INTRODUCTION

Coca-Cola launches Dilli Dil Se marketing campaign

Coca-Cola has launched Dilli Dil Se marketing campaign. The campaign

has been launched with the help of interactive touch-screen kiosks which

according to the organizers is India’s first ever network of multimedia and

broadband-enabled entertainment kiosks.

Initiative of Coca-Cola and other promotional partners as follows:

• C3CUBE Multimedia

• Radio mirchi

• 360 degrees

• Times Group

• Airtel

The Dilli Dil Se kiosk network has been conceived and developed by digital

agency, C3CUBE Multimedia for Coca-Cola India as part of its integrated

marketing program to leverage its sponsorship of the Delhi Daredevils during

the DLF IPL 2009.

Traditionally, touch-screen kiosks are visible in banks, at airports, stations,

museums aimed at facilitating customer transactions, information or ticketing.

This is the first time a kiosk network has been created solely for the purpose of

promoting a sporting event and providing entertainment in a safe, fun-filled

environment. And the formula worked! During the DLF IPL 2009, over 20,000

1
enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se

kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the

top of the league table, and into the semi-finals.

C3CUBE Multimedia the cutting-edge kiosk network integrated a large 19 inch

letterbox touch-screen interface and a 32 inch LCD TV and provided dynamic

content such as a promotion, games, a private social network, video mail,

SMS tweets, a juke box, Bluetooth 2.0 downloads, videos, ads, team player

game cards, 3D virtual tours and much more.

This is a first-of-its-kind entertainment kiosk network says Raja Choudhury,

who has been building award-winning kiosks, websites, videos and TV

programs in the US, UK and Indian markets since 1993. We believe such a

network that integrates Web 2.0, flash games, a social network, Bluetooth,

video mail, SMS and music over a 2 Mbps broadband connection, has not

been deployed so far. Coca-Cola India believed in our vision and we were

able to make this possible during the IPL.

C3CUBE and Coca-Cola India were able to attract some key partners to this

pioneering experiment during the DLF IPL event including McDonald’s,

Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps,

Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.

Mansoor Siddiqi, Director - Integrated Marketing Communications at Coca-

Cola India said that The Dilli Dil Se kiosk network was a fresh initiative in the

marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer

their team on, in an involving and fun manner, and achieved engagement

metrics beyond our expectations.

2
The History of Coca Cola

The world's most recognized trademark in the

World!

It is recognized by 94% of the world's

population.

The world has changed in many ways since pharmacist; John Styth

Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia. However, the pure and simple magic of one thing remains the same -

Coca-Cola. The name and the product mean so many things to hundreds of

millions of consumers around the globe. Coca-Cola products are served more

than 705 million times every day, quenching the thirsts of consumers in more

than 195 countries in every climate. That's a long way to come after such a

modest beginning...

May - Pemberton concocted a caramel-colored syrup in a three-legged brass

1886 kettle in his backyard. He first "distributed" the new product by carrying

Coca-Cola in a jug down the street to Jacobs Pharmacy. For five

cents, consumers could enjoy a glass of Coca-Cola at the soda

fountain. Whether by design or accident, carbonated water was

teamed with the new syrup, producing a drink that was proclaimed

"Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper,

Frank M. Robinson, suggested the name and penned, in the unique

3
 flowing script that is famous worldwide today, " ".
1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr.

Pemberton sold 25 gallons of syrup, shipped in bright red wooden

kegs. Red has been a distinctive color associated with the No. 1 soft

drink brand ever since.

1891 - Atlanta entrepreneur Asa G. Candler had acquired complete

ownership of the Coca-Cola business. Pemberton was forced to sell

because he was in a state of poor health and was in debt. He had paid

$76.96 for advertising, but he only made $50.00 in profits. Candler

acquired the whole company for $2,300. Within four years, Candler's

merchandising flair helped expand consumption of Coca-Cola to every

state and territory.

1893 - In January "Coca-Cola" was registered in the U.S. Patent office.
1894 - The first syrup plant outside of Atlanta was opened in Dallas.
1899 - Chandler's great achievement -- large scale bottling of Coca-Cola
1906 - The first two countries outside the United States to bottle Coca-Cola

were Cuba and Panama

1915 - The Root Glass company created the Coca-Cola contour glass bottle.
1917 -
3 Million Coke's sold per day. " " is the worlds most

recognized trademark.
1919 - The Coca-Cola Company was sold to a group of investors for $25

million.
1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest

Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert

Woodruff, who would be president for six decades.

Woodruff's leadership took the business to unrivaled heights of

commercial success, making Coca-Cola an institution the world over.

Woodruff was an influential man in Atlanta because of his contributions to

area colleges, universities, businesses and organizations. When he made a

contribution, he would never leave his name, this is how he became to be

known as "Mr. Anonymous."

During the Woodruff era, Mr. Woodruff made a promise to the armed forces
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of the United States to supply Coca-Cola to every serviceperson. He said

that costs and location did not matter, he supplied 5 billion bottles to the

service.

Robert Woodruff did have one dubious distinction, he raised the syrup prices

for distributors. But he improved efficiency at every step of the manufacturing

process. Woodruff also increased productivity by improving the sales

department, emphasizing quality control, and beginning large-scale

advertising and promotional campaigns. Woodruff made Coke available in

every state of the Union through the soda fountain. For all of these

achievements he earned the name, "The Boss"

1923 Woodruff introduced the six bottle carton
1925 6 Million Coke's sold per day.
1927 The first Coca-Cola radio advertisement.
1928 Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1929 Coca-Cola was made available through vending machine

The Coca-Cola bell glass was made available

1931 The Coke Santa was introduced as a Christmas promotion
1934 Johnny Weissmuller, and Olympic champion swimmer, and Maureen

O'Sullivan, a motion-picture star, appeared on a metal serving tray for

Coca-Cola.
1940 Coke is bottled in over 40 countries.
1943 On June 29, an urgent cablegram arrived from General Dwight

Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-

Cola bottling plants to serve American servicemen overseas.

Eventually, 64 plants were set up during WWII.

1950 Advertising on on the television began. Currently Coca-Cola is

advertised on over five hundred TV channels around the world.

1952 "The Big Beverage", the first novel about Coca-Cola, was written by

William T. Campbell.
1960 The twelve ounce Coke can was introduced.
1961 Sprite was introduced.
1971 The song "I'd like to Buy the World a Coke" was released.
1977 The Coca-Cola contour bottle was patented
1978 The two liter bottle was introduced, and during that same year the

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 company also introduced plastic bottles
1979 Fifteen hundred employees moved to the new corporate headquarters

in Atlanta located on North Avenue. The new corporate headquarters

came to be known as "The Tower."

1982 Diet Coke was introduced in July.
1985 The Coca-Cola Company made what has been known as one of the

biggest marketing blunder. They stumbled onto a new formula in

efforts to produce diet Coke. They put forth 4 million dollars of

research to come up with the new formula.

The decision to change their formula and pull the old Coke off the market

came about because taste tests showed a distinct preference for the new

formula. The new formula was a sweeter variation with less tang, it was also

slightly smoother. Robert Woodruff's death was a large contributor to the

change because he stated that he would never change Coca-Cola's formula.

Another factor that influenced the change was that Coke's market share fell

2.5 percent in four years. Each percentage point lost or gain meant 200

million dollars. This was the first flavor change since the existence of the

Coca-Cola company. The change was announced April 23, 1985 at the

Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and

newspaper reporters attended this very glitzy announcement. It included a

question and answer session, and a history of Coca-Cola. The debut was

accompanied by an advertising campaign that revived the Coca-Cola theme

song of the early 1970s, "I'd Like to Buy the World a Coke"

The change to the world's best selling soft drink was heard by 81 percent of

the United States population within twenty-four hours of the announcement.

Within a week of the change, one thousand calls a day were flooding the

company's eight hundred number. Most of the callers were shocked and/or

outraged, many said that they were considering switching to Pepsi. Within six

weeks, the eight hundred number was being jammed by six thousand calls a

6
day. The company also fielded over forty thousand letters, which were all

answered and each person got a coupon for the new Coke. Many American

consumers of Coca-Cola asked if they would have the final say. When Pepsi

heard that the Coca-Cola company was changing its secret formula they said

that it was a decision that Pepsi tastes better. Roger Enrico, the president

and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to

declare the victory.

Coca-Cola management had to decide: Do nothing or "buy the world a new

Coke". They decided to develop the new formula.

1985 July 10, eighty-seven days after the new Coke was introduced, the

old Coke was brought back in addition to the new one. This was

greatly due to dropping market share and consumer protest. The

market share fell from a high of 15 percent to a low of 1.4 percent. This

was said to be a classic marketing retreat. Coca-Cola executives

admitted that they had goofed by taking the old Coke off the market.

The Coca-Cola company's eight hundred number received eighteen

thousand calls of gratitude. One caller said they felt like a lost friend

had returned home. The comeback of old Coke drove stock prices to

the highest level in twelve years. This was said to be the only way to

regain the lead on the cola wars.

1988 Coca-Cola was the first independent operator in the Soviet Union.
1993 Coca-Cola exceeds 10 Billion cases sold worldwide.
1993 Advertising slogan -"Always Coca-Cola".
1995 Coke was consumed aboard the Space Shuttle Discovery -- marking

the third trip into space for Coca-Cola and the first for Diet Coke.
1996 The Summer Olympics will be held in Atlanta, Georgia, the home of

Coca-Cola.

For more than 65 years, Coca-Cola has been a sponsor of the

Olympics.

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One great earmark that the Coca-Cola Company has is helping the

people of Atlanta. They accomplish this through scholarships, hotlines,

donations and contributions. Another large accomplishment that the Coca-

Cola has, is being the first company to make and use recycled plastic bottles.

