A Telecom Industry Assignment

Group 2
Anugraha Kabra FT174018
Akhil Vasudevan FT174005
Vivek Kumar FT174101
Deblina Mukherjee FT171036
Ruchir Thakkar FT173074
Rishabh Gupta FT174069
Ramika Batra FT171073
Amar Karam Chandani FT173011
Gaurav Kumar FT174028
Uttiya Saha FT174096
Nityam Goel FT174050
Company Timeline

Incorporated as Birla Communications Limited

Obtained licenses for providing GSM-based services in the Gujarat and
1995 Maharashtra Circles following the original GSM license bidding process.

Changed name to Birla AT&T Communications Limited following joint venture between Grasim
Industries and AT&T Corporation.
1996

Commenced operations in the Gujarat and Maharashtra Circles.

MoU for merger between Birla AT&T and Tata Cellular Limited Andhra Pradesh signed (Jan).
1997

Migrated to revenues share license fee regime under New Telecommunications Policy ("NTP")
1999
Timeline Contd

Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra Pradesh Circle.
2000

Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh (including
Chattisgarh) Circle
Changed name to Birla Tata AT&T Limited
2001 Obtained license for providing GSM-based services in the Delhi Circle following the fourth operator
GSM license bidding process

Changed name to Idea Cellular Limited and launched "Idea" brand name
Commenced commercial operations in Delhi Circle
2002 Reached the one million subscriber mark

Completed debt restructuring for the then existing debt facilities and additional funding for the Delhi
Circle.
Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea Mobile
2004 Communications Limited)
Reached the four million subscriber mark
First operator in India to commercially launch EDGE services 2005
 Timeline Cont
Subscriber base as on December 31, 2005: 6,473,962
2005 Reached the five million subscriber mark

Subscriber base as on December 31, 2006: 12,442,450

2006 Became part of the Aditya Birla Group subsequent to the TATA Group transferring its entire shareholding
in the Company to the Aditya Birla Group

2009 Idea becomes a pan-India operator

First operator to announce the launch of Mobile Number Portability, have been the Top gainer ever since
the service was launched.
Launched 3G in 10 circles Andhra Pradesh, Gujarat, Haryana, Himachal Pradesh, Jammu & Kashmir,
2011 Kerala, Madhya Pradesh and Chhattisgarh, Maharashtra and Goa, Uttar Pradesh (East), Uttar Pradesh
(West).
launch of affordable 3G smartphones.

2013 Became the 3rd largest mobile operator in India in subscriber terms as well

Subscriber base as on December 31, 2014: 150,536,058

Won 3G spectrum for Delhi metro and 4G LTE spectrum for 8 service areas
2014 6th largest mobile operator in terms of number of subscribers in single country operations: GSMA
Intelligence Report
Journey in India
Brand Ambassador
Storylines over the years..
 !dea Campaigns Timeline
2008 2012 2013 2015

!dea Heaven!
What an !dea Sirji!
Dial 121 IIN: !dea Internet Network
2009 201
0
2014 2016

Walk and Talk! No !dea Get !dea !!

2008 2009 2010
2011
No Ullu Banauing !! No Free G get !dea 4G
2011
2012 2013 2014 2015 2016
 2008

Education for Caste Wars

Idea CellularAll
has unveiled its new campaign
called Education for all. The campaign has
been created by Lowe Lintas. 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.
There is a war between two tribes in a village. A
sarpanch is called to settle the issue, when both
parties abuse each other. When the idea mobile
rings, the sarpanch gets an idea and requests both
parties not to call each other by names but by the
mobile numbers thereby ending the caste war.
 2009

Talk for India Walk When You

Idea cellular Indias leading GSM Idea Talkhas unveiled its latest
Cellular
mobile service has come up with a communication Walk n Talk, featuring
innovative movement which urges brand ambassador Abhishek Bachchan.
Indian citizens to rise up in the cause Developed by Lowe, the new campaign
of National Internal Security, as India urges Ideas consumers to become
and the rest of the world health conscious, by simply walking
 2010

Break the language Get Idea-MNP

barrier
Idea Cellular launches its new Ideaslaunch
new Toll Free Number 1800-270-
campaign, continuing its trend of ideas 0000 is being promoted through a
to tackle larger issues; this time, the Television ad launched recently, besides
brand talks of how conversations over other media platforms. The dedicated
the phone can bridge gaps built by helpline will offer all relevant
different languages spoken in the information on the processes and
country procedures of availing MNP and porting
requests from mobile subscribers who
 2011

Population Control Lets keep cricket

Based on the insight that lack of
With clean
the World Cup 2011 having taken
off, Idea will start airing a series of
appropriate entertainment is the reason
Television advertisements featuring 6
behind recreational sex and consequent
World Champions - Clive Lloyd, Kapil Dev,
population explosion, Idea Cellular
Allan Border, Imran Khan, Arjuna
positions its 3G offering as a distraction
Ranatunga and Steve Waugh who will
from procreation.
talk candidly about innovative ways to
Keep Cricket Clean. Idea will also give a
chance to Cricket fans across the country
 2012

