INTEGRATED MARKETING COMMUNICATIONS

Term project write up

Team 2

12/7/2013

Bharti Airtel Limited, commonly known as Airtel, is an Indian telecommunications company that operates in 20 countries across South Asia, Africa and the Channel Island. Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony in India, and is also a provider of broadband and subscription television services. Apart from advertisements in print and television media, Airtel has widened its spectrum to a great extent. The Airtel logo is clearly noticeable in various cricket matches. The Airtel ads, on paper, on TV, or on a hoarding or anywhere have a distinct recognition and appeal. Some of these ads have a sense of grandeur about them while others have family orientation, relations or innocent love as the underlying storyline. They have never been loud and in a way they always have been very decent and simple. The celebrities also have always been suitably chosen for each of these advertisements depending upon the image of themselves thy have created in common public. To add to all of this a very catchy slogan always goes along with these ads. Examples would be, Express yourself, Barriers break when people talk and Pyar ke beech mein kabhi dooriyan na aayen Some of the advertisement campaigns by Airtel: Name of the campaign Airtel Jingle- A.R. Rahaman Year of release 2003 Target audience People who need wireless network, people who want to connect on the go, people who want to be the part of the revolution of wireless communication special relations Son, Daughter, Wife, Husband, Mother, Father ( Every Family member) long distance relationship , Son/ daughter away from home, husband away from his wife for business assignment, friends separated because of careers Aspirating People, close friends, people who loves networking, people who want to be together Objective of the campaign 16 states, 600 million people, one service provider. One network that connects India, like A. R Rahman moves India with his music

Join The Dots

2008

Communication Boundaries

2008

Few relation are very important, they cant be avoided. When relations are based on love and affections, distance is nothing and conversation is possible keep connected with Airtel Connecting cultures, longing to communicate without any barriers the society places, making new friends, caring, unity, peace, free mindedness The growth of Airtel is related to Shahrukh khan from its No one to someone to stardom, which is connected to 110 million fans. Unity, togetherness, networking, Aspiration, chasing the dreams, relationships, success. Life is all about experience You cannot be alone when 110 million people are connected with you With Airtel 3G video calls, you always stay close to your loved ones, no matter how far you are. love-Affection-Togetherness Dil Jo Chahe Pass Laye Wherever you go, carry your entertainment with you. Entertainment anywhere any day. Besides entertaining one and all with its catchy jingle, the ad served to position Airtel as a brand

Together Good Things Happen

2009

Endless Goodbye

2010

people who always want to see and talk with each other On the GO entertainment lovers, Demanding The early morning friend ,the late night savior, the guy who throws his

Street Performer

2010

Har ek friend Zaroori hota hai

2011

Jo tera hai wo mera hai

2012

house open ,The ones who borrow money from you ,the ones who pay for you - the list is endless. Teenagers, youngsters, Tech Savvy

that stands for friendship, and helps one to stay in touch with all kinds of friends Friendship is all about sharing Picturisation: vibrant, peppy, colourful and pretty much bursting with youth, and the upbeat mood of the ad is complemented by an anthem that has started creating quite a buzz on the digital space. Relation, happiness, Youngsters, Masti, Cool factor, Memorable moments in friends.

ADVERTISEMENT STRATEGY Airtel spends crores of rupees every year in advertisements in all avenues of mass communication. While radio happens to be the cheapest means of mass communication, the most widely mode is that of television.. It creates pervasiveness, allows Airtel to be in the eyes of the consumers all the time. Even the audience is not obligated to pay heed to the advertisements; the high creativity quotient of Airtel advertisements makes them virtually impossible to get unnoticed. Various market experts have rated Airtel Ads very highly on various parameters. It also amplifies the message Airtel wants to send to its consumers. The ads score reasonably well on the imagery and music. In fact, the catch tune of Airtel is one of the most popular jingles in the Indian ad industry. The genius of the Oscar winning A.R. Rahman is behind the catchy tune. The trust factor of Airtel amplifies greatly with the caliber of its brand ambassadors. The likes of Sachin Tendulkar, Shah Rukh Khan, Kareena Kapoor, Saif Ali Khan, Vidya Balan, A.R. Rahman have been the brand ambassadors of Airtel at some point of time or the other. EXECUTION OF THE STRATEGY: SALES PROMOTION: Sales promotion also acts as a source of incentive to all prospective customers to try the product. It also passes a passive invitation to people to try the product. Airtel is in a strategic alliance with various mobile stores in India, in fact, there are over 500 Airtel stores across India, and the objectivity behind these stores is to increase the base of potential customers. Every day and across various shopping centres across India, Airtel organizes various promotional events. All of this is done to attract to the countrys youth, since youth comprises of a majority of the Indian population. In addition to that, there are special plans for friends, senior citizens and women. PUBLIC RELATIONS & PUBLICITY: With the increase in competition, the stake of credibility of any company is the highest. As established by now, Airtel is a maverick of sorts in product communication. It has made definitely made great inroads into the avenues of public relations and publicity.PR serves a three way objective for Airtel. It helps in increasing the credibility for Airtel as a brand. It also creates a certain sense of aura around the Airtel products, clearly underlining the fact that they are a cut above the rest. BUDGETING ESTIMATE: Bharti Airtel reportedly spent Rs 110 billion on advertising between January 2011 and June 2012 Here we will concentrate on 2 campaigns 1. Har ek friend jaruri hota he 2. Jo tera he wo mera he

1. Har ek friend jaruri hota he Sr. No 1 2 Parameter Target Market Segment Objectives Description Youngsters, College-going population (Age 17-23) Establishing a brand image which is vibrant, young, trendy, hip and keeps friends connected Penetrate the rapidly increasing target segment of college going youth Focusing on the concept of friendship to create an emotional connect with the youth Effective use of Emotional Appeal Talking about friendship throughout and keeping the mention about the brand for the last Utilizing music and images from everyday student life with friends Message comes from the mouth of regular boys and girls next-door, no celebrity was involved

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Creative/Positioning Strategy Message Content Message Structure Message Format Message Source

2. Jo tera he wo mera he Sr. No 1 2 Parameter Target Market Segment Objectives Description Youngsters, College-going population (Age 17-23) Communicating the features of the plan: Balance transfer facility Communicating the internet access feature Establishing a brand image which is vibrant, young, trendy, hip and keeps friends connected Penetrate the rapidly increasing target segment of college going youth Focusing on the concept of friendship to create an emotional connect with the youth . Listing out various ways in which mobile internet could be utilized to connect with friends, and in the process establishing a favourable image of the brand Effective use of Rational Appeal as well as Emotional Appeal Mentions the Internet connectivity feature in the first shot. Carries on linking the concept with friendship and mentions the brand in the end. Utilizing music and images from everyday student life with friends Message comes from the mouth of regular boys and girls next-door, no celebrity was involved

Creative/Positioning Strategy

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Message Content Message Structure Message Format Message Source