Introduction to Idea IDEA Cellular is a publicly listed company, on the Bombay Stock Exchange (BSE) and the National

Stock Exchange (NSE) in March 2007. It is a leading GSM mobile service operator with pan India licenses to operate in 15 telecom service areas in India. With a customer base of over 36 million in 15 service area inIndia. Idea was the first to launch GPRS and EDGE in the country. IDEA Cellular is a part of the US $24 billion Aditya Birla Group, India's first truly multinational corporation.

Advertising campaign An advertising campaign is an organized series of advertising message with identical orsimilar message over a particular period of time. It is an orderly planned effortsconsisting of related but self-contained and independent advertisements. Though thecampaign is conveyed through different media, it has a single theme and a unified approach.

The consumer profile.The advertising and marketing objectives.The product profile sheet analyzes your products in terms of the concepts such as: features.and personal and psychological characteristics. List the key features of your product that add value to it. education. where toplace the ads. How much to spend. coveringinfluences on their purchasing habits such as age.The creative and new plans considerations. . what message to send.The media availability. .The total advertising budget Advertising is probably the toughest part of any business. occupation.The marketing environment including pressure groups and competitors. Planning structure PRODUCER . income. how often. and to who? It's not possible to answerall these questions in one article so I'm going to deal with the budget creation. . . .The campaign¶s duration and its timing. Organisations that form any particular distribution channel. gender.The distribution channels is to provide a link between production and consumption. . . . Is a detailed analysis of a group of like consumers.A reviews of previous advertising /promotional efforts. .

as well as scripts for radio jingles and TV commercials. COPYWRITER They provides the verbal or written µcopy¶of the advertising campaign. ACCOUNT MANAGERS They works within an advertising or full-service marketing agency and is responsible for managing client accounts.They can work on a number of client accounts at any one time. objectives.A person who supervises or finances a work (as a staged or recorded performance) for exhibition or dissemination to the public ART DIRECTOR They come up with the visual concepts for everything from billboard advertisements to magazine layouts to videos and websites. RESEARCH DIRECTOR They directs and oversees an organization's marketing policies. They are also involved in writing text for web advertising. messages and straplines for printed adverts and leaflets. They aim to reach the highest number of people inthe target audience at the lowest possible cost. purchasing and monitoringmedia space on behalf of their clients. andinitiatives. They often have a team that theylead and direct.They manage the work of advertising account executives and are responsible for client budgets and administration. . catchphrases. MEDIA PLANNER It enable their clients to maximise the impact of their advertising campaigns through theuse of a range of media. This may include creating slogans. It is their responsibility to review changes to the marketplace andindustry and adjusts marketing plan accordingly. They apply knowledge of media and communication platformsto identify the most appropriate method for building awareness of customers MEDIA BUYER They work in advertising and media agencies negotiating.

Important key points for planning an advertising campaign Target audience.To obtain the consumer profile and psychology.To determine the market and its potentials . Effects on sales Why to plan campaign? .To decide about the channels and their satisfactory operation .To bring about product modification.Testing the effects of an ad after it has appeared in the Media. The budget ± the total expenditure The visual and the copy Timing and duration The language .To know the frequency or size of buying . Pre-testing . .It helps ensure that materials convey a clear and effective message. to achieve the required goal.To do the media planning.To determine the fundamental human desire to which the advertisement will . Media selection . Post-testing . .Is the process of choosing the most cost-effective media for advertising. .A specified audience or group for which an advertising message is designed.

