If he is playing very good I have to

play unbelievable

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Challenges for Aircel

Business Challenge
Consumer Challenge

Business Challenge
6 well established
players in the
market
Very high Level of
Awareness for
existing brands (90
%+)
Establish Aircel
as a National
Stature brand
Shed the
regional player
badge away
20% Awareness
in launch month
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Consumer Challenge
Complicated challenge for a
tightly regulated category
that makes most offerings
look quite identical

Finding space in the

consumers mind besieged
by noisy communication
with parity, almost
commodity offerings
5
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Communication Goal

Powerful brand image through distinctive &

differentiated usage of media
6
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

High Noise Levels

One of the highest spend category
INR 2000 crs+
Airtel Market Leader with 33%
share & Top 2 players of the
category taking 57% of market
share.
Airtel & Vodafone having 90%+
awareness level
Aircel perceived as a Regional
Player
6% Market Share and
Low Awareness Level of about
7%
7

Challenge for us
Aircel : 7th Player
Lend Uniqueness & Generate
unprecedented buzz
Talk-ability by using Media/ Media
vehicle differently
Dont depend on creative usage of
media~ media innovation not led by
creative
Its Time to Move On to a very
different use of media: Disruptive and
Distinctive
Doing things differently was a mustNot only an Industry First but category
First.
8

Insight
We all seek personalization and exclusivity.

In an undifferentiated category, sometimes

change itself is the exclusivity and differentiation.9

Media Strategy

We strategized to introduce Aircel as the giant of all

changes by changing the unchangeable
We changed the way media was used across all
media and leading the way was print.
10

The Times of India

Innovation
It was the consumers signal to change to a
new leader

Masthead changed to align Aircel brand

theme
TOI masthead changed from The Times Of India to Move on
India

Never before in the 170 years history of TOI/In the history of advertising

Mast head change conceptualized to incorporate the Brand Tag LineTime to move on" and To your world of possibilities
To maintain the curiosity among readers purposely we did not
disclose about Brand on the Front page
We changed the format of TOI

5 column Flap was done in place of regular 2-3 columns to accommodate

brand communication message in sync with Publications Masthead
13 column wide spread communication message without gutter space
Front page Live Edit was split into page 1 & page 3, First ever in print
advertising
12

Front Page of TOI on the day of Aircel launch

With changed masthead
and 5 columns flap with live edit

13

Look of the newspaper with flap

14

Opening of Flap

15

With flap opening completely and with no Gutter

space.

16

The Results

Unprecedented increase in
Spontaneous Awareness +
Consideration for Aircel
% Awareness

+ Consideration

Source: Brand Track, AC

18

On Monthly add on numbers,

Airtel slipping to Aircel!

Source: COAI
Circle - Delhi

19

Thank You