Team Members:Karthik P.S (211124)Varun Bagai (211159)Vysakh Nair (211167)Vineet R. Singh (211165)Yukti Agarwal (211169)

IMC STUDY ON AIRCEL

Brand Details

Product Category: Telecom

Media Agency: Starcom

Worldwide

Baseline: “It’s Time To Move On”

Brand Ambassador: M.S.

Dhoni, Suriya

Creative Agency: McCann Erikson

2005

2009

2010

2012

2013

Aircel expands outside

South India

Tie up INQ, introduced FB voice updates

Aircel Boat Campaign

Limitless (Srf n txt),

Celebrity Chat, College

Brand Ambassador

Joy of a little extra

“Save the Tiger”

Campaign

“Donate old phones”

campaign

Let’s Keep Believing

Timeline

Donate a Spare Phone Campaign

Creative Agency: Dentsu Marcom Mumbai

Tagline: Silence is not always golden

Promise: To make senior citizens feel less lonely during the festive season.

Boat Campaign

Created by Primesite, Mudra MAX’s out-of-home (OOH) solutions unit

The message: ‘Aircel helps Mumbai to sail through its network’.

Boat Campaign

Created by Primesite, Mudra MAX’s out-of-home (OOH) solutions unit

The message: ‘Aircel helps Mumbai to sail through its network’.

Boat Campaign

Created by Primesite, Mudra MAX’s out-of-home (OOH) solutions unit

The message: ‘Aircel helps Mumbai to sail through its network’.

CSR Initiative in association with NDTV and WWF1. 12 hour live telethon2. Car rally3. Almost Rs 6 crore was raised

Created by Dentsu Communications

Twitter Blog of Spidey, the cub tiger.ndtv.com

Save Our Tiger

Limitless

Created by McCann Worldgroup

• Value proposition: Limitless plans for surfing and texting

• Target audience: Youth

Created by DDB MudraMax

Lets Keep Believing

• Created by McCann Worldgroup• Highlights the brand's new philosophy, Belief, and its role in

overcoming adversities

“So far, the brand focused on the functional aspect to create differentiation. This campaign builds on that while taking it to

a higher emotional plane, for a deeper consumer connect”- Anupam Vasudev, Chief Marketing Officer, Aircel

Joy of a little extra

Created by McCann Worldgroup

Providing a little extra: Extra SMS’, Extra Talktime or Extra Data

By means of this, we also wish to get closer to the hearts of our customers and continue to build on our commitment to

them.- . Anupam Vasudev, Chief Marketing Officer, Aircel

Joy of a little extra: TVCs

Joy of a Little Extra

Digital and Social Media

Free The Music Campaign

Aircel ‘Free the Music’ platform gave young and upcoming musicians, a golden opportunity to showcase their talent and fulfill their dreams. Through this campaign, Aircel aimed to reinforce its commitment to connect with and empower the youth.

IPL

Print TVC

Social Media

Aircel uses its close association with CSK to attract fans and keep them engaged by posting CSK updates and photos while promoting its own offers.

Social Media

Aircel is leveraging Twitter effectively for real-time CRM through its quick responses to customer queries.

Outdoor

Outdoor

Print and Radio

Complete take over of REDFM on the same day

Celebrate Love on Aircel Radio Misty Valentine Zone- V- Day Special, 2010

Lets your talk, talk

Brand ambassadors

Suriya M S Dhoni

Event Sponsorship

Event Sponsorship

Event Sponsorship

Co-branding

THANK YOU!