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IDEA CELLULAR

Campaign Planning


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IDEA Cellular is a publicly listed company, on theBombay Stock Exchange and the National StockExchange in March 2007.

It is a leading GSM mobile service operator withpan India licenses to operate in 15telecom service

areas in India.

With a customer base of over 36 million in 15service area in India.Idea was the first to launch GPRS and EDGE in the

country.

Introduction to Idea


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PRODUCER

A person who supervises orfinances a work (as a staged orrecorded performance) for

exhibition or dissemination to thepublic

ART DIRECTOR

The come u with the visual

Planning structure


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MEDIA PLANNER

It enable their clients to maximize theimpact of their advertising campaignsthrough the use of a range of media. Theyapply knowledge of media andcommunication platforms to identify themost appropriate method for buildingawareness of customers

MEDIA BUYER

Planning structurecontinued.


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RESEARCH DIRECTOR

They directs and oversees anorganization's marketing policies,objectives, and initiatives. It is their

responsibility to review changes tothe market place and industry andadjusts marketing plan accordingly.

They often have a team that theylead and direct.



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COPYWRITER

They provides the verbal or writtencopy of the advertising campaign.

This may include

creating slogans, catchphrases,messages and strap lines forprinted adverts and leaflets.

They are also involved in writingtext for web advertising, as well as



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ACCOUNT MANAGERS

They works within an advertising orfull-service marketing agency andresponsible for

managing client accounts .Theycan work on a number of clientaccounts at any given time .Theymanage the work of advertisingaccount executives and are



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.To determine

the marketand its

otentials

Why to plan campaign?


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Strategy development phase

-If you want to catch a fish, you haveto think like a fish like wise If youwant to catch a consumer, you have

to think like a consumer.

The briefing phase

-Bad brief to the creative team results

into bad work

Three phases of adcampaign


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"Stay Connected" is a brandpromise that looks at the keypurpose of mobile telephony . Itconverges with the tangible

requirement of 'network depth' & atthe same time, reflects the eternalhuman need for bonding, kinsmanship, and relationship forming. This

new brand campaign enables Idea to

CAMPAIGNS OF IDEA


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Project: What an Idea

Client: Idea Cellular

Creative agency: Lowe Lintas

Creative team: R Balki , AshwinVarkey, Jaywant

Dabholkar, Ashok Nadavdekar,

KEY PERSONS


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Marketing Officer: PradeepShrivastava

Art director: Kapil Bhagat

Copywriter: Carlos Pereira

Planning: Suraja Kishore

KEY PERSONS


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Director: Amit Sharma

Production company: ChromePictures

Post-production companies: VHQSingapore, Pixion

KEY PERSONS


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STORY

Abhishek Bachchan, who earlier wasalso seen in the Idea Cellular's ad, willonce again be seen here, enacting as

the only tree left in a forest that hasbeen cut down to feed paper mills. Hearrives upon the idea of how mobilephone could be used instead of paper,thus , opposing the need to

Series 1:Use MobileSave Tree


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TARGET

The new campaign revolves aroundthe theme, 'use mobile, save paper'

In the ad, they try to provide atelephony solution for problemswhich appear to be

complex in nature, but at the end

isn't complex .It also suggests

Series 1:Use MobileSave Tree


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STORY

In it, Bachchan plays a doctor whoadvocates how people can stay fit bysimply walking while talking and

seeds this idea in the public domain.It all begins when a journalist askshim if technology has made peoplelazy. The doctor has a brainwave thatall people need to do is walk while

Series 2: Walk when you talk Stay fit


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TARGET

This Idea commercial tries tocontradict the myth that technologyhas made man lazy.

It tries to convey that when peoplewalk while talking, it helps themmaintain their health and hence

prevents them from going to a doctor-

Series 2: Walk when you talk Stay fit


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STORY

Campaign sees Abhishek as the headof an educational institution. Whenchallenged by the

traditional, physically boundclassrooms in schools that preventproviding education to many morechildren who are in need ofeducation and the spread of

Series 3:Education forall


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TARGET

Idea's new campaign addresses arelevant social issue education for all.