One way to see all of the achievements of the Coca-Cola company is to visit

the World of Coke in Atlanta. It houses a collection of memorabilia, samples of

the products, exhibits, and many other exciting items. All of what has been

said is the basis of what Coca-Cola was built on. Without societies help,

Coca-Cola could not have become over a 50 billion dollar business. Keep on

consuming the world's favorite soft drink, Coca-Cola.

Until the 1960s, both small town and big city dwellers enjoyed carbonated

beverages at the local soda fountain or ice cream saloon. Often housed in the

drug store, the soda fountain counter served as a meeting place for people of

all ages. Often combined with lunch counters, the soda fountain declined in

popularity as commercial ice cream, bottled soft drinks, and fast food

restaurants came to the fore.

• The term "soda water" was first coined in 1798.

• In 1810, the first U.S. patent was issued for the manufacture of imitation

mineral waters.

• The first soda fountain patent was granted to Samuel Fahnestock in

1819.

• In 1858, G.D. Dows invented and operated the first marble soda

fountain, which he patented in 1863.

• In 1883, James W. Tufts patented a soda fountain, which he called the

Arctic. Tufts went on to become a huge soda fountain manufacturer.

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 • On January 25, 1870, Gustavus Dows patented a modern form of the

soda fountain.

• In October of 1874, Robert M. Green created the first ice cream soda.

• In 1903, a revolution in soda fountain design took place with the front

service fountain patented by Dr. Heisinger.

More fun facts and trivia

• Coca-Cola can be used to bake a ham. Pour one can into the baking

pan, rap the ham in aluminum foil, and bake. Thirty minutes before the

ham has finished cooking, remove the foil, allowing the drippings to mix

with the Coca-Cola to make a delicious brown gravy.

• Mexico and Iceland have the highest per capita consumption of Coca-

Cola.

• Coca-Cola translated to Chinese means, "To make mouth happy".

• Every second over 7,000 Coca-Cola products are consumed.

• The tallest Coca-Cola bottling plants are in Hong Kong. The plant in

Quarry Bay is 17 floors, and the plant in Shatin is 25 floors.

• The bottling plant at the highest elevation in the world is located in

Bolivia, at 12,000 feet.

• The world's longest Coca-Cola truck is in Sweden. It is 79 feet long

with a four-azle trailer.

• The best selling non-carbonated soft drink in Japan is a product of The

Coca-Cola Company named "Georgia", a coffee flavored beverage.

• Coca-Cola first crossed the Atlantic on board the Graf Zeppelin, the

German dirigible.

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 • The Varsity Restaurant in Atlanta, Georgia, has earned the distinction

of serving the highest volume of Coca-Cola anywhere. It dispenses

nearly 3 million servings of Coca-Cola annually.

• If the Coca-Cola company constructed a sign like the ones McDonald's

uses to count their millions of customers, by 1983 it would have read

"over 1 trillion served."

• If all the Coca-Cola ...

o ever produced were in 6 1/2 oz. bottles and placed end to

end they would wrap around the earth more than 11,863 times.

o sold in 1994 were in 8-ounce bottles laid end-to-end,

those bottles would reach to the moon and back 76 times.

o vending machines in the U.S. were stacked one on top of

each other, the pile would be over 450 miles high.

o ever produced were to erupt from "Old Faithful" at its

normal rate of 14,000 gallons per hour, the geyser would flow

continually for 1,577 years.

o products sold in 1994 were flowing over Niagara Falls at

its normal rate of 1.5 billion gallons per second, the falls would flow for

three hours.

The Coca-Cola Company began bottling operations in ...

in Hawaii.
1907

in the Philippines.
1912

in France.
1920

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 in Belgium, Bermuda, Colombia, Honduras, Italy, Mexico, Haiti and
1927
Burma.
in Antigua, China, Guatemala, Holland, Spain, Venezuela, and the
1928
Dominican Republic.
in Germany and Spanish Morocco.
1929

Australia, Austria, Gutana, Surinam, Jamaica, Curacao, Luxembourg,

1938
Norway, Scotland, South Africa, The Virgin Islands, and Trinidad.
in Ecuador, and El Salvador.
1940

in Nicaragua, Argentina, Brazil, Costa Rica, Iceland, and Uruguay.

1942

in Egypt, and Martinique

1945

in Barbados, Japan, and Okinawa

1946

in Morocco and Tangier

1947

in Liberia, Rhodesia, and Guadeloupe

1948

What's in a Coke???

• Carbonated Water

• High Fructose Corn Syrup

• Caramel Color

• Phosphoric Acid

• Natural Flavors

• Caffeine

Birth of Coca Cola

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Being a bookkeeper, Frank Robinson also had excellent penmanship. It was

he who first scripted "Coca Cola" into the flowing letters which has become the

famous logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob's

Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each day. Sales for that first

year added up to a total of about $50. The funny thing was that it cost John

Pemberton over $70 in expanses, so the first year of sales were a loss.

Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine

as well as the caffeine-rich kola nut.

Asa Candler

In 1887, another Atlanta pharmacist and businessman, Asa Candler bought

the formula for Coca Cola from inventor John Pemberton for $2,300. By the

late 1890s, Coca Cola was one of America's most popular fountain drinks,

largely due to Candler's aggressive marketing of the product. With Asa

Candler, now at the helm, the Coca Cola Company increased syrup sales by

over 4000% between 1890 and 1900.

Advertising was an important factor in John Pemberton and Asa Candler's

success and by the turn of the century, the drink was sold across the United

States and Canada. Around the same time, the company began selling syrup

to independent bottling companies licensed to sell the drink. Even today, the

US soft drink industry is organized on this principle.

Death of the Soda Fountain - Rise of the Bottling Industry

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Until the 1960s, both small town and big city dwellers enjoyed carbonated

beverages at the local soda fountain or ice cream saloon. Often housed in the

drug store, the soda fountain counter served as a meeting place for people of

all ages. Often combined with lunch counters, the soda fountain declined in

popularity as commercial ice cream, bottled soft drinks, and fast food

restaurants became popular.

New Coke

On April 23, 1985, the trade secret "New Coke" formula was released. Today,

products of the Coca Cola Company are consumed at the rate of more than

one billion drinks per day.

COCA-COLA IN INDIA

Coca-Cola, the corporation nourishing the global community with the world’s

largest selling soft drink concentrates since 1886, returned to India in 1993

after a 16 year hiatus, giving a new thumbs up to the Indian soft drink market.

In the same year, the Company took over ownership of the nation’s top soft-

drink brand and bottling network. It’s no wonder our brands have assumed an

iconic status in the minds of the world’s consumers.

A Healthy Growth to The Indian Economy

Ever since, Coca-Cola India has made significant investments to build and

continually consolidate its business in the country, including new production

facilities, waste water treatment plants, distribution systems, and marketing

13
channels.

Coca-Cola India is among the country’s top international investors, having

invested more than US$ 1 billion in India in the first decade, and further

pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has shaken up the Indian carbonated drinks market greatly,

giving consumers the pleasure of world-class drinks to fill up their hydration,

refreshment, and nutrition needs. It has also been instrumental in giving an

exponential growth to the country’s job listings.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-

Cola being made in India, the business system of the Company directly

employs approximately 6,000 people, and indirectly creates employment for

more than 125,000 people in related industries through its vast procurement,

supply, and distribution system.

The Indian operations comprises of 50 bottling operations, 25 owned by the

Company, with another 25 being owned by franchisees. That apart, a network

of 21 contract packers manufactures a range of products for the Company.

On the distribution front, 10-tonne trucks – open bay three-wheelers that can

navigate the narrow alleyways of Indian cities – constantly keep our brands

14
available in every nook and corner of the country’s remotest areas.

These are only some of the facts that speak about our commitment to the

growth of the Indian Economy

Other Partners Of Coca-Cola Marketing Campaign.

C3CUBE Multimedia

C3CUBE is a boutique creative design company and interactive agency with

offices in New York and New Delhi. We design award-winning Websites,

Videos, DVDs, Architectural and Multimedia products for the US, Indian and

international markets. In the past year C3CUBE has won 8 major US Web

industry awards including 3 W3's, IMA, WMA, Horizon and Adobe Site of the

Day. We work for innovative and pioneering brands and take projects from the

drawing board through to full realization. We partner and collaborate with best-

of-breed companies and experts around the world to deliver award-winning,

profitable and frequently ground-breaking results for our clients and investors.

The Company has 4 key focus areas:

Consumer and Lifestyle Markets

Architecture and Real Estate Marketing

Cultural and Educational Multimedia

Health Sciences
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C3CUBE initiates touch-screen kiosk entertainment revolution in India

During this IPL season, if you had walked into any of the major outlets of

McDonald’s or Nirulas, the DT Mall Food Courts and any of 27 prime retail

locations across the Delhi NCR region, you would have seen a crowd of young

people engrossed in a futuristic, interactive touch-screen kiosk. This was the

Dilli Dil Se Network, part of the Coca-Cola Dilli Dil Se marketing program

celebrating the Delhi Daredevils and India’s first ever network of multimedia,

broadband-enabled entertainment kiosks.

The Dilli Dil Se kiosk network was conceived and developed by acclaimed

multimedia producer Raja Choudhury and his digital agency, C3CUBE

Multimedia for Coca-Cola India as part of its integrated marketing program to

leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This

program also included a website, www.DilliDilSe.com, designed by C3CUBE.

Traditionally, touch-screen kiosks are visible in banks, at airports, stations,

museums aimed at facilitating customer transactions, information or ticketing.

This is the first time a kiosk network has been created solely for the purpose of

promoting a sporting event and providing entertainment in a safe, fun-filled

environment. And the formula worked! During the DLF IPL 2009, over 20,000

enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se

kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the

top of the league table, and into the semi-finals.

16
The cutting-edge kiosk network integrated a large 19 inch letterbox touch-

screen interface and a 32 inch LCD TV and provided dynamic content such as

a promotion, games, a private social network, video mail, SMS tweets, a juke

box, Bluetooth 2.0 downloads, videos, ads, team player game cards, 3D

virtual tours and much more.

