Presented by:

Mohammad Sohail

Poulomi Pal

Sukshit Kapur

Tanya Beniwal

Uday Shankar

According to the Brand Track Index Study commissioned by Idea, Idea’s brand is perceived as “reliable & trustworthy” and one that “offers cheaper and good promotional offers”

All campaigns of Idea reflect the essential brand promise of providing a simple, fresh and imaginative solution to a complex problem of the society

With its various affordable and world class mobile services to varied segments of mobile users, IDEA is seen as an innovative, customer-focused brand with services to suit every pocket

Idea had an identity of a brand sensitive towards society and nation, health and environment created by its various ads

CORPORATE IDENTITY

• 643 followers• Interesting videos

posted daily

• 8346 subscribers to the YouTube channel

• 482 videos uploaded on the channel with total of 7.4 million views

• 16710 followers• Daily question

and videos posted to keep customer engaged

• 4.6 million strong community

• Facebook auditions for Idea Rocks India

• Interaction through posters, videos

• Online Customer Care

Facebook – October,

2008

Twitter – June, 2009

Google Plus –

September, 2012

YouTube – May, 2008

There is a set weekly pattern to the posts with every content being centered around an idea,

reflecting the brand’s tagline – An idea can change your life!

Organizes several contests on Social Media to increase the visibility of its ad campaigns, eg. “Honey Bunny on Social Media”

Was awarded the Silver ABBY for “Best Website with social media integration” 2011

SOCIAL MEDIA

MAJOR ADVERTISEMENT CAMPAIGNS

Dec’12

Nov’10

Aug’10

Mar’10

Dec’09

Idea Rings All India “Honey Bunny” Campaign

USP: This campaign shows people from different parts of the country and from varied cultural backgrounds humming the same song—Honey Bunny

You’re my pumpkin pumpkin, hello honey bunny

Web site recorded more than one million visits during the first nine days of the campaign’s launch. The YouTube page got

about 1.9 lakh views, while the Facebook page received more than 2,000 likes

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Dec’09

No Idea, get Idea Campaign…..

USP: Idea has taken the lead to make mobile consumers aware of the upcoming mobile number portability service

This campaign woos new customers with the roll out of

‘Switch to Idea’ campaign that it is ready to enable Mobile Number Portability (MNP) on its network

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Dec’09

This campaign unravel an idea which will help millions of Indians – who move out of their homes for Career , Education , Travel and other prospects in life; or need to communicate with people talking different languages in their own surroundings. – to easily adapt to the change in environment and communicate smoothly.

USP: Urged Indians to easily adapt to the change in environment and communicate smoothly, an emotional touch that worked well with the audience

Break the Language Barrier..

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Dec’09

This campaign unravel an idea which will help millions of Indians – who move out of their homes for Career , Education , Travel and other prospects in life; or need to communicate with people talking different languages in their own surroundings – to easily adapt to the change in environment and communicate smoothly.

• This commercial urged people to keep their fingers in good shape as Idea Oongli Cricket is coming

• The new format of the Game allowed millions of mobile

users in India to participate in this unique campaign

USP: The concept was to engage the cricket crazy nation through the power of cellphones

The fun “Oongli Cricket”..

Aug’08

Break the Language Barrier..

Dec’12

Nov’10

Aug’10

Mar’10

Series 1Dec’09

“Use Mobile Save Paper”

Theme: How mobile phone could be used instead of paper, thus, opposing the need to indiscriminately cut trees and consequently save the environment

Focus on environment

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Series 2

Dec’09

“Use Mobile Save Paper”

How mobile phone could be used instead of paper, thus, opposing the need to indiscriminately cut trees and consequently save the environment

Focus on environment

This Idea commercial tries to contradict the myth that technology has made man lazy. It tries to convey that when people walk while talking; it helps them maintain their health

Focus on health and fitness

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Series 3

Dec’09

“Use Mobile Save Paper”

How mobile phone could be used instead of paper, thus, opposing the need to indiscriminately cut trees and consequently save the environment

Focus on environment

This Idea commercial tries to contradict the myth that technology has made man lazy. It tries to convey that when people walk while talking; it helps them maintain their health

Focus on health and fitness

“Walk when you talk”

“Education for all”

This commercial addresses a socially relevant issue education for all. The ad shows how children, especially girls, face education barriers and the need to overcome it.

