͞If he is playing very good I have to play

unbelievable͟

›
 
  
  
 
›hallenges for Aircel

Business ›hallenge
›onsumer ›hallenge
 Business ›hallenge
ͻ 6 well established
players in the market
ͻ Very high Level of
Awareness for existing
brands (90 %+)

ͻ Establish Aircel as a
National Stature
brand
ͻ Shed the regional
player badge away
ͻ 20% Awareness in
launch month

›
 
  
  
 
ͻ 15% Add-ons i
 ›onsumer ›hallenge
ͻ ›omplicated challenge for a
tightly regulated category that
makes most offerings look quite
identical

ͻ Finding space in the consumer͛s

mind besieged by noisy
communication with parity,
almost commodity offerings
5
›
 
  
  
 
 ›ommunication Goal

Powerful brand image through distinctive &

differentiated usage of media

6
›
 
  
  
 
 igh Noise Levels
ͻ One of the highest spend category
ʹ INR 2000 crs+

ͻ Airtel Market Leader with 33% share & Top

2 players of the category taking 5@% of
market share.

ͻ Airtel & Vodafone having 90%+ awareness

level

ͻ Aircel perceived as a Regional Player

ʹ 6% Market Share and
ʹ Low Awareness Level of about @%

@
›hallenge for us
ͻ Aircel : @th Player

ͻ Lend Uniqueness & Generate

unprecedented buzz

ͻ Talk-ability by using Media/ Media vehicle

differently

ͻ Don͛t depend on creative usage of media~

media innovation not led by creative

ͻ ͞Its Time to Move On͟ to a very different

use of media: Disruptive and Distinctive

ͻ Doing things differently was a must- Not

only an Industry First but category First.
Ä
Insight
We all seek personalization and exclusivity.

In an undifferentiated category, sometimes ͚change͛ itself is the

exclusivity and differentiation. 9
Media Strategy

ͻ We strategized to introduce Aircel as the giant of all changes by

÷
 ÷




ͻ We changed the way media was used across all media ʹ and
leading the way was print.
10
 The Times of India

Innovation

It was the consumer͛s signal to change to a new leader

Masthead changed to align Aircel brand theme
ͻ TOI masthead changed from ͞The Times Of India͟ to ͞Move on India͟
ʹ Never before in the 1@0 years history of TOI/In the history of advertising

ͻ Mast head change conceptualized to incorporate the Brand Tag Line- ͞Time
to move on" and ͞To your world of possibilities͟

ͻ To maintain the curiosity among readers purposely we did not disclose

about Brand on the Front page

ͻ We changed the format of TOI

ʹ 5 column Flap was done in place of regular 2-3 columns to accommodate brand
communication message in sync with Publications Masthead
ʹ 13 column wide spread communication message without gutter space
ʹ Front page Live Edit was split into page 1 & page 3, First ever in print advertising

12
þ 
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16
The Results
 ±
  
 

  
  



  
% Aw r n ss + ›onsid r tion
@5


60

`
i0
i5 

r 30 `
11 2
15

1
0 `

 a  A  F b M r Apr

Sou c : B and T ack, A› Ni lson 1Ä

 On Monthly add on numbers,
Airtel slipping to Aircel!


  





 


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19
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Thank You