“This is a first-of-its-kind entertainment kiosk network” says Raja Choudhury,

who has been building award-winning kiosks, websites, videos and TV

programs in the US, UK and Indian markets since 1993. “We believe such a

network that integrates Web 2.0, flash games, a social network, Bluetooth,

video mail, SMS and music over a 2 Mbps broadband connection, has not

been deployed so far. Coca-Cola India believed in our vision and we were

able to make this possible during the IPL.”

C3CUBE and Coca-Cola India were able to attract some key partners to this

pioneering experiment during the DLF IPL event including McDonald’s,

Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps,

Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.

Mansoor Siddiqi, Director - Integrated Marketing Communications at Coca-

Cola India said that “The Dilli Dil Se kiosk network was a fresh initiative in the

marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer

their team on, in an involving and fun manner, and achieved engagement

metrics beyond our expectations.”

C3CUBE Multimedia is a two-year old agency with offices in New Delhi and

New York that has already notched up major interactive successes including 2

Webby Honoree Awards in 2008 for www.OurWeddingDay.com and

www.CBCWorldwide.com as well as numerous awards for

17
www.JadeNYC.com and the documentary film “Spirituality in the Modern

World.” The company now plans to launch a series of public multimedia

projects in the Indian market, including a new tourism, information and

entertainment kiosk network for Delhi called the Delhi I-Zone in time for the

Commonwealth Games in 2010.

360 degrees, Radio Mirchi and Times Group

360 Degrees is the Experiential Marketing & BTL solutions arm of Times

Innovative Media Ltd. (TIML). It is a 100% subsidiary of Entertainment

Network India Ltd. (Radio Mirchi), a Times Group company.

360Degrees conceptualizes & executes some of India's largest & most

prestigious live entertainment events.

Our BTL business includes:

1. Events

2. Brand & Sales Promotions

3. Exhibitions

They conjure compelling & ZAP proof ideas! With a history of flawless

execution, carry forward the heritage of trust & credibility of 'The Times Group'.

Their dedicated offices pan across 8 major Indian cities & their client servicing

team works closely with brand & strategy teams of leading Indian &

International brands to connect their brands with target.

18
Indian Live Entertainment Industry

The live entertainment industry (also known as the "events management

industry") comprises a wide gamut of on-the-ground events that include

corporate events, felicitations and contests, festivals and personal events.

In our event management business, we manage events and promotions

across the country. We have provided event management and brand

promotion solutions to several corporate clients. In fiscal 2005, we managed

several events, including large format events such as the Filmfare Awards, the

Femina Miss India pageant and the International Film Festival of India 2004.

Sub-Segment Genre Examples

Corporate Product launches/ Product Ad Asia

promotions Bacardi

Training/ meets Christian Dior

Annual parties Auto Expo, Pragati

Exhibitions/ trade fairs Maidaan

Celebrity management Lakme India

Fashion Week
Fecilitative/ Awards Femina Miss India

Competitive Contests/ talent searches FE Business

Beauty pageants Traveller Awards

Channel V Pop

stars

CNBC Autocar

Awards
Arts Film Bollywood shows

Theatre English, Hindi,

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 Music Gujarati,

Dance Bengali, Marathi,

etc plays

Rolling Stones

concert
Sports Sporting events (individual and World Cup Cricket

combined) Wrestling

Championships

Tata Open

ATP Tour
Festivals Government sponsored Goa Carnival

Festival of Kerala

Kumbh Mela

Rajasthan Dessert

Festival
Personal Birthday parties

Wedding parties and related

functions

General parties
(Source: FICCI Ernst & Young Report, March 2004.)

While this industry in India is still evolving, Indian event managers have clearly

demonstrated their capabilities in successfully managing several mega

national and international events over the past few years. However, issues like

high entertainment taxes in certain states, lack of world-class infrastructure

and the unorganized nature of most event management companies, continue

to hinder growth in this segment of the industry.

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Industry Size

The size of the organized live entertainment business is estimated to be about

Rs. 7.0 billion in 2004 - an increase of about 20% from the previous year (Rs.

5.8 billion in 2003). It is estimated that the industry is likely to grow on a

conservative basis by at least 15% in the immediate next year and about 18%

over the next five years. This growth is on account of increased marketing

budgets, and an increased focus on live entertainment, as part of the

promotional spends of corporates.

The organized live entertainment business has about 10-15 large players. The

live entertainment business has a large unorganized component, which

comprises approximately 70% of the industry size.

As Indian companies globalize, new foreign brands enter India, and marketing

managers realize the increased effectiveness of focused brand launches and

promotions, the largest sub-segment - corporate events - is poised for

tremendous growth.

Distinguished by its corporate structure, professional management systems,

understanding of the advertising industry and multi-city operations,

Entertainment Network India Limited's Times Out Of Home is one of the few

media companies ideally placed to tap maximum the potential of the Indian

Out-Of-Home advertising industry.

Having bagged multi-year contracts for operating Out-Of-Home advertising

sites in the key markets of Mumbai and Delhi, Times out Of Home Media is

already one of the largest marketing agents, operating the advertising on

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around [fifteen hundred] bus shelters in western and southern parts of Mumbai

till December 2008.

In an industry which pre-dominantly comprises of static advertising produced

with conventional methods, Times Out Of Home increases the revenue

realizations from its sites by selectively introducing innovative technologies

and processes such as video walls and remote access hoardings managed

through communication networks.

Competition

Our competitors include event management companies such as Wizcraft

International Entertainment Private Limited, Encompass Events Private

Limited, Percept D'Mark (Percept Holding Company Private Limited) and

Showtime Events Private Limited. In addition to competing with established

event management companies, we can also face competition from fragmented

and unorganized entities as well as new entrants such as advertising agencies

and media companies that have recently entered this business.

Operations

Our event management business operates under the brand of 360 degrees.

We have managed several events, including many large format events for

leading corporates in India. We have offices in eight cities in India which

enhance our ability to offer services across key cities in the country.

Brand Solutions

360 Degree offers strategic solutions for brand communication initiatives

22
through events and promotions. We focus on conceptualizing, planning and

implementing events and promotions that build awareness of the client's

brand, product or service offering. Our on-ground events and promotions allow

customer exposure to our client's brand in a captive environment. We also

support organizations in managing events that helps motivate their supply

chain partners as well as focus on sales led events that help generate trial of

products and services.

Large Format Events

We have organized large format events such as the International Film Festival

of India, 2004, the Filmfare Awards and the Femina Miss India Contests. Such

events and promotions involve execution, logistical and planning complexity.

Descriptions of some of the large format events managed by 360 degrees are

given below:

International Film Festival of India, 2004 ("IFFI")

We were the event managers for the International Film Festival of India, 2004

that was organized in Goa in November 2004. It was a large and complex

event, which was held over a 11-day period. Our role in IFFI consisted of:

(i) managing events across six locations;

(ii) simultaneously managing the hospitality, movement & logistics of over

2000 guests;

(iii) crowd management of over 50,000 people;

(iv) ground production entailing over ten tonnes of equipment;

(v) show screenings across eight screens, including portable screens mounted

on mini-trucks;

23
(vi) managing over 580 temporary manpower that were recruited and trained

locally for this event;

(vii) multi-location entertainment and carnival atmosphere across the cities of

Panjim and Margaon;

(viii) and managing multiple sponsors (including generating sponsorships) and

sponsor commitments etc. Our services also included media planning and

public relations for the event.

Filmfare Awards

The Filmfare Awards, founded in 1954, is among the oldest and well-

recognized film awards event property which is given for excellence in cinema

in India. We have been organizing the event for the past four years and we

have a long-term contract with Worldwide Media, a joint venture of the Times

Group, for organizing this event for the next three years.

Vendor Management System

Vendor management system covers production elements such as sound,

lighting, video, stage and travel arrangements and enables us to deliver

quality and efficient services to clients. We have good relationships with

external vendors for sound systems, intelligent lighting systems and venue

and stage architecture.

Radio mirchi

The Company was incorporated under the name of "Entertainment Network

(India) Limited" pursuant to a Certificate of Incorporation No. 11-120516 dated

June 24, 1999 issued by the Registrar of Companies, Maharashtra.

24
Pursuant to a resolution passed in the meeting of our Board on June 3, 2000

the Registered Office of our Company was shifted from 22, Ashoka

Apartments, Nepean Sea Road, Mumbai - 400 006 to The Times of India

Building, Dr. D. N. Road, Mumbai - 400 001. Further vide a resolution passed

in the meeting of our Board on May 29, 2003 the Registered Office of our

Company was further shifted to 4th, Floor, Matulya Centre, A- Wing, Senapati

Bapat Marg, Lower Parel (West), Mumbai 400 013.

THE FACE OF ENIL (ENTERTAINMENT NETWORK INDIA LIMITED)

In 2000, where the Government formally announced auction of 108 FM

frequencies across 40 cities, Entertainment Network (India) Limited won the

largest number of licenses, thereby acquiring a national footprint, and

becoming the only commercial FM broadcaster present in all 4 Metros, with

an exclusive presence in 7 cities. AND Radio Mirchi was born.

Earlier available in the seven cities of Mumbai, Delhi, Kolkata, Chennai, Pune,

Indore and Ahmedabad, now it is also available in key markets of Bangalore,

Hyderabad, Jaipur, Patna & Jalandhar therby taking the tally to 12 stations

across India.

It's the largest private FM Radio operator in the country in terms of number of

operational stations and revenue.

Though Radio Mirchi FM radio stations are located in diverse regions in

India it's been successful in attracting local audiences in each of these

markets. This is largely due to a superior understanding of audience

25
preferences, which enables it to provide content customized to the taste,

language and culture of the local audience.

