Introduction to Idea IDEA Cellular is a publicly listed company, on the Bombay Stock Exchange (BSE) and the National

Stock Exchange (NSE) in March 2007. It is a leading GSM mobile service operator with pan India licenses to operate in 15 telecom service areas in India. With a customer base of over 36 million in 15 service area inIndia. Idea was the first to launch GPRS and EDGE in the country. IDEA Cellular is a part of the US $24 billion Aditya Birla Group, India's first truly multinational corporation.

Advertising campaign An advertising campaign is an organized series of advertising message with identical orsimilar message over a particular period of time. It is an orderly planned effortsconsisting of related but self-contained and independent advertisements. Though thecampaign is conveyed through different media, it has a single theme and a unified approach.

The total advertising budget Advertising is probably the toughest part of any business. How much to spend, where toplace the ads, how often, what message to send, and to who? It's not possible to answerall these questions in one article so I'm going to deal with the budget creation.

.The consumer profile. Is a detailed analysis of a group of like consumers, coveringinfluences on their purchasing habits such as age, gender, education, occupation, income,and personal and psychological characteristics. .The distribution channels is to provide a link between production and consumption. Organisations that form any particular distribution channel. .The product profile sheet analyzes your products in terms of the concepts such as: features. List the key features of your product that add value to it. .The marketing environment including pressure groups and competitors. .A reviews of previous advertising /promotional efforts. .The campaigns duration and its timing. .The advertising and marketing objectives. .The creative and new plans considerations. .The media availability.

Planning structure

PRODUCER

A person who supervises or finances a work (as a staged or recorded performance) for exhibition or dissemination to the public ART DIRECTOR They come up with the visual concepts for everything from billboard advertisements to magazine layouts to videos and websites. MEDIA PLANNER It enable their clients to maximise the impact of their advertising campaigns through theuse of a range of media. They apply knowledge of media and communication platformsto identify the most appropriate method for building awareness of customers MEDIA BUYER

They work in advertising and media agencies negotiating, purchasing and monitoringmedia space on behalf of their clients. They aim to reach the highest number of people inthe target audience at the lowest possible cost. RESEARCH DIRECTOR They directs and oversees an organization's marketing policies, objectives, andinitiatives. It is their responsibility to review changes to the marketplace andindustry and adjusts marketing plan accordingly. They often have a team that theylead and direct. COPYWRITER They provides the verbal or written copyof the advertising campaign. This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials. ACCOUNT MANAGERS They works within an advertising or full-service marketing agency and is responsible for managing client accounts.They can work on a number of client accounts at any one time.They manage the work of advertising account executives and are responsible for client budgets and administration.

Important key points for planning an advertising campaign Target audience- A specified audience or group for which an advertising message is designed. Media selection - Is the process of choosing the most cost-effective media for advertising, to achieve the required goal. Pre-testing - It helps ensure that materials convey a clear and effective message. Post-testing - Testing the effects of an ad after it has appeared in the Media. The budget the total expenditure The visual and the copy Timing and duration The language . Effects on sales

Why to plan campaign? .To determine the market and its potentials .To obtain the consumer profile and psychology. .To know the frequency or size of buying .To decide about the channels and their satisfactory operation .To bring about product modification. .To do the media planning. .To determine the fundamental human desire to which the advertisement will

appeal. .To develop a central idea or core idea around which the selling points revolve. .To prepare the actual ad copies which appeals and shows motives for which it has been presented . .To do the budgeting for the campaign .To co-ordinate with the other promotional activities.

Three phases of ad campaign Strategy development phase -If you want to catch a fish, you have to think like a fish like wise If you want to catch a consumer, you have to think like a consumer. The briefing phase -Bad brief to the creative team results into bad work -Good brief ensure good work The creative phase To develop a central idea or core idea around which the selling points revolve. The ideahas to be discovered. The strength of this idea forms the basis of effective campaignplanning

POST CAMPAIGNS OF IDEA "Stay Connected" is a brand promise that looks at the key purpose of mobile telephony.It converges with the tangible requirement of 'network depth' & at the same time, reflectsthe eternal human need for bonding, kinsmanship, and relationship forming. This newbrand campaign enables Idea to own the biggest category benefit of "keeping peopleconnected", through a simple, unique and likeable expression of connectivity. And itmakes consumers aware that "no one connects better than Idea".

Slated to run through 2004, the campaign utilizes all relevant mainline media topropagate the message to its audiences with 60-second commercial and its various edits,print campaign & outdoor publicity. Apart from it, various innovative media / events hasbeen used to further strengthen the message. Credits: Project What an Idea Client Idea Cellular Creative agency Lowe Lintas Creative team R Balki, Ashwin Varkey, Jaywant Dabholkar, Ashok Nadavdekar, Kapil Bhagat Marketing Officer Pradeep Shrivastava Art director Kapil Bhagat Copywriter Carlos Pereira Planning Suraja Kishore Director Amit Sharma Production company Chrome Pictures Post-production companies VHQ Singapore, Pixion ExposureTelevis ion

Use Mobile Save tree

STORY Abhishek Bachchan, who earlier was also seen in the Idea Cellular's ad, will once againbe seen here, enacting as the only tree left in a forest that has been cut down to feed papermills. He arrives upon the idea of how mobile phone could be used instead of paper, thus,opposing the need to indiscriminately cut trees and consequently save the environment. TARGET The new campaign revolves around the theme, 'use mobile, save paper' In the ad, they try to provide a telephony solution for problems which appear to be complex in nature, but at the end isn't complex. It also suggests interesting use of mobile, including getting celebrities autographs, music scrolls and gradation certificates.