Focus on education

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Series 4

Dec’09

“Democratic Country- by the people, of the people, for the people”Concept of mass inculcation, supporting the idea of democracy struck a chord with the audience.“What an idea, Sir Ji” effect at its best!

Focus on democracy

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Series 5

Dec’09

“Democratic Country- by the people, of the people, for the people”Concept of mass inculcation, supporting the idea of democracy struck a chord with the audience.“What an idea, Sir Ji” effect at its best!

Focus on democracy

This ad in the series had the setting of a village ridden with caste wars, till Bachchan steps in. He suggests that instead of names, which reflect the caste, all individuals should be known by their mobile numbers. This would get rid of the caste system.

Focus on equality of caste

“World without caste – Na Koi jaat paat , Na koi bhed bhaav”

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Series 6

’09

“Democratic Country- by the people, of the people, for the people”Concept of mass inculcation, supporting the idea of democracy struck a chord with the audience.“What an idea, Sir Ji” effect at its best!

Focus on democracy

This ad in the series had the setting of a village ridden with caste wars, till Bachchan steps in. He suggests that instead of names, which reflect the caste, all individuals should be known by their mobile numbers. This would get rid of the caste system.

Focus on equality of caste

“World without caste – Na Koi jaat paat , Na koi bhed bhaav”

“Talk for India campaign”

Abhishek appeals its subscribers to talk as much as they can on 26th November 2009, between 8:36pm and 9:36pm. All the money generated

during this period would be donated to Police Force to honor the martyrs of 26/11.

Focus on social and sensitive issue

Aug’08

Dec’12

Nov’10

Aug’10

Mar’10

Dec’09

Aug’08

• This campaign was built on the idea of Mumbaiites and non-Mumbaiites and how phone numbers are a proof of identification

• It suggested that you can figure out if a person is from Mumbai by his/her phone number

Idea Telephone Exchange

IDEA Festival Campaigns (Eid, Diwali, Christmas and Holi)

IDEA Valentine’s Day ads

IDEA Short Films

RECENT CAM

PAIGN

S

• Terrific Brand Recognition:“What an idea Sir Ji” - catchy, popular, instant and widespread acceptance“No Idea? Get Idea.” – Impactful. Inculcated in common lingo

• Catchy Jingle:“Hello Honey Bunny” - Mixed reviews but impactful

• Customer base:The customer base grew putting Idea as the third largest mobile service provider

KEY MILESTONES

!dea's"Bill Flash" wins the prestigious 2006 GSM Associations Award

IDEA crosses the 10,000,000 Landmark

IDEA commences operations in Rajasthan

IDEA launches 'MyGang' card - a specially designed pre-paid card for the youth Becomes the first-ever operator to launch a 'Youth Mobile Radio' service

Milestones 2006-2007

IDEA Jalsa to celebrate Indian Music IDEA & Indian Music xAcademy join hands to bring legends and young maestros of Indian Music on TV

IDEA redefines VAS; brings MTV Roadie Challenge to Mobile phones

IDEA wins prestigious Golden Peacock Award 2008 for My Gang

54th IDEA Filmfare Awards Filmfare ties up with IDEA Cellular as the Lead Sponsor this year

IDEA partners IIFA for 10th Anniversary Awards

Milestones 2008-2009

Home Minister acknowledges IDEA's contribution to internal security

India's most watched TV show 'Kaun Banega Crorepati' is powered by 'Idea'

Idea rings in the 'Power of 3G‘ and gets 1 million subscriber base in less than a month

Idea wins ‘Best Brand Campaign’ at the prestigious World Communication Awards 2011

Idea brings affordable smartphones to promote 3G services in India

Brand IDEA bags an array of Awards

Milestones 2010-2011

Idea Rocks India, once again!

Idea Launches the BlackBerry Z10 smartphone in India

‘Idea Rings All India’, jingle goes viral!

Idea wins at the prestigious World Communication Awards 2012, second year consecutively

Idea is a winner in the spectrum auction!

Milestones 2012-2013

No particular segmentation, Stress on issues rather than segments

Target has been the general mass

• A people’s brand, less focus on price, more focus on stand

• No clearly defined positioning• Very few of the campaigns stressed on value of product

or service(except MNP)• Almost nil campaigns on introductory products or

services• People are more aware of the brand than the products

offered

STP ANALYSIS

Thank You