Honey Bunny Idea Heaven

TheRingtone
film shows people from various parts of
the country singing different variations of a
song that has the words 'Honey Bunny'. The
lyrics keep changing with each new 'singer'.
Halfway through the film, a man questions
someone on where he heard the song. The
film then cuts to a phone ringing, with the
song being the ringtone. The phone belongs
to a backpacker who has travelled across the
Idea Cellular which launched the new
brand campaign Idea Heaven recently
with bunch of humour-laden TVCs that
promote the brands 3G smartphone
apps, talking about how an idea can
change ones afterlife experience.
 2013
Idea Do the 121
Idea Cellular has once again come up
with an innovative campaign to promote
its my idea showroom services, it
features the common man dancing on
Do the 121 soundtrack.
Idea Exchange
This ad begins with a conversation between an
Indian mother and her grown up busily employed
son. While the mother looks forward to spending
time with her son in her old age and expects a call
as he leaves for the office. Son being the busy
man, tends to ignore her request by being
indifferent and saying he has too much of work to
even attend or make calls on personal front. The
father does the trick and swaps their phones. This
results in mom getting all calls all day on her son's
mobile & she realizes that her son is actually too
 2014
No Ullu Banaoing!

In latest ad for the promotions of its mobile internet "No ullu banaoing", telecom operator Idea
Cellular portrays the benefits of instant access to internet to expose liars and cheats. They also
had an anthem.
 2015
II
A teenage boy N
sitting at his father's shop
fulfils his dream of becoming an engineer
taking help of IIN. A chef becomes a Master
Chef, opens his own restaurant and vows his
success to IIN. A home-maker finds a way to
realize her incomplete dream through IIN.
Easy
With the aim Share
to develop the mobile internet
category, brand Idea came up with the
concept of sharing internet through its Easy
Share campaign riding on the broader theme
of 'India Share Karega, India Care Karega'.
The campaign kicked off with a series of TVCs
that highlighted the reality of people's busy
lives and their belief that, today, they can
make a contribution to society only by way of
 2016

The Biggest Small Idea 4G-Reverse

TheChange
new commercial which was Migration
The newIdea 4GTVC shows how people in
released on TV and digital platforms, villages can use 4G to access similar kind
talks about service benefits through of lifestyle and employment opportunities
different situations, eventually selling as in the cities.
Idea's 4G service. The TVC targets
today's youth which lives in the
moment and wants to share and
IMC Channels for IDEA
Main medium is Television Print Ads Online Ads

Hoardings and Billboards Sports Sponsorship

Ads on Busses Taxis Online advertising

Walls and roadside ads Radio Cinema

Taxi & Bus Ads

Sponsorship

Ads on Walls
CSR Activities

With itsEasy Share campaign, Idea Cellular; created a platform to enable mobile internet users of the
country to share data for the benefit of children. On the completion of this campaign, Idea handed
Easy share over 2450 GB worth of mobile internet to the NGOs Room to Read and Society for All Round
campaign Development (SARD) pledged by mobile users for the cause of supporting child education.

To create awareness and gain the support in maximum numbers, Idea introduced various properties
India on digital like a shareable website and on radio India sharing Season to catalyze this
Sharing movement that could make a difference in the lives of several children
Campaign Company has in the past reduced the size of its SIM-card pack twice to come to the current pico
& SIMs and thereby reducing plastic usage by more than 70%.
environmen
t activity Consciously expanded its network coverage and invested in the strife ridden Naxalite belts of Chhattisgarh,
Interior Jharkhand, Maharashtra and Andhra Pradesh as well as into tribal and economically depressed regions of other
Rural states to promote inclusiveness and to make available to those citizens of our country the advantages of mobile
Inclusion communication.
and social Through the year several blood donation camps were organized by its offices across cities in India as well as
welfare specific visits to houses and schools for underprivileged were organized on the occasion of Womens Day, etc.
During the Joy of Giving week, employees donated a total of around ` 7.8 lacs in cash and 350 cartons of clothes
and other items for the lesser privileged.
Critique & Suggestions

Choice of Brand ambassador

Owing to recent box office successes (Sarkar, Guru, Dhoom 2) and big fat wedding
Abhishek Bachhan roped in.
First time in 12 years of Ideas existence this happened
Brand signifies energy, intelligence and vibrant youth.
The tagline What an idea sirji resonated and still does. Surely not a good thing for
brand
Stuck in the past
Concentrating on rural-urban divide since 2007.
Emotional connect and quirky humor have slowly vaporized
Competitors have moved ahead in delivery mechanisms by leaps and bounds

Suggestions
Change of Face required
Should have a rustic look (Nawazuddin etc)