It's a young and innovative idea about mobile phones being the 21st century solution to eliminate huge wastage of paper,that in turn helps keep our planet green. This time it takes on the burning topic of deforestation this time in hope to motivate people in India. This is the sixth in the 'What an Idea Sirji' campaign. The theme focuses on an idea which impacts people at large

Walk when you talk Stay fit

STORY In it, Bachchan plays a doctor who advocates how people can stay fit by simply walkingwhile talking and seeds this idea in the public domain. It all begins when a journalist askshim if technology has made people lazy. The doctor has a brainwave that all people needto do is walk while they talk. The message spreads like wild fire. The doctor begins tolose business.This commercial ends with the punchline which has been used in earlier commercial What an Idea Sirji thereby trying to build on the legacy created and take it forward in this commercial. TARGET This Idea commercial tries to contradict the myth that technology has made man lazy. It tries to convey that when people walk while talking, it helps them maintain their health and hence prevents them from going to a doctor for health-related problems This is the positive angle of looking at the benefits that technology can provide. The Idea commercial Walk when you Talk is innovative and good in communicating a social message to the audience of India.

Education for all

STORY Campaign sees Abhishek as the head of an educational institution. When challenged by the traditional, physically bound classrooms in schools that prevent providing education to many more children who are in need of education and the spread of education. He uses mobile telephony to overcome the barrier in villages. Bachchan suggests lessons on the mobile phone to universalise education. TARGET Idea's new campaign addresses a relevant social issue education for all. The ad shows how children, especially girls, face education barriers. The spread of education among girl children is a must in today's times. The socially conscious messages that the company sends across through its new ad campaign

DEMOCRATIC COUNTRY- by the people , of the people, for the people

STORY Bachchan plays the spokesperson who gives an idea to solve a complex problem withsurprisingly simple solution, through the power of mobile telephony. A politician asksher constituents via mobile phones if she should allow the construction of a shoppingmall on agricultural land, and rejects the proposal when her constituents say no. TARGET This campaigns based on the theme of Democracy . Now, Idea Cellular has come up with a mobile governance ad campaign. It is close on the heels of the nations general elections, and showcased the use of mobile phone for democratic decision-making.

Manyo bse rve rs are predicting that mobile phones will play an important role in the 2009 Indian general elections

World without caste Na Koi jaat paat , Na koi bhed bhaav

The ad in the series had the setting of a village ridden with caste wars, till Bachchan stepsin. He suggests that instead of names, which reflect the caste, all individuals should beknown by their mobile numbers. This would get rid of the caste system. Though it wastoo simplistic a solution for a problem that has plagued the country for centuries, it didconnect with the audience. What an idea, Sir ji, was the punch line. The logical nextstep was to build on the theme how a good idea can reshape the world. The reasonweve stuck to this theme is because weve had much success with it, adds Shrivastava.Weve got excellent responses based on our brand health monitor.

What an IDEA sirji, through SMS

The company brought out the campaign of a deaf and mute tourist in Agra whereBachchan plays the role of a guide and uses SMS to communicate with her. It was the 1stad campaign on TV of Idea. SMS is best way of communicating with other & staying intouch with others. Idea Cellular launches 'Talk for India'campaign

STORY Here Abhishek appeals its subscribers to pick up the phone and talk as much as they can on26th November last year, between 8:36pm and 9:36pm for donation for

our nations fallenheroes. You remember, last year on 26th Nov (26/11) India was under an attack (attack onMumbai)Many policemen lost their lives fighting. TARGET Talk for India hour is launched a noble cause to help policemen

Talk for India hour : 26th November 2009 from 8.36PM IST to 9.36PM IST. whatever Idea generates from the calls made during this hour, all money will be donated to Police force. So how can you help in this noble cause. 1. If you have an idea connection, then schedule your calls during this hour. 2. Spread the word about this campaign. 3. If your friend has Idea connection then ask him/her to call you up during this time. Idea readies India to play 'Idea Oongli Cricket'

STORY The new teaser campaigns already running on Television have been urging people tokeep their fingers in good shape as 'Idea Oongli Cricket' is coming. The new format ofthe Game will allow millions of mobile users in India to participate in this uniquecampaign. Idea Brand Ambassador Abhishek Bachchan along with other celebrities and cricketerswill appear on TV, in this campaign.Viewers will be asked a question based on the eventsand happenings of the ongoing match of the day. The campaign has been designed toenable everybody to participate as it does not require detailed knowledge of the game. TARGET

Our country is a cricket crazy nation.All Indians are connected with Cricket, in some way or the other. This T-20 Cricket Idea Cellular will bring Cricket at fingertips for everybody else who uses a mobile phone. 'Idea Oongli Cricket' can be played by all mobile phone users by SMSing their answer to '9594939291'. 'Idea Oongli Cricket' will enable every Indian to participate in this match of cricketing intelligence. The concept is fun and entertaining, and will engage a cross section of consumers through the power of telephony. FINDINGS Few years back mobile connections were not common among the people. Butwith the mobile revolution now we can find almost every student with mobilephone. Most of the people prefer prepaid connections than postpaid connections. Friends and T.V. are the best media advertisements that put more impact on the people buying decisions. Maximum respondents were using their current mobile service providers for more than 3 years. Majority of customers dont want to change their current mobile service providereven if they are permitted to retain the current mobile phone number that they had.

Mostly the students are satisfied with the services provided by the different cellular companies

Mostly the Youth dont use their mobile services beyond making calls and text messages.

CONCLUSION

SUGGESTIONS Mobile service providers should provide the facility of portability of number. Mobile service providers should provide the web access at cheaper cost. Telecom market is quite competitive so mobile service providers should provide the services at cheaper cost. Mobile service providers should focus on providing better network coverage. Mobile service providers should also start providing 3G technology in Rural as well as Urban areas. Mobile service providers should provide various schemes for their existing customers. Tariff plan for STD and ISD calls should be reduced