The ad shows how children,

especially girls, face educationbarriers.

The spread of education among girlchildren is a must in today's times.

The socially conscious messages that

Series 3:Education for all
http://var/www/apps/conversion/tmp/scratch_1/New%20folder%20(2)/Idea%20new%20ad%20on%20'Education%20for%20all'%20-%20YouTube.flvhttp://var/www/apps/conversion/tmp/scratch_1/New%20folder%20(2)/Idea%20new%20ad%20on%20'Education%20for%20all'%20-%20YouTube.flvhttp://var/www/apps/conversion/tmp/scratch_1/New%20folder%20(2)/Idea%20new%20ad%20on%20'Education%20for%20all'%20-%20YouTube.flvhttp://var/www/apps/conversion/tmp/scratch_1/New%20folder%20(2)/Idea%20new%20ad%20on%20'Education%20for%20all'%20-%20YouTube.flv


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STORY

Bachchan plays the spokespersonwho gives an idea to solve a complexproblem with surprisingly simple

solution, through the power of mobiletelephony. A politician asks herconstituents via mobile phones if sheshould allow the construction of ashopping mall on agricultural land,

Series 4:DEMOCRATIC COUNTRY- by thepeople , of the people, for the people


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TARGET

This campaigns based on the themeof Democracy .

Now, Idea Cellular has come up witha mobile governance ad campaign.

It is close on the heels of the nationsgeneral elections, and showcased the

use of mobile phone for democratic

Series 4:DEMOCRATIC COUNTRY- by thepeople , of the people, for the people


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The ad in the series had the settingof a village ridden with caste wars,till Bachchan steps in. He suggeststhat instead of names, which reflect

the caste, all individuals should beknown by their mobile numbers. Thiswould get rid of the caste system.

Though it was too simplistic a

solution for a problem that has

Series 5:World without caste Na Koi jaatpaat , Na koi bhed bhaav


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What an IDEA sir ji, through SMS

The company brought out thecampaign of a deaf and mute touristin Agra where Bachchan plays therole of a guide and uses SMS tocommunicate with her. It was the

1stad campaign on TV of Idea. SMS

Series 5:World without caste Na Koi jaatpaat , Na koi bhed bhaav


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STORY

Here Abhishek appeals itssubscribers to pick up the phone andtalk as much as they can on26th

November last year, between8:36pm and 9:36pm for donation forour nations forgotten heroes. Youremember, last year on 26th Nov(26/11) India was under an attack

Series 6 : Idea Cellular launches 'Talk forIndia campaign


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TARGET

Talk for India hour is launched a noblecause to help policemen

Talk for India hour : 26th November

2009 from 8.36PM IST to 9.36PM IST.

Series 6 : Idea Cellular launches 'Talk forIndia campaign


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STORY

The new teaser campaigns alreadyrunning on Television have beenurging people tokeep their fingers in

good shape as 'Idea Oongli Cricket' iscoming. The new format ofthe Gamewill allow millions of mobile users inIndia to participate in thisuniquecampaign.

Idea readies India to play 'IdeaOongli Cricket'


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TARGET

Our country is a cricket crazynation.All Indians are connected withCricket, in some way or

the other.

Idea readies India to play 'IdeaOongli Cricket'


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Few years back mobile connectionswere not common among thepeople. Butwith the mobile

revolution now we can find almostevery student with mobilephone.

Most of the people prefer prepaid

FINDINGS


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Maximum respondents were usingtheir current mobile service providersfor more

than 3 years.

Majority of customers dont want tochan e their current mobile service

FINDINGS


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Mobile service providers shouldprovide the facility of portability ofnumber.

Mobile service providers should

provide the web access at cheapercost.Telecom market is quite

competitive so mobile service

providers should give the services

CONCLUSION


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Mobile service providers shouldfocus on providing better networkcoverage.


also start providing 3G technologyin Rural as

well as Urban areas.


CONCLUSION

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