A track record of developing creative and innovative content or programming

formats has helped Radio Mirchi expand and retain its audience and

advertisers. For example, it has exclusively released the music for Hindi films

such as 'Hum Tum', 'Salaam Namaste', 'Mangal Pandey' where it enjoyed

exclusive rights for FM broadcasting of the music of these films for around two

weeks.

Our wide and national footprint enables our advertisers to reach the

largest number of listeners among private operators in high income

cities and adjoining areas

Not only did it win millions of listeners through its innovative programming and

marketing initiatives, Radio Mirchi also won awards for its successful brand

building.

For example, the '983 - Kismat Khol De' Contest won the Gold medal for Best

Activity generating Brand Loyalty at the Promotion Marketing Awards of Asia -

2004, and the Bronze medal for Best Activity generating Brand Awareness

and Trial recruitment at the Promotion Marketing Awards of Asia – 2004

Future plans also include exploring opportunities to become FM radio

broadcasters or content providers in international markets at an appropriate

time, either directly or through strategic partnerships or inorganic initiatives.

26
HISTORY AND MAJOR EVENTS

Year Event
October Launched our radio broadcasting station in Indore.

2001
December Launched our radio broadcasting station in Ahmedabad.

2001
April 2002 Launched our radio broadcasting station in Mumbai.
May 2002 Launched our radio broadcasting station in Pune.
December Investment by DHHL in our Company.

2002
April 2003 Launched our radio broadcasting station in Delhi.
May 2003 Launched our radio broadcasting station in Kolkata.
May 2003 Launched our radio broadcasting station in Chennai.
October Reduction of capital and set off of losses against the share

2005 capital and the securities premium account.

October Incorporation of our subsidiary Times Innovative Media Private

2005 Limited.
October Transfer of the 360 Degrees and OOH media businesses from

2005 TIML to TIMPL.

October Purchase of DHHL's shareholding in the Company by BCCL.

2005
February Initial public offering of 13.2 million equity shares of Rupees 10

2006 each at the premium of Rupees 152

April 2006 Launched our radio broadcasting stations in Banglore, Jaipur

and Hyderabad
April 2007 Launched our radio broadcasting stations in Patna & Jalandhar

Radio business

We are the largest private FM radio broadcaster in India based on the number

of operating stations and listeners. We operate FM radio broadcasting stations

through the brand Radio Mirchi in Ten Indian Cities. We are the only company

with private FM radio stations in all four metropolitan cities of Delhi, Mumbai,

Chennai and Kolkata. We are also the only private FM radio broadcaster in the

27
cities of Ahmedabad, Indore and Pune.

Based on the National Readership Survey - 2005 weekly listenership data,

Radio Mirchi reached 36.7 million listeners across India, which was the

highest among all private FM radio stations in India. Further, based on ILT

Wave 8 data for which field-work was conducted from January 15, 2006 to

March 31, 2006 and which calculates listenership for the age group above 12

years, our total daily reach in the metropolitan cities of Mumbai and Delhi was

5.9 million listeners. Our brand, Radio Mirchi, is well recognized and we have

won seven of the eight awards received by radio broadcasters from the Radio

and Television Advertising Practitioner's Association of India in 2005. We have

also won the gold medal for "Best Activity Generating Brand Loyalty" as well

as the bronze medal in "Best Activity Generating Brand Awareness and Trial"

at the 2004 Promotion Marketing Awards of Asia.

Radio Industry

India has been among the fastest growing economies in the world, with a

nominal GDP CAGR of 9.94% over the last 10 years (1995-2005). The

nominal GDP for fiscal 2005 was Rs. 30,636 billion. According to CSO

estimates, nominal GDP growth for fiscal 2006 is estimated at 10.9%. There is

a correlation between the economic growth rates of a country i.e. the nominal

GDP growth rate, and growth rates of the advertising industry.

Indian Advertising Industry

The Indian advertising spends, as a percentage of GDP, is 0.34%, which lags

behind other developed and developing countries.

28
During fiscal 2005, the gross advertising spend in India is estimated at Rs 111

billion, and is expected to grow at 14.2% to reach Rs. 127 billion by fiscal 2006

The key factors which have contributed to growth of the Indian advertising

industry include:

• Rapid economic growth of the country on the back of economic

liberalization and deregulation.

• Increase in consumer prosperity.

• Entry of global consumer companies with large advertising budgets.

• Hgher degree of competitive intensity among consumer companies;

and Growth in media vehicles leading to increase in media penetration.

Segmentation of Advertising Spends

The five key industry segments comprise print, television, radio, cinema, and

outdoor. These different segments within the industry are at varying stages of

growth and corporatization

Media Spends as % of Total Ad Spend

Year Print TV Radio Cinema Outdoor Internet
2000 49.0% 39.3% 2.5% 0.5% 8.4% 0.3%
2001 48.4% 40.6% 2.7% 0.4% 7.5% 0.4%
2002 47.2% 41.9% 2.9% 0.7% 7.0% 0.4%
2003 46.6% 43.0% 2.9% 0.7% 6.5% 0.4%
2004 46.3% 43.7% 2.9% 0.6% 6.0% 0.3%

Source: Central Statistical Organization, India, Advertising Expenditure

Forecasts, October 2004 by ZenithOptimedia

29
The Indian television industry has grown rapidly, especially since 1991, which

saw the beginning of satellite broadcasting in India. This growth was also

aided by the economic liberalization program of the Government. The growth

of the satellite television audience saw proliferation of a number of satellite

television channels offering more choices to media buyers and consumers of

entertainment. Thus, the television broadcasting business, which started off as

a single government controlled television channel, now has over 300 channels

covering the Indian footprint, resulting in growing ad spends on this medium.

Reforms and proliferation of private players were the key reasons for this rapid

growth of the share of television in the advertising industry.

Similarly, sectoral reforms and increased number of players could drive

market expansion for emerging media segments including radio, outdoor,

cinema and internet.

Indian Radio Industry

Brief History of Radio Broadcasting in India

1935 Radio broadcast begins with AIR.

1977 First FM service in Madras.
1993 AIR sells time slots for private FM radio broadcasting in five

cities.
1999 Privatization of FM - Phase I Policy.
2001 Licenses given to private radio broadcasters.
2005 Announcement of Phase II Policy of privatization of FM.

Privatization of FM Radio in India

30
Internationally, FM radio broadcasting is the preferred mode of radio

transmission due to its high quality stereophonic sound.

In March 2000, the Government invited private sector into FM radio

broadcasting by opening up the frequencies in the FM band (87.5-108 MHz).

In this Phase I Policy of FM radio privatization, private operators were invited

to bid for a 10-year license to set-up and operate FM radio stations. The

original plan was to set-up 108 FM radio frequencies across 40 cities. 101 bids

were received, aggregating to a license fee of approximately Rs.4.25 billion.

[Source: FICCI Ernst & Young Report, 2004]. The unusually high license fee

structure and year-on-year annual escalations of 15% hampered the FM radio

growth.

The Government's Tenth Plan stipulates that private operations are to be

encouraged to provide FM radio services in metros and small cities. They

recently announced Phase II of the privatization of FM radio, which is an

initiative in line with the roadmap laid out in the Tenth Plan. A total of 338

channels in 91 cities across the country would be made available for bidding

by Indian private companies.

Industry Size

The radio industry revenues for fiscal 2005 are estimated at Rs. 3.22 billion,

and are expected to grow by 14.3% to Rs. 3.68 billion by fiscal 2006. (Source:

Central Statistical Organization, "Advertising Expenditure Forecast", October

2004, ZenithOptimedia.). The state broadcaster - All India Radio ("AIR") -

contributed 55% of the industry revenues in 2004, which has decreased from

100% in 2001.
31
The share of Indian radio in the overall advertising pie at ~3% is much lower

than various developed and developing economies worldwide.

Globally, the share of radio in the advertising pie is around 5% in countries

where the medium is still in a growth phase and around 10-12% of the

advertising pie when the medium reaches a mature phase.

Key Players

Player (Brand No. of Cities of operations

Name) Stations
Radio Mirchi 7 Delhi. Mumbai, Chennai, Kolkata, Indore,

Ahmedabad, Pune
Radio City 4 Mumbai, Delhi, Bangalore, Lucknow
Suryan FM 3 Chennai, Coimbatore, Tirunelvelli
Red FM 3 Mumbai, Delhi, Kolkata
Go FM 1 Mumbai
Visakha 1 Visakhapatnam
Aamar FM 1 Kolkata
Power FM 1 Kolkata

Promoters

Bennett, Coleman & Co. Limited and Times Infotainment Media Limited are

our Promoters and their details are as given below:

a) Bennett, Coleman & Co. Limited

Bennett, Coleman & Co. Limited, is the flagship company of The Times Group,

which has a heritage of over 150 years and is one of India's leading media

groups. The activities of The Times Group also include publishing newspapers

and magazines, television broadcasting, running internet portals, creating and

distributing multimedia products and music publishing and retailing.

32
b) Times Infotainment Media Limited (TIML)

TIML is one of the Promoters and its registered office is at 4th Floor, Matulya

Centre, A- Wing, Lower Parel (West) Mumbai - 400 013

The Promoter of TIML is BCCL.

BHARTI AIRTEL

Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with

limited liability under the Companies Act, for promoting telecommunications

services. Bharti Tele-Ventures received certificate for commencement of

business on January 18, 1996. The Company was initially formed as a wholly-

owned subsidiary of Bharti Telecom Limited.

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The

Bharti Group, has a diverse business portfolio and has created global brands

in the telecommunication sector. Bharti has recently forayed into retail

business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash &

carry business. It has successfully launched an international venture with EL

Rothschild Group to export fresh agri products exclusively to markets in

Europe and USA and has launched Bharti AXA Life Insurance Company Ltd

under a joint venture with AXA, world leader in financial protection and wealth

management.