To co-ordinate with the other promotional activities. kinsmanship.To develop a central idea or core idea around which the selling points revolve. . The ideahas to be discovered.To do the budgeting for the campaign .To prepare the actual ad copies which appeals and shows motives for which it has been presented . . you have to think like a consumer´. reflectsthe eternal human need for bonding. The briefing phase -Bad brief to the creative team results into bad work -Good brief ensure good work The creative phase To develop a central idea or core idea around which the selling points revolve. Three phases of ad campaign Strategy development phase -³If you want to catch a fish. . unique and likeable expression of connectivity. you have to think like a fish´ like wise ³If you want to catch a consumer.appeal. . And itmakes consumers aware that "no one connects better than Idea". and relationship forming. through a simple.It converges with the tangible requirement of 'network depth' & at the same time. The strength of this idea forms the basis of effective campaignplanning POST CAMPAIGNS OF IDEA "Stay Connected" is a brand promise that looks at the key purpose of mobile telephony. This newbrand campaign enables Idea to own the biggest category benefit of "keeping peopleconnected".

print campaign & outdoor publicity. Credits: Project What an Idea Client Idea Cellular Creative agency Lowe Lintas Creative team R Balki. Apart from it. Pixion ExposureTelevis ion Use Mobile Save tree STORY Abhishek Bachchan. It also suggests interesting use of mobile. will once againbe seen here. who earlier was also seen in the Idea Cellular's ad. including getting celebrities autographs. Kapil Bhagat Marketing Officer Pradeep Shrivastava Art director Kapil Bhagat Copywriter Carlos Pereira Planning Suraja Kishore Director Amit Sharma Production company Chrome Pictures Post-production companies VHQ Singapore. the campaign utilizes all relevant mainline media topropagate the message to its audiences with 60-second commercial and its various edits. music scrolls and gradation certificates.Slated to run through 2004. enacting as the only tree left in a forest that has been cut down to feed papermills. save paper' In the ad.opposing the need to indiscriminately cut trees and consequently save the environment. thus. Jaywant Dabholkar. TARGET The new campaign revolves around the theme. 'use mobile. but at the end isn't complex. Ashwin Varkey. . they try to provide a telephony solution for problems which appear to be complex in nature. Ashok Nadavdekar. various innovative media / events hasbeen used to further strengthen the message. He arrives upon the idea of how mobile phone could be used instead of paper.

The Idea commercial ³Walk when you Talk´ is innovative and good in communicating a social message to the audience of India. TARGET This Idea commercial tries to contradict the myth that technology has made man lazy. The message spreads like wild fire. It all begins when a journalist askshim if technology has made people lazy. The doctor begins tolose business.This commercial ends with the punchline which has been used in earlier commercial ± ³What an Idea Sirji´ thereby trying to build on the legacy created and take it forward in this commercial. Education for all .that in turn helps keep our planet green. The doctor has a brainwave that all people needto do is walk while they talk.It's a young and innovative idea about mobile phones being the 21st century solution to eliminate huge wastage of paper. The theme focuses on an idea which impacts people at large Walk when you talk ± Stay fit STORY In it. it helps them maintain their health and hence prevents them from going to a doctor for health-related problems This is the positive angle of looking at the benefits that technology can provide. This is the sixth in the 'What an Idea Sirji' campaign. It tries to convey that when people walk while talking. Bachchan plays a doctor who advocates how people can stay fit by simply walkingwhile talking and seeds this idea in the public domain. This time it takes on the ³burning topic´ of deforestation this time in hope to motivate people in India.

for the people STORY Bachchan plays the spokesperson who gives an idea to solve a complex problem withsurprisingly simple solution. especially girls.STORY Campaign sees Abhishek as the head of an educational institution. The ad shows how children. Idea Cellular has come up with a mobile governance ad campaign. The spread of education among girl children is a must in today's times. Now. Bachchan suggests lessons on the mobile phone to universalise education. of the people. through the power of mobile telephony. It is close on the heels of the nation¶s general elections. and showcased the use of mobile phone for democratic decision-making. A politician asksher constituents via mobile phones if she should allow the construction of a shoppingmall on agricultural land. When challenged by the traditional. He uses mobile telephony to overcome the barrier in the people . and rejects the proposal when her constituents say ³no´. . physically bound classrooms in schools that prevent providing education to many more children who are in need of education and the spread of education. face education barriers. TARGET Idea's new campaign addresses a relevant social issue education for all. TARGET This campaigns based on the theme of µDemocracy¶ . The socially conscious messages that the company sends across through its new ad campaign DEMOCRATIC COUNTRY.

