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Aircel
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Aircel Network Presence
1999: Launched in India
(Tamil Nadu)
2005: Started expanding
Operations to NE states
and J&K
2009: Got licenses for
remaining circles
2010 End: Presence in all
23 Circles
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Telecom Industry 2005 (GSM)
1999 2005 2009 2010 2011 2012 2013
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Strategy
Target customers: Youth and small and
medium enterprises
Insight: Customer has the perception that all
the mobile service providers
offer the same prices when it
comes to calls and services
Strategy: Focus on Value added services
Main Focus: Increasing Brand Awareness
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Enters M S Dhoni
Successful
Leader
Popular
Dependable
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All the campaigns
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World of possibilities
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2009: World of Possibilities
Aircel 3G
Aircel Pocket Apps
Blyk on AIrcel
Its Time to Move On
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2009: World of Possibilities
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2010: Save Our Tigers
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Apr 2012: Lets Keep Believing
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Sep 2012: Limitless
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TVC
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Print Media
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Save our Tiger
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Joined :2008
Joined :2010
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Belief
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Misplaced Belief
A single ad
commercial in
television
No integration with
other media
Just asking to believe
No relevance with
the brand
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Limitless
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Limitless TVCs
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Innovative Flash Mobs
Limitless Dhaki
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Tie-up with STOY
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Sponsorship
IPL Chennai
Open
Professional
Golf Tour ofIndia
Shillong
LajongFootball
Club (SLFC)
Lakme
FashionWeek
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Presence on FB
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Out of home
Innovation
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Out Of Home Advertising
BHUVNESHVA
R & KOLKATA
GUJRAT
UP
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DELHI
RAJASTHAN
PUNJAB &
HARYANA
Out Of Home Advertising
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Out of Home Ad - INNOVATIVE
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Sales Promotion
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Youth Engagement Initiatives
These initiative aimed at providing opportunities and ways to empower the youth
Book2Practice and Project Shaktiyam
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Present Scenario
Market share, social media
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2,805,844
Likes
54,326talking about this
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****
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Conclusion
Was the decision to use VAS as USP
for youth correct