33
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and

the first private telecom services provider with a footprint in all the 23 telecom

circles. Bharti Airtel since its inception has been at the forefront of technology

and has steered the course of the telecom sector in the country with its world

class products and services. The businesses at Bharti Airtel have been

structured into three individual strategic business units (SBU’s) - Mobile

Services, Airtel Telemedia Services & Enterprise Services. The mobile

business provides mobile & fixed wireless services using GSM technology

across 23 telecom circles while the Airtel Telemedia Services business offers

broadband & telephone services in 95 cities and has recently launched India's

best Direct-to-Home (DTH) service, Airtel digital TV. The Enterprise services

provide end-to-end telecom solutions to corporate customers and national &

international long distance services to carriers. All these services are provided

under the Airtel brand.

The chronology of events since Bharti Tele-Ventures was incorporated in

1995 is as follows:

Calendar year & Events

1995

- Bharti Cellular launched cellular services'AirTel'in Delhi.

1996

- STET International Netherlands NV, or STET, a company promoted by

Telecom

Italia, Italy acquired a 20% equity interest in Bharti Tele-Ventures .

- Bharti Telenet launched cellular services in Himachal Pradesh.

34
1997

- British Telecom acquired a 21.05% equity interest in Bharti Cellular.

- Bharti Telenet obtained a license for providing fixed-line services in Madhya

Pradesh circle.

- Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti

BT, for providing VSAT services

1998

- Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti

BT

Internet for providing Internet services.

- First Indian private fixed-line services launched in Indore in the Madhya

Pradesh

circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services

monopoly

of DoT (now BSNL).

1999

- Warburg Pincus (through its investment company Brentwood Investment

Holdings

Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures.

- Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular

Holdings) acquired an effective 32.36% equity interest in Bharti Mobile

(formerly JT

Mobiles), the cellular services provider in Karnataka and Andhra Pradesh

circles

35
2000

- Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti

Mobinet (formerly Skycell Communications), the cellular services provider in

Chennai.

- Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in

Bharti

Telenet and 18.8% from Bharti Telecom thereby making Bharti Telenet a

100% subsidiary of Bharti Tele-Ventures.

- SingTel (through its investment company Pastel Limited) acquired STET's

15.3% equity interest in Bharti Tele-Ventures.

- Bharti Tele-Ventures acquired an additional effective 41.64% equity interest

in Bharti Mobile (by acquiring the remaining 36.55% equity interest in SC

Cellular) resulting in Bharti Tele-Ventures holding an effective 74% equity

interest in Bharti Mobile.

2001

- Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular.

- Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for

establishing a submarine cable landing station at Chennai.

- Bharti Tele-Ventures issued additional equity for approximately US$ 481.30

million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay

Cellular and Bharti Telecom.

- Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly

Spice Cell ), the cellular services provider in Kolkata.

- Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial From

Bharti Telecom and Intel, respectively

36
- Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from

British Telecom, thereby making Bharti Cellular its 100% Subsidiary.

- Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti

Mobinet from Millicom International and BellSouth International, thereby

owning 89.5% equity interest in Bharti Mobinet, which was further increased to

95.3% following an issuance of additional equity shares by way of rights issue.

- Punjab license restored to Bharti Mobile by the DoT and migration to NTP -

1999 accepted.

- Bharti Cellular entered into license agreements to provide cellular services in

eight new circles following the fourth operator cellular license bidding process.

- Bharti Telenet entered into license agreements to provide fixed-line services

in theHaryana, Delhi, Tamil Nadu and Karnataka circles.

- Bharti Telesonic entered into a license agreement with the DoT to

provide national long distance services across India.

- Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license

agreements with the DoT to provide ISP services in India.

- Bharti Telesonic launched national long distance services under the brand

name of IndiaOne.

- Bharti Telenet launched fixed line services in Haryana under the

brand name of TouchTel.

2002

- Comes out with issue of 18.53 crore equity shares through book building

route with a floor price of Rs 45 per share, received bid for 18.55 crore shares.

Through the issue, it becomes the first company in India to come out with

100% book building issue.

37
-Issue price fixed at Rs 45 per share, floor price fixed by the company. Raises

Rs 834 crore.

-Shares listed on BSE, NSE and DSE, opens at 11% premium to its

issue price of Rs 45.

-Enters into a 5-year agreement with Escotel and ETL of the Escorts group to

contract leased line connectivity for its cellular operations.

-Mr. Ravi Akhoury ceases to be Director of Bharti Tele.

-DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of

the company.

-Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile.

-Ties up with SSC (Secondary School Certification) Board, Hyderabad,

where Bharti will announce SSC results to its customers on their mobile

phones.

-ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs.

-Bharti forays into Mumbai with offers.

-Alpine International Ltd. and ELM International Ltd. acquire shares

of Bharti Tele-Ventures

-Sunil Mittal, Chairman & Managing Director of the company, bags

Businessman of the year award by Business India

2003

-Airtel breaks interconnectivity with Tata Teleservices in Andhra

Pradesh Circle.

-Company accorded its approval for amalgamation of its subsidiary companies

viz: Bharti Telenet Ltd, Bharti Telesonic Ltd, Bharti

Broadband Networks Ltd and Bharti Comtel Ltd through scheme of

Amalgamation. The merged entity would be renamed as Bharti Infotel Ltd.

38
-Air Tel launches Local direct dialling facility in Chennai circle.

-Mobilises 5 m long term foreign currency borrowings for expansion of cellular

operations.

-Bharti Cellular unveils CareTouch service.

-Bharti Group's cellular brand Airtel has unveiled free multimedia messaging

services (MMS) for its customers. The company has also rolled out pan-India

GPRS (General Packet Radio Services) for its corporate subscribers.

-Launches its `IndiaOne MeetXpress' audio-conferencing service.

-Punjab, Haryana get free incoming calls from Airtel.

-AirTel provides SMS facilities to hearing impaired in Chennai.

-Goa, Maharashtra gets 'voice portal' services by Bharti Cellular.

-Launches free additional connection to its new subscribers in New Delhi.

-Mr Sin Hang Boon and Mr Wong Hung Khim have resigned from the Board

of Directors of Bharti Tele Ventures Ltd with effect from February 27, 2003.

-Airtel provides SMS cricket updates.

-Bharti Mobinet Ltd, the Bharti group company that provides the AirTel mobile

service in Chennai, today launched its GPRS (General Packet Radio

Service) network and an MMS (multi-media messaging) on the GPRS

platform.

-AirTel unveils new ring tones for karnataka cellular market.

-AirTel Subscribers exceed 3 million mark.

-AirTel unveils RAD system.

-Mr P M Sinha resigns from the Board of Directors of the Company with

effect from March 31, 2003.

-Bharti TeleVentures announces the completion of merger with Bharti

Mobitel.

-Bharti Mobitel Ltd. merged with Bharti Cellular Ltd.

39
-AirTel reintroduces 'Mobile 2 Mobile' offer for Karnataka customers.

-AirTel, Touchtel jointly offer freeTouchtel land line for post-paid

Airtel connection.

-AirTel rolls out voice mail service for pre-paid customers.

-AirTel unveils new scheme for pre-paid customers giving away free

talk time worth Rs 10 crore.

-Airtel surpasses 4 lakh subscriber base in Karnataka.

-Bharti announces new tariff plan AirTel 012.

-Offers 0-1-2, a new cellular package for the customers, which means zero

charges on incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs 2 on

mobile-to-mobile STD calls.

-Rolls out Airtel messenger service.

-AirTel offers bundled handset, connection package for Rs 5715.

-Airtel slashes SMS rates to 60 paise; excludes Delhi and Mumbai.

-Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its

stake to 100% in Bharti Mobile.

-Iinks distribution pact with Hathway Cable. With this alliance, Bharti is said to

be the first telecom firm to step into television distribution services.

-Six cell operators move over from Bharti to VSNL.

-Airtel augments cellular coverage in TN by including Arcot & Walajapet in its

network.

-Airtel ties up with Coke in Chennai to sell its Magic prepaid cards.

-AirTel embarks on network expansion in Hyderabad.

-Airtel unveils IndiaOne Long Distance Calling Card.

-AirTel introduces unified tariff package in TN, Chennai.

-Airtel becomes front runner in Karnataka's mobile services market.

-Bharti Tele launches 'Always on' service to its subscribers.

40
-SBI, AirTel announce EMI offer at Rs 299.

-Bharti and MTV join hands to launch new SIM card.

-AirTel unveils new post-paid scheme at zero rental.

-AirTel launches `Happy Plan' in AP.

-Airtel emerges as the highest selling pre-paid card.

-Airtel join hands with Alcatel & Videocon to launch new scheme.

-AirTel service provider touches 5 lakh customers in Punjab.

-Airtel offers 5 new services for its customers in Mumbai.

-Bharti launches first dual band network in Delhi.

-Gets 14th place among top 25 Cos in India.

-Bharti Mobile crosses 4 lakh mobile subscribers in AP.

-Airtel holds top position in terms of dealer penetration.

-Prof. V S Raju has been inducted on the Board of Directors of the Company.

-Touchtel launches SMS service in fixed line phones in Karnal, Panipat.

-AitTel unveils special offers in Kerala.

-AirTel launches InnoWest for the western region.

-Bharti Tele-Ventures enters into an agreement with Telesystem (Mauritius)

Pvt. Ltd.

-Airtel slashes out going sms price to 30ps

-AirTel on December 16, 2003 announced the launch of expense tracker

service, which provides customers the option of tracking their day-to-day

expenses on a daily or monthly basis. To avail of this service, the customer

should register himself by sending EXP REG Your mail ID{gt} to 3020. This

service will allow a user to track expenses, while on the move by sending an

SMS. Each SMS sent to 3020 would cost Rs 3.

-AirTel introduces MTV Club Card in Chennai.

41
2004

-Bharti unveils new card for Mecca piligrims.

