MARKETING MANAGEMENT

Que. WHY IDEA CELLULAR FOCUSED ON CAUSE MARKETING?

DEFINITION: Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes. BENEFITS OF CAUSE MARKETING: The possible benefits of cause marketing for nonprofit organizations include an increased ability to promote the nonprofit organization's cause via the greater financial resources of a business, and an increased ability to reach possible supporters through a company's customer base. The possible benefits of cause marketing for business include positive public relations, improved customer relations, and additional marketing opportunities. Best example of cause marketing in India is IDEA CELLULAR Idea Cellular has taken a route and is sticking to it in its promotional campaigns. It has been quite some time, since Idea cellular embarked on the theme of providing telephony solution to some social issues in

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

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What an Idea Sirji Campaign starting from Caste War, Education for All, Democracy, Use Mobile, Save Paper, Break the Language Barrier No Abadi, No Barbadi because people are 3G Pe Busy.

IDEA CELLULAR LAUNCHES CAMPAIGN BREAKS THE LANGUAGE BARRIER. India is a land of a billion people talking in 22 recognized languages, 850 mother tongues and 22,000 dialects. It is also a land of opportunities for the young Indians who are ambitious , go-getters , and have dreams in their eyes. However , this diversity and vastness, at times, poses a hurdle in the growth of the youth of this country. Taking note of this growing concern of the society , IDEA Cellular has set out to demonstrate how a simple solution can build bridges between people speaking different languages. The new ad from leading mobile brand will 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

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

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own surroundings to easily adapt to the change in environment and communicate smoothly

Speaking about this campaign , Ms. Anupama Ahluwalia , Vice President Marketing , IDEA Cellular , said Almost every Indian has gone through a situation where one has struggled to communicate with another fellow Indian just because of language. India s diversity lies in its languages , and rather than being intimidated by this barrier, we need to just find a simple solution to overcome it and easily adapt to different environments and people. The new Idea campaign offers a Champion idea to address this concern of our society , through the power of mobile telephony. We are confident that the new brand campaign will build a strong connect with the audience and further grow Ideas over 70 million subscriber base. IDEA CELLULAR LAUNCHES CAMPAIGN EDUCATION FOR ALL. The theme of the campaign is based on the idea that the mobile phone can be one of the means of providing education in rural areas. Brand ambassador Abhishek Bachchan plays the role of the head of an educational institution. When he is challenged by the physically bound classrooms in schools that prevent providing education to many more children who are in need of education, he uses mobile phones to spread education in villages.

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

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It is a 360 degree campaign including various on-ground initiatives like mobile tutorials, online education help as well as support with admission. Idea has also collaborated with NDTV Networks and Nanhi Kali, an NGO for the education of the girl child to launch an initiative. The company will reveal more about this plan in a few days.

IDEA CELLULAR LAUNCHES CAMPAIGN USE MOBILE SAVE TREE. The topic this time is conservation of trees and in this campaign, the telecom major champions the use of mobile phone to save trees. It positions the cellphone as a device to eliminate wastage of paper.

Ashwin Varkey, creative director, Lowe Lintas said, "This time, we thought why not give ideas to save paper? There is so much paper that is wasted simple things like paperless railway tickets, airline tickets open up a world of possibilities where the mobile phone can reduce paper consumption. It's a young and innovative idea about mobile phones being the 21st century solution to eliminate paper wastage, that in turn helps keep our planet green."

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

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Idea won 'Best Brand Campaign' at World Communication Awards 2011

Only Indian company to win at the Awards which recognise global communications providers.

Idea Cellular, Indias 3rd largest mobile operator and one of the top brands in the country, has bagged the prestigious Best Brand Campaign at the World Communication Awards 2011, held in London recently. Idea is the only Indian company to win at the Annual Awards ceremony which witnessed participation from the worlds biggest communications providers. Idea won in the Best Brand Campaign of the Year category, while competing with four other leading telecom brands from across the globe. Idea received the recognition for two of its most popular and successful communication campaigns Break the Language Barrier and No Idea, Get Idea

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

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CONCLUSION: Idea setup such a nice concept in the advertisement. Indian people are generally emotional and sensitive. No doubt they enjoy fun a lot, but if fun is served with knowledge and awareness it is above the expectation of people. They are totally satisfied with this fun. Idea came with the cause marketing in india with new ideas. Idea knows innovation is a major thing which attract the people not only Indians but worldwide. Idea knows with cause advertisement the product must touch the heart, in fact idea attacked directly heart instead of mind and idea achieved aim of being first in services. Idea launched 3G with cause marketing which earned so much praise and success. One other important thing about the cause marketing is to develop the customer relationship. Idea was first in india launched CRM (Customer Relation Management). due to CRM idea reached to the heart of customer. Thats why idea provide the best example of cause marketing or we can say focus on cause marketing.

BY: MILAN C. PADARIYA, CMS- GANPAT UNIVERSITY

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