³What an idea.´ adds Shrivastava. through SMS The company brought out the campaign of a deaf and mute tourist in Agra whereBachchan plays the role of a guide and uses SMS to communicate with her. Na koi bhed bhaav The ad in the series had the setting of a village ridden with caste wars. Idea Cellular launches 'Talk for India'campaign STORY Here Abhishek appeals its subscribers to pick up the phone and talk as much as they can on26th November last year. This would get rid of the caste system. SMS is best way of communicating with other & staying intouch with others. The logical nextstep was to build on the theme ² how a good idea can reshape the world. which reflect the caste. He suggests that instead of names.Manyo bse rve rs are predicting that mobile phones will play an important role in the 2009 Indian general elections World without caste ± Na Koi jaat paat .³We¶ve got excellent responses based on our brand health monitor. Sir ji.´ What an IDEA sirji.´ was the punch line. it didconnect with the audience. between 8:36pm and 9:36pm for donation for . ³The reasonwe¶ve stuck to this theme is because we¶ve had much success with it. all individuals should beknown by their mobile numbers. Though it wastoo simplistic a solution for a problem that has plagued the country for centuries. It was the 1stad campaign on TV of Idea. till Bachchan stepsin.

Spread the word about this campaign.Viewers will be asked a question based on the eventsand happenings of the ongoing match of the day.our nation¶s fallenheroes. in this campaign. If you have an idea connection. You remember. whatever Idea generates from the calls made during this hour. TARGET . If your friend has Idea connection then ask him/her to call you up during this time. The campaign has been designed toenable everybody to participate as it does not require detailed knowledge of the game.36PM IST to 9. all money will be donated to Police force. then schedule your calls during this hour. last year on 26th Nov (26/11) India was under an attack (attack onMumbai)Many policemen lost their lives fighting. The new format ofthe Game will allow millions of mobile users in India to participate in this uniquecampaign. Idea Brand Ambassador Abhishek Bachchan along with other celebrities and cricketerswill appear on TV. 3. 2. TARGET Talk for India hour is launched a noble cause to help policemen Talk for India hour : 26th November 2009 from 8. So how can you help in this noble cause. Idea readies India to play 'Idea Oongli Cricket' STORY The new teaser campaigns already running on Television have been urging people tokeep their fingers in good shape as 'Idea Oongli Cricket' is coming. 1.36PM IST.

in some way or the other. Butwith the mobile revolution now we can find almost every student with mobilephone.All Indians are connected with Cricket. ‡ Maximum respondents were using their current mobile service providers for more than 3 years. 'Idea Oongli Cricket' will enable every Indian to participate in this match of cricketing intelligence. 'Idea Oongli Cricket' can be played by all mobile phone users by SMSing their answer to '9594939291'. ‡ Most of the people prefer prepaid connections than postpaid connections. This T-20 Cricket Idea Cellular will bring Cricket at fingertips for everybody else who uses a mobile phone. ‡ Friends and T. ‡ Majority of customers don¶t want to change their current mobile service providereven if they are permitted to retain the current mobile phone number that they had.V. Mostly the students are satisfied with the services provided by the different cellular companies . and will engage a cross section of consumers through the power of telephony. are the best media advertisements that put more impact on the people buying decisions.Our country is a cricket crazy nation. The concept is fun and entertaining. FINDINGS ‡ Few years back mobile connections were not common among the people.

CONCLUSION SUGGESTIONS Mobile service providers should provide the facility of portability of number. Mobile service providers should provide the web access at cheaper cost. Mobile service providers should focus on providing better network coverage.Mostly the Youth don¶t use their mobile services beyond making calls and text messages. Mobile service providers should provide various schemes for their existing customers. Mobile service providers should also start providing 3G technology in Rural as well as Urban areas. Telecom market is quite competitive so mobile service providers should provide the services at cheaper cost. Tariff plan for STD and ISD calls should be reduced .

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