-AirTel enrolls 50,000 customers in its mobile service in 60 days.

-Launches WAP enabled portal Service in Kerala.

- Bharti Cellular's AirTel has extended its mobile connectivity to Karaikkal,

Nagur, Mannargudi and Kovilpalayam in Tamil Nadu circle.

-Airtel customer base touches new high of 5 lakh mark in Andhra Pradesh.

- Mobile service provider AirTel is launching its first ever MMS (Multi Media

service) downloads in Tamil. The launch of this service has been timed to

coincide with Pongal.

-AirTel tie up with MAA TV.

-Airtel launches Rs 50 pre-paids recharge.

-AirTel launched a family pack for its post-paid customers in Chennai on

January 29. According to a press release, the family pack may have a

maximum of 10 members spread across the country. The combined basic plan

fixed charges/rental of all family members in the pack will have to be equal to

Rs 450 but less than Rs 1000 for the family 450 pack and above Rs 1000 for

the family 1000 pack. The offerings under family pack 450 include 15 free

mobile to mobile STD minutes within the family, 50 free local calling minutes to

each family member, calls within the family in same circle at 50 paise per

minute, 25 free local SMS and one subscription alert service free for 3 months.

-Bharti Tele-Ventures enters into a three year service agreement with

Ericsson.

-Bharti Tele-Ventures (BTVL) has signed and received unified access

service licence to provide GSM services in five circles including

Uttar Pradesh (East), West Bengal & Andaman Nicobar, Orissa, Bihar

and Jammu & Kashmir. The licence has been granted to Bharti Cellular
42
Ltd (BCL), the cellular arm and subsidiary of BTVL.

-Airtel announces the signing of the first-ever bilateral roaming agreement

between an Indian mobile service provider and its counterpart in Pakistan.

This facility will be available to pre-paid as well as post-paid customers.

AirTel's roaming agreement is with Mobilink, the only GSM cellular service

provider in Pakistan.

-Acquires switching systems from Tekelec that will give a technological edge

to the company.

-Bharti Tele-Ventures Ltd signed an information technology outsourcing deal

with infotech major IBM, estimated to be in the range of 0-750 million for a ten-

year period.

-Jayant Khosla, new chief executive officer, Mumbai.

-Signs MoU to join the South East Asia - Middle East - Western Europe

4 (SEA-ME-WE-4) consortium along with 15 other global telecom operators.

-Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the

latter's 67.5 per cent stake in cellular services company Hexacom for Rs 430

crore.

-Bharti Tele garners 0 m via FCCBs.

- Samsung India Electronics Limited has tied up with cellular operator Bharti

for bundling its mobile handsets with a connection.

-The Bharti group finalised a Rs 500-crore deal to share its national long-

distance (STD) network with VSNL in a first-of-its-kind accord between two top

telecom service providers in a bid to optimise capacities in the NLD segment.

- Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL)

has signed a Right to Use (RoU) agreement to deploy mobile telephony major,

Bharti Tele-Ventures' existing National Long Distance (NLD) backbone.

-Airtel offers talk time transfer service.

43
-Airtel has announced money-back guarantee offer in case of call drop or poor

network experience for its subscribers.

-Bharti launches 2-in-1 card.

-Airtel launched two-way international roaming and GPRS for prepaid

customers in the Maharshtra and Goa circles.

-India's leading cellular company Bharti Tele-Ventures has bagged the

Asian Mobile News operator of the year award in India and the

Subcontinent.

-Bharti Tele-Ventures Ltd has awarded a million equipment contract to

Swedish telecoms company Ericsson.

-Bharti Televentures announced formation of a new strategic business

unit to offer various telecom and IT services through a single contact.

-Bharti Televentures unveiled a mobile portal featuring sports, entertainment

and news among others.

-Airtel ties up with Micro Tech to set up 'Mcops' vehicle security System.

-Bharti Tele-Venture on July 19 launched ring back tone service which

is a personalized mobile music service where the caller hears songs and

other sound clips instead of the traditional switchboard ring-ring tone.

-Airtel, a private telecom services provider, has commissioned its first 24x7

customer service centre in Andhra Pradesh

-Airtel unveils Rs 199 pre paid card.

-AirTel join hands with NMIMS to offer executive MBA programme

-AirTel introduces new scheme for hearing impaired in Maharashtra & Goa.

-AirTel inks pact with JP Mobile

- Rolls out Enhanced Data Rate for Global Evolution (EDGE) network in Pune

on September 9, 2004, Ties up with Nokia for sale of Nokia 6230, an EDGE-

enabled handset.
44
-AirTel unveils first virtual calling cards in India

-BTVL rolls out EDGE services in Bangalore

-Airtel rolls out Full Talk time Advantage card

-Airtel rolls out wi-fi services in Mumbai

-BTVL launches new 'Airtel Broadband Friendly Offer'

-Airtel launches GPRS services for pre-paid customers.

-Airtel partners with ITPO to set up Wi-Fi network in Delhi

-Airtel launches EDGE services and a new pre-paid plan for Chennai.

-Airtel introduces LAS in Karnataka.

2005

-Airtel launches video services for its GPRS customers on February 22, 2005.

-Airtel unveils new TV ad featuring Sachin, Sharukh

-Bharti Tele-Ventures launches telecom network in Andaman & Nicobar.

-BTVL unveil fixed line, broadband services

-Bharti inks 5-m deal with Nokia for rural network expansion.

-Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have

joined hands to launch mChq - a revolutionary new service - a credit card on

the mobile phone.

-Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India.

-Bharti Tele Ventures announces agreement with Vodafone

-Airtel unveils 'free flight' offer.

-Airtel unveils starter pack.

-Bharti Tele-Ventures launches under sea cable system.

2006

-Airtel unveils Re 1 STD plans.

45
-Airtel launches NetXpert.

-Airtel launches Post2Pre recharging service on April 04,2006.

-Airtel sets up customer centre.

-Mobile service provider Airtel today announced the launch of `Save

My Phone Contact' service for its pre-paid and post-paid customers in Delhi.

-Bharti Tele Ventures bags 'Wireless Service Provider of the Year' &

'Competitive Service Provider of the Year' awards.

-Sunil Mittal bags CEO of the Year award.

-Cellebrum join hands with Airtel.

-Airtel Mega unveiled in Coimbatore.

-Airtel joins hand with Microsoft.

-Bharti Airtel Ltd has informed that Microsoft and the Company announced a

strategic partnership that will offer a range of software and services for small

and medium businesses (SMBs) in India.

-Bharti Airtel Ltd on Nov 8, announced a first-of-its-kind alliance with the

Adani Group for establishing an end-to-end modern telecommunication

network infrastructure for the latter's multi-sector special economic zone

(SEZ), located near Mundra Port in Kutch district of Gujarat.

2007

-Bharti Airtel, telecom major, has come out with a slew of initiatives including

buying out SingTel's 50 per cent stake in joint venture under sea cable

company Network i2i for 0 million.

-Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on

Economics of Quality.

-Bharti Airtel Ltd has announced the following changes in the operational

leadership structure and roles in the Company effective April 01, 2007.
46
-Bharti Airtel Ltd on April 01, 2007, has announced the reduction in

International Long Distance Tariffs (ISD) for all its mobile customers in India.

-Airtel signs agreement with HTC for touch screen mobile.

Scope of the Report

• Provides all the crucial information on Coca-Cola Enterprises,

Inc. required for business and competitor intelligence needs

• Contains a study of the major internal and external factors

affecting Coca-Cola Enterprises, Inc. in the form of a SWOT analysis

as well as a breakdown and examination of leading product revenue

streams of Coca-Cola Enterprises, Inc.

• Data is supplemented with details on Coca-Cola Enterprises, Inc.

history, key executives, business description, locations and

subsidiaries as well as a list of products and services and the latest

available statement from Coca-Cola Enterprises, Inc.

47
OBJECTIVE OF COCA-COLA’S DILLI DIL SE

PROJECT

1. Promotion and cheers for DELHI DAREDEVILS (during IPL season

2009).

2. Promotion of COCA-COLA in market.

3. Introduction of new concept of marketing by Multimedia Kiosk Machine.

48
Reasons to Purchase

• Support sales activities by understanding your customers’ businesses

better

• Qualify prospective partners and suppliers

• Keep fully up to date on your competitors’ business structure, strategy

and prospects

• Obtain the most up to date company information available

49
ABOUT COCA-COLA’S DILLI DIL SE KIOSK NETWORK

The Dilli Dil Se network which was promoted largely during the IPL was a part

of the Coca-Cola marketing programme, celebrating the Delhi Daredevils. Dilli

Dil Se is also India’s first-ever network of multimedia, broadband-enabled

entertainment kiosks.

The Dilli Dil Se kiosk network was conceived and developed by multimedia

producer, Raja Choudhury and his digital agency, C3CUBE Multimedia, for

Coca-Cola India, as part of the latter’s integrated marketing programme to

leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This

programme also included a website, www.DilliDilSe.com, designed by

C3CUBE.

Traditionally, touch-screen kiosks are utilised in banks and at airports, stations

and museums, in order to facilitate customer transactions, information or

ticketing. The Dilli Dil Se kiosk network, however, was created solely for the

purpose of promoting a sporting event and providing entertainment in a safe,

fun-filled environment. During the DLF IPL 2009, enthusiastic users between

the ages of 13 and 30 logged on to the network to cheer and celebrate the
50
Delhi Daredevils’ steady climb to the top of the league table, and into the

semi-finals.

The idea for this kiosk was conceived by C3CUBE and taken to Coca-Cola

India. The cutting-edge kiosk network integrates a large 19-inch letterbox

touch-screen interface and a 32-inch LCD TV. It provides dynamic content

such as a promotion, games, a private social network, video mail, SMS

tweets, a jukebox, Bluetooth 2.0 downloads, videos, ads, team player

game cards, 3D virtual tours and much more, along with prominent Coca-Cola

branding.Through this kiosk, the company aimed at creating a fun, exciting

environment, with information and statistics on players, a 3D virtual map and

guide of Feroz Shah Kotla Stadium, a game on Gautam Gambhir, and so on.

