Campaign Planning

IDEA CELLULAR

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Introduction to Idea

IDEA Cellular is a publicly listed company, on the Bombay Stock Exchange and the National Stock Exchange in March 2007. It is a leading GSM mobile service operator with pan India licenses to operate in 15telecom service areas in India. With a customer base of over 36 million in 15 service area in India. Idea was the first to launch GPRS and EDGE in the 2/23/13 country.

Planning structure

PRODUCER A person who supervises or finances a work (as a staged or recorded performance) for exhibition or dissemination to the public ART DIRECTOR
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MEDIA PLANNER
It enable their clients to maximize the impact of their advertising campaigns through the use of a range of media. They apply knowledge of media and communication platforms to identify the most appropriate method for building awareness of customers

MEDIA BUYER

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RESEARCH DIRECTOR They directs and oversees an organization's marketing policies, objectives, and initiatives. It is their responsibility to review changes to the market place and industry and adjusts marketing plan accordingly. They often have a team that they 2/23/13 lead and direct.

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COPYWRITER They provides the verbal or written copy of the advertising campaign. This may include creating slogans, catchphrases, messages and strap lines for printed adverts and leaflets. They are also involved2/23/13writing in text for web advertising, as well as

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ACCOUNT MANAGERS They works within an advertising or full-service marketing agency and responsible for managing client accounts .They can work on a number of client accounts at any given time .They manage the work of advertising 2/23/13 account executives and are

Why to plan campaign?

To determine the market and its potentials

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Three phases of ad campaign

Strategy development phase -If you want to catch a fish, you have to think like a fish like wise If you want to catch a consumer, you have to think like a consumer. The briefing phase -Bad brief to the creative team results 2/23/13 into bad work

CAMPAIGNS OF IDEA

"Stay Connected" is a brand promise that looks at the key purpose of mobile telephony . It converges with the tangible requirement of 'network depth' & at the same time, reflects the eternal human need for bonding, kinsman ship, and relationship forming. This 2/23/13 new brand campaign enables Idea to

KEY PERSONS

Project:What an Idea Client:Idea Cellular

Creative agency:Lowe Lintas

Creative team:R Balki , Ashwin Varkey, Jaywant 2/23/13 Dabholkar, Ashok Nadavdekar,

KEY PERSONS

Marketing Officer:Pradeep Shrivastava Art director:Kapil Bhagat

Copywriter:Carlos Pereira

2/23/13 Planning:Suraja Kishore

KEY PERSONS

Director:Amit Sharma Production company:Chrome Pictures

Post-production companies:VHQ Singapore, Pixion

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Series 1:Use Mobile Save Tree

STORY Abhishek Bachchan, who earlier was also seen in the Idea Cellular's ad, will once again be seen here, enacting as the only tree left in a forest that has been cut down to feed paper mills. He arrives upon the idea of how mobile phone could be used instead of paper, 2/23/13 thus , opposing the need to

Series 1:Use Mobile Save Tree

TARGET The new campaign revolves around the theme, 'use mobile, save paper' In the ad, they try to provide a telephony solution for problems which appear to be complex in nature, but at the end 2/23/13 isn't complex .It also suggests

Series 2: Walk when you talk Stay fit

STORY In it, Bachchan plays a doctor who advocates how people can stay fit by simply walking while talking and seeds this idea in the public domain. It all begins when a journalist asks him if technology has made people lazy. The doctor has a brainwave that 2/23/13 all people need to do is walk while

Series 2: Walk when you talk Stay fit

TARGET 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 and hence prevents them from going to a doctor 2/23/13

Series 3:Education for all

STORY Campaign sees Abhishek as the head of an educational institution. When challenged by the traditional,physically bound classrooms in schools that prevent providing education to many more children who are in need of 2/23/13 educationand the spread of

Series 3: Education for all

TARGET Idea's new campaign addresses a relevant social issue education for all. The ad shows how children, especially girls, face education barriers. The spread of education among girl children is a must in today's times. 2/23/13 The socially conscious messages that

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

STORY Bachchan plays the spokesperson who gives an idea to solve a complex problem with surprisingly simple solution, through the power of mobile telephony. A politician asks her constituents via mobile phones if she should allow the construction of a 2/23/13 shopping mall on agricultural land,

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

TARGET This campaigns based on the theme of Democracy . Now, Idea Cellular has come up with a mobile governance ad campaign. It is close on the heels of the nations general elections, and showcased the use of mobile phone for 2/23/13 democratic

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

The 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. Though it was too simplistic a 2/23/13 solution for a problem that has

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

What an IDEA sir ji, through SMS The company brought out the campaign of a deaf and mute tourist in Agra where Bachchan plays the role of a guide and uses SMS to communicate with her. It was the 1stad campaign on TV of Idea. SMS 2/23/13

Series 6 : 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, between 8:36pm and 9:36pm for donation for our nations forgotten heroes. You remember, last year on 26th Nov 2/23/13 (26/11) India was under an attack

Series 6 : Idea Cellular launches 'Talk for India campaign

TARGET Talk for India hour is launched a noble cause to help policemen Talk for India hour : 26th November 2009 from 8.36PM IST to 9.36PM IST. 2/23/13

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. The new format ofthe Game will allow millions of mobile users in India to participate in this 2/23/13 uniquecampaign.

Idea readies India to play 'Idea Oongli Cricket' TARGET

Our country is a cricket crazy nation.All Indians are connected with Cricket, in some way or the other.
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FINDINGS

Few years back mobile connections were not common among the people. Butwith the mobile revolution now we can find almost every student with mobilephone.
2/23/13 Most of the people prefer prepaid

FINDINGS

Maximum respondents were using their current mobile service providers for more than 3 years. Majority of customers dont want to 2/23/13

CONCLUSION

Mobile service providers should provide the facility of portability of number. Mobile service providers should provide the web access at cheaper cost. Telecom market is quite competitive so mobile service 2/23/13 providers should give the services

CONCLUSION

Mobile service providers should focus on providing better network coverage. Mobile service providers should also start providing 3G technology in Rural as well as Urban areas.
2/23/13 Mobile service providers should