per Second Billing in
Maharashtra.BSNL charging hefty amount to avail this facility so the main competition is
between Docomo and Aircel when it comes to per second billing. As there is a huge potential in
telecommunication sector Aircel has moved along with the trend. The ad which it has launched
clearly puts across the message of per second billing as compared to TATA Docomo.The ads
speak where a girl while talking luks at the cake and is tempted to have it but luking at the price
she just turn down the idea of having it but still she insist the shopkeeper to give here a piece of
it but the shopkeeper insist and then comes the voice “Pay for how much u speak”and the girls
walk out having a piece of cake in hand.

Analysis:
 Proper communication.
 USP of the product properly highlighted.
 Exclusivity.
 Relevant.
 To the point.
 Proper co-ordination of ad
 The background Music of the commercial is also very catchy.
 It hasn’t side lined the product by taking in any celebrity.

Recommendation:
Since this campaign has just been launched, the company is yet to see the response of the
audiences.As it is a new concept in the market the company should increase the frequency of the
ad and try and capture the market with its USP keeping into mind. It should also try and come up
with various promotional offers.