“This is a first-of-its-kind entertainment kiosk network, we believe such a

network that integrates Web 2.0, Flash games, a social network, Bluetooth,

video mail, SMS and music over a 2 Mbps broadband connection, has not

been deployed in India so far. Coca-Cola India believed in our vision and we

were able to make this possible during the IPL.” says Raja Choudhury,

founder and president, C3CUBE. He has been building successful kiosks,

websites, videos and TV programmes in the US, UK and Indian markets since

1993. “”

Mansoor Siddiqi, director, integrated marketing communications, Coca-Cola

India, said, “The Dilli Dil Se kiosk network was a fresh initiative in the

marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer

51
their team on, in an involving and fun manner, and achieved engagement

metrics beyond our expectations.”

Twenty-seven such kiosks were installed all over Delhi, Noida and Gurgaon at

various locations such as McDonald’s, DT Malls, Nirula’s, Pind Baluchi, Tonic,

Waves Cinema, INOX Cinema and Rockman Beer Island.

C3CUBE has already won accolades for its work, including two Webby

Honoree Awards in 2008 for www.OurWeddingDay.com and

www.CBCWorldwide.com, as well as awards for www.JadeNYC.com and the

documentary film, Spirituality in the Modern World. The company now plans to

launch a series of public multimedia projects in the Indian market, including a

new tourism, information and entertainment kiosk network for Delhi, called the

Delhi I-Zone, in time for the Commonwealth Games in 2010.

The company was unwilling to reveal costs involved in setting up such kiosks

for brands, but feels that the kiosk is a great marketing tool to create brand

awareness. Moreover, in this age of digital media, the broadband-enabled

kiosk can help in providing information about new products, services, events,

and promotions in a more dynamic and exciting way. The kiosk helps in

transforming a brand’s image into a more personalised and modern one. The

company is positive that after the success of the Dilli Dil Se project, more

brands will take to this system.

52
Designing of kiosk

Recently, we worked with C3Cube Multimedia to build a kiosk network for

Coca-Cola India celebrating its sponsorship of the Delhi DareDevils, which is a

team that competed in the Indian Premier League (IPL). It provided an array of

interesting interactive, multimedia and social features, and was installed at 27

locations across Delhi/NCR. Designing a multimedia kiosk network was an

extremely challenging and interesting job, and the challenge was compounded

by the aggressive delivery timelines required by the project.

Here are some key features built for the kiosk network:

 Interactive multimedia games with real-time response

 Social networking features

 Integration with an on-kiosk camera

 Integration with bluetooth for upload and download of files at

kiosks

53
Add to the above the need to monitor the kiosks and do software updates and

maintenance remotely on machines at scattered geographic locations, and we

had a very big task at hand.

These, in very short, were the constraints we worked under:

 We had to reuse a lot of components built for the web browser,

for use in a web-site. This meant the kiosk application had to be

a ‘website’

 Deliver real-time or very quick response in the application

‘website’

 Integrate the kiosk application ‘website’ (running in the browser)

with hardware components like bluetooth and video camera on

the kiosk

 Develop social features on the application which could only run

off a remote server.

The solution was designed and developed in just 50 days, and managed to

wow most of the 10000 users who used the kiosk.

With this experience in the background, Mobicules is now capable of

designing, developing, deploying and maintaining rich kiosk multimedia

applications and kiosk management infrastructure.

54
HANDLING OF MULTIMEDIA KIOSK

Handling of multimedia kiosk is same as operating the Home PC. The

functioning and operation of kiosk is divided into various steps, these are as

follows:

STEP 1:

To start the user will need to touch one of the bubbles to activate the network.

The idea is to encourage users to get used to touching the screen and by

bursting the bubbles they can have a fun experience and also learn to use the

system.

STEP 2:

55
Once activated the network asks the users to enter their mobile number.

They will have to enter their number again to verify their identity.

STEP 3:

First time users will be asked to Agree to Terms and Conditions.

If users wish to read the terms they can by clicking on the field below the

Agree button.

If they don’t then they can leave and you can return to the Intro Bobbles.

On agreement, the user will be SMSed a PIN ID to use in secure sections and

to enter Gauti Game Contest.

STEP 4:

On successful registration the user is brought to the Dilli Dil Se Kiosk

Network home Page.

Here you are given 8 Channels to choose from and a Control Panel.

The channels are:

1. “Get Gauti to the Match “Game.

56
 2. Meet the Teem.

3. Kotla Stadium.

4. Under the Cap.

5. Coke Promos.

6. New Coke Music.

7. The Dilli Dil Se Club

8. Cool Downloads.

Control Panel

The control panel provides:

1. Music On/Off.

2. Volume control.

3. Juke Box- 75 tracks from universal music.

4. Log Off button

5. Home Button

6. My Profile

CHANNELS OF DILLI DIL SE KIOSK NETWORK

Channel 1

Gauti Game

57
On entering the Game –the user is given a fun map of Delhi to choose

the locations to start from .

The objective is to get Gautam to the match through 3 levels of challenges.

1. Level 1- you are given a funny scene (7 in total) where you have to search

around and find clues and then at right point a quiz will be offered with 3

questions. Get the 3questions right and you move to Level 2.

2. Level 2- is a skill game (7 in total) where the user has to solve a puzzle or

win a skill game.

3. Level 3-Kotla Stadium –to get Gauti to the match the User has to answer 3

more questions – activated by the security console –all about Gauti . Once

done they are through to the match.

4. On winning – They will be asked to go to a registration page where they

will have to input their details to be eligible for the prizes.

• (a) To access the page they will have to enter the PIN number they

received by SMS.

• (b) Help them fill the details and then they are eligible.

• (c) Every day 50 prizes will be given away across the Dilli Dil Se Kiosk

Network- so entering your name daily lets you get.

• (d) Previously registered users will find their forms are already filled out

with their details.

58
5. The prizes on offer can be seen by clicking on the prizes button at the top

right side of the Game console .

6. The “?” is the help button which explains the rules and terms to the users.

Channel 2

Meet the Team

Users can read all about their favorite Delhi Daredevils team members in this

channel.

1. The user can select any player from the cards by clicking on that

card.

2. On selecting the player a profile card pops up that has many

sections.

3. In the Vote section the user can vote for their favourite player and

then we will give them a vote poll window that will show how their

favourite player is ranked.

Channel 3.

Kotla Stadium

Users can take a guided tour of Ferozshah Kotla Stadium-the home of Delhi

Daredevils and one of the oldest and yet most modern cricket stadiums in

India.
59
The channel includes:

1. A 360 spin view that is activated by moving the scroller. Active

sections flash on the stadium that pop open more information.

2. A History Time Map-that you can move left or right and see all key

events in the history of Kotla Stadium. Touch the tile you want to read

and hold to keep it steady.

3. The multimedia section has photos of the stadium; we will be adding

videos soon as well.

Channel 4.

Under The Cap

Users who have brought a bottle of coca-cola and have found a 4 or a 6 under

the cap can enter their details here for registration for their prize.

Select the channel and then allow the user to enter their information. Help

them make sure it is correctly formatted.

Channel 5.

60
Coke Promos

This channel shows users the latest videos, ads, links and promotions from

coca-cola and its partners. We will have:

• New Ad from coke- tough to play.

• Kiosk Locator- use Google maps to find other kiosks on the network.

• Coke music- links back to the coke music section.

• Gauti game- links back to the Gauti game sections.

• We will be adding Universal Music videos and other promos to this

section during the IPL.

Channel 6.

Coke Music: New Sounds from India.

Users can enjoy Music Videos and Songs from New Rock Bands in India.

To activate select either the Music or Video buttons from the top and then the

user can flick through the artists and select a song to listen to or watch.

Channel 7.

The Dilli Dil Se Club

61
This section is same as the Orkut or other social networking sites. This was

started later in the weeks.

Channel 8.

Cool Downloads

This contain the wallpaper of Delhi Daredevils and coca-cola, which can be

downloaded into mobile by Bluetooth connections.

PROBLEMS RELATED WITH MULTIMEDIA KIOSK DURING

OPERATION

• Very slow speed of program:

The processor used in the multimedia kiosk is intel P4. This resulted in

slow access to program.

• Bluetooth connectivity problem:

The Bluetooth software was not properly installed. As a result of which the

Bluetooth device was not properly functional.

62
 • Prizes and gift should be distributed on spot:

The customer whoever completes the gauti game, demands for on spot

prizes and gifts.

• Internet connectivity is very slow:

Airtel is the internet provider to the coca-cola. Airtel is providing 2MBPS

speed but, due to improper setting of internet cable the speed of internet

gets hampered.

• Repeated questions in Gauti game:

The repetition of question results in decreased interest of customer.

• Video songs are not playable:

Due to of slow processing of internet the videos are not playable.

RESEARCH METHODOLOGY

Methodology Used

The present research being exploratory in nature mainly depends on both

primary and secondary data collected and will be used for the purpose of drawing

influences. Collection of primary data will be done through questionnaire that will be

filled by respondents. Primary data is collected from students, service and business

men through filling up questionnaire.

Secondary source of data that are collected

from internet. The secondary research helps to gain a good perspective of the

market. The secondary research helps to determine market size, growth

trends, major impacting factor, and relative strengths and weaknesses of

63
companies. The analysis in exploratory research is basically abstraction.

Abstraction means that the empirical observations and measurements are

translated into concepts.

Limitations

The study is limited to analysis of market for knowing customer behaviour; it

does not include the study of market for other brands of cold drinks products.

The study is limited to certain international markets like China, Europe, Asia,

North America, South America and United Kingdom. As these are the major

markets for cocacola.

Nature Of Study: Descriptive

Descriptive studies are those which are concerned with describing the

characteristics of particular individual or of a group .Studies. Concerned with

specific predictions with narration or facts and characteristics concerning

individual, group, or situations are all examples of descriptive study.

ANALYSIS OF DATA:

SWOT Analysis of the Coca-Cola’s new marketing strategy:

64
Strengths

• High Growth

• Advantage in marketing

• Introduction of new concept

• Large market coverage

• Ready availability of highly skilled and cheap manpower

• Large raw material base

• Brand value

• Capability to assimilate new technologies and handle large projects

Continuous emphasis on product development and design up gradation

• Major player

• Customer oriented

Weaknesses

• Lack of warehousing support from the government

• International price fluctuation

• Huge labour force resulting in high labour charges

• Lack of strong presence in the global fashion and taste preferences

• Unawareness of international standards by many players

Opportunities

• Rising potential in the domestic market

• Growing taste consciousness globally

65
 • Use of information technology and decision support software to help

eliminate the length of the production cycle for different products

• Use of e-commerce in direct marketing

Threats

Major part of the industry is unorganized

Limited scope for mobilizing funds through private placements and public

issues (many businesses are family-owned)

High competition from rivals

Stricter international standards

High competition from domestic players and small firms

Lack of communication facilities and skills

• Government restrictions

Description:

The Coca-Cola Enterprises, Inc. - SWOT Analysis company profile is the

essential source for toplevel company data and information. Coca-Cola

Enterprises, Inc. - SWOT Analysis examines the company’s key business

structure and operations,

history and products, and provides summary analysis of its key revenue lines

and strategy.

66
Coca-Cola Enterprises (CCE) is the worlds largest marketer, producer, and

distributor of Coca-Cola products. The company is the sole licensed bottler for

products of The Coca-Cola Company in Belgium, continental France, Great

Britain, Luxembourg, Monaco, and the Netherlands. The company primarily

operates in North America. It is headquartered in Atlanta, Georgia and

employs 72,000 people. The company recorded revenues of $21,807 million

during financial year December 2008 (FY2008), an increase of 4.2% over

FY2007. The operating loss of the company was $6,299 million FY2008,

compared to an operating profit of $1,470 million in FY2007. The net loss was

$4,394 million in FY2008, compared to a net profit of $711 million in FY2007.

CONCLUSION

The Dilli Dil Se Kiosk Network was successfully completed. The success was

published by various Medias. Some of the press releases are as given below:

DilliDilSe.com brings a fresh take on the success of the Delhi

Daredevils.

67
By C3Cube Multimedia Pvt Lmt

Dated: May 22, 2009

Celebrating the success story of the Delhi Daredevils in the IPL at South

Africa, with Coca-Cola India and C3Cube Multimedia, through Dillidilse.com

DilliDilSe.com brings a fresh take on the success of the Delhi Daredevils.

As the Delhi Daredevils make their way into the semi-finals, one website is

proving a big hit with fans as it celebrates the victories in a novel and unique

way. Developed by New Delhi and New York creative hotshop, C3CUBE

Multimedia for Coca-Cola India, www.DilliDilSe.com takes Daredevils fans into

an alternate universe with a fun game called “Get Gauti to the Match”, a

multimedia team section with shareable and collectible virtual fan cards, a

complete social club with friends, forums, crazy videos, a slogan contest, a 3D

guide to the Ferozeshah Kotla stadium, Delhi events from Buzzintown, live

scores, music, prizes and much more.?

DilliDilSe.com is Coca-Cola India’s first entry in the Web 2.0 world of rich

online media and social networking as part of its sponsorship and promotion of

the Delhi

Daredevils team during DLF IPL2 in South Africa. It partnered with Webby

award-winning creative agency, C3CUBE Multimedia to design and deploy

both the website and a network of 27 multimedia touch-screen kiosks at prime

customer outlets such

as McDonald’s, Nirula's, DT Malls and other locations across Delhi NCR.?

68
DilliDilSe.com takes a very different route from the regular fan community and

team sites during IPL 2. The site integrates bright and cheerful design

elements, cutting edge Ajax technologies, rich media flash content in the

forms of games, tours and fan cards and the best of Web 2.0 technologies

including a socialclub with friends, videos, photos, slogans, forums and short

messages. Fans can interact with Gauti, Veeru, Amit, as well as each other in

new and unusual ways within a safe, fun-filled environment?

In describing the vision for the site Mansoor Siddiqi, Director of Integrated

Marketing at Coca-Cola India said that “we felt the Delhi Daredevils fans

needed something in addition to the regular channels of communication, to

share their passion for the team during the DLF-IPL season in a dynamic and

interactive environment...and DilliDilSe.com is our way to help them cheer the

team on.”?

Raja Choudhury, Managing Director of C3CUBE Multimedia said “the

partnership with Coca-Cola pushesthe boundaries of what is possible in

sports promotion in terms of online presence, and we are excited to seethe

success of DilliDilSe.com as the Delhi Daredevils shoot to the top of the

league table.”

69
SUGGESTIONS

As far as the concept of marketing, the concept was new in India. That

was highly successful in in the American and European markets. Before

it was only seen at the Railway Stations, Airports etc..

Suggestions regarding multimedia kiosk are as follows:

• Location: The location of multimedia kiosk should be appropriate.

70
• Visibility: The kiosk should be visible to everyone.

• Attractive: The multimedia kiosk should be attractive to the

customers.

• Features: The features of multimedia kiosk should be attractive to

the customer.

• Handling: The multimedia kiosk should be easy to operate.

• Internet connectivity: The internet connectivity should be proper

and doesn’t create any problem during operations.

• Processor speed: The processor speed should be high, so that the

multimedia kiosk will work properly.

• Software: The software should be installed properly, so that the

kiosk will function well.

• Complete market analysis before launch.

• Proper channel development

• Place: Choose the right place for promotion

• Cost: Control of cost

• Promotion: The promotional activities should proceed in effective

and efficient manner.

• Human resource: Effective and efficient utilization of human

resource.

• Competition: Complete analysis of market competition level.

• Legal obligations: Should follow the legal obligations.

71
REFERENCE

• Prof. Alok Satsangi

Corporate Relations Cell

• Mrs. Sonal verma

Group Manager

360 Degrees Experience

• Mr. Harish (Harry)

360 Degrees Experience

72
BIBLIOGRAPHY

• www.google.com

• www.c3cube.com

• www.enil.co.in

• www.yahoo.com

• www.timesgroup.com

• www.DilliDilSe.com

73
SUMMARY

Coca-Cola launches Dilli Dil Se marketing campaign

Coca-Cola has launched Dilli Dil Se marketing campaign. The campaign

has been launched with the help of interactive touch-screen kiosks which

according to the organizers is India’s first ever network of multimedia and

broadband-enabled entertainment kiosks.

Initiative of Coca-Cola and other promotional partners as follows:

• C3CUBE Multimedia

74
 • Radio mirchi

• 360 degrees

• Times Group

• Airtel

The Dilli Dil Se kiosk network has been conceived and developed by digital

agency, C3CUBE Multimedia for Coca-Cola India as part of its integrated

marketing program to leverage its sponsorship of the Delhi Daredevils during

the DLF IPL 2009.

Traditionally, touch-screen kiosks are visible in banks, at airports, stations,

museums aimed at facilitating customer transactions, information or ticketing.

This is the first time a kiosk network has been created solely for the purpose of

promoting a sporting event and providing entertainment in a safe, fun-filled

environment. And the formula worked! During the DLF IPL 2009, over 20,000

enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se

kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the

top of the league table, and into the semi-finals.

C3CUBE Multimedia the cutting-edge kiosk network integrated a large 19 inch

letterbox touch-screen interface and a 32 inch LCD TV and provided dynamic

content such as a promotion, games, a private social network, video mail,

SMS tweets, a juke box, Bluetooth 2.0 downloads, videos, ads, team player

game cards, 3D virtual tours and much more.

75
This is a first-of-its-kind entertainment kiosk network says Raja Choudhury,

who has been building award-winning kiosks, websites, videos and TV

programs in the US, UK and Indian markets since 1993. We believe such a

network that integrates Web 2.0, flash games, a social network, Bluetooth,

video mail, SMS and music over a 2 Mbps broadband connection, has not

been deployed so far. Coca-Cola India believed in our vision and we were

able to make this possible during the IPL.

C3CUBE and Coca-Cola India were able to attract some key partners to this

pioneering experiment during the DLF IPL event including McDonald’s,

Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps,

Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.

Mansoor Siddiqi, Director - Integrated Marketing Communications at Coca-

Cola India said that The Dilli Dil Se kiosk network was a fresh initiative in the

marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer

their team on, in an involving and fun manner, and achieved engagement

metrics beyond our expectations.

Problems with multimedia kiosk:

• Very slow speed of program:

• Bluetooth connectivity problem:

• Prizes and gift should be distributed on spot:

• Internet connectivity is very slow:

• Repeated questions in Gauti game:

• Video songs are not playable:

76
The report also includes the conclusion of the Project and Suggestion

suggestion regarding the multimedia kiosk.

APPENDIX

QUESTIONNAIRE:

Kiosk Location:

Name:

Age: Gender: M/F

Occupation: Self-employed Professional Student Home-Maker Retired

77
Email Id:

Q1. Have you used the multimedia Kiosk before? Yes No

If yes, which location .

Q2. Please rate the experience of using multimedia kiosk

Very bad Bad Neither Good Very Good

Q3. Which feature of kiosk did you find most appealing?

Gauti Game Juke Box Meet The Teem The club

Q4. What attributes of the multimedia kiosk did you not find

satisfactory?

Q5. The amount of time consumer spent on the kiosk

<2Minutes Up to 5 Minutes More than 5 minutes

78