Aircel Starcom Partnership Final

Aircel Pan India launch
New Delhi
07/08/08
Copyright Starcom MediaVest Group, Inc. 2008. All rights reserved.

“If he is playing very good I have to
Play unbelievable”

Session objective
• Understand the challenges for Aircel
• Robust Matrix for consumer behavior measurement

leading to subscription
• Prescription to deliver a connections plan

Understanding the current
context

Challenges
High Level of Awareness of existing brands ( 80 - 95 %) not translating into purchase
Challenge 1
How to move Aircel in Consideration set of audience ?
Challenge 2
With media budget of INR 75 cr, how to create a positioning

for Aircel in INR 2000 cr category ?

Addressing the challenge

Enduring
Connections
SMG Approach & ammunition to help
Aircel overcome challenges
Approach
– Connections that Captivate
Ammunition
Budget setting - Brand Master

Objective setting for campaigns - Apollo frequency estimator
Plan optimizer - TARDIIS
How to maximise GRP levels over more weeks using Half Life & Adstock - Brand
Impactor
Scheduling tool - BAT
Copy & creative - Wearout
AND…..

Pillars of connection that captivate
• Identifying the target customers
• Consumer insight
• Key strategic imperative

• Understanding contacts for optimum
solution
• Triggering the passions points

• Scheduling strategy
• Captivation matrix

In Search of the Problem

Challenge 1
High Level of Awareness of existing brands
( 80 - 95 %).
How to move Aircel in consideration set?

Huge investment in traditional media
Advertiser ATL Spends
Airtel 47624
Vodafone 38783
Reliance 47767
Tata 23236
Idea 17618 Advertiser GRPs
Airtel 23630
BSNL 10584
Vodafone 15061
Aircel 5561
Reliance 15589
Spice 1429 Tata 7665
Idea 7074
Others 11096
BSNL 784
Total 204617 Aircel 770
Spice 92
Others 84
Spends in lacs Total 70749
Source- MAP & MS
Huge investment in traditional media leading to
high brand awareness
100
90
80 Hutch
70
Avg %
Airte l 97.9 TATA
60
Hutch 95.1
50
Ta ta 90
Idea
40 Re lia nce 86.7
30 Ide a 80.9
Airtel
20
10 Reliance
0
'JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 'JAN FEB MAR APR MAY
07 08

Airtel & Vodafone are “the most preferred brand”
100
90
80 Hutch
70
60 TATA
50
40 Idea
30
Airtel
20
10
Reliance
0
AY
AY
L
N
AR
AR
T
08
07
V
G
R
R
B
B
EC
P
JU
O
JU
FE
FE
AP
SE
AP
AU
M
M
O
M
M
N
N
N
D
'J A
'J A

Huge investment in traditional media leading to high brand
awareness, however Airtel & Vodafone only in “the most
preferred brand”
100
Advertiser SOV SOE SOM 90
Airtel 33 25 24 80 Hutch
Avg %
Reliance 22 27 18 70
Airte l 97.9 TATA
60
Vodafone 21 20 17 Hutch 95.1
50
Ta ta 90
Tata 11 11 9 Idea
40 Re lia nce 86.7
Idea 10 9 9 30 Ide a 80.9
Airtel
BSNL 1 5 16 20
Aircel 1 2 4 10 Reliance
Spice 0 1 2 0
'JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 'JAN FEB MAR APR MAY
07 08
100
90
80 Hutch
70
60 TATA
50
40 Idea
30
Airtel
Source:- MAP 3.0 & MS 20
10
Reliance
0
AY
AY
L
N
AR
AR
T
08
07
V
G
R
R
B
B
EC
P
JU
O
JU
FE
FE
AP
SE
AP
AU
M
M
O
M
M
N
N
N
D
'J A
'J A

Traditional media have the highest Historical
interactions, however, have only average impact
on driving Intent
Historical Interactions Index

Index- Category share of interactions
TV 100
Newspaper 87
In-store 66
Planned Interactions Index
Mag 66
Billboards 64 Share experience/talk to family, friends or colleague 100
Recommendation family/friends 55 Subscribe plans for myself 90
Check brand in store 83
Review newspaper/magazine 51
Subscribe plans for others 82
Radio 49
Recommend the brand to someone 77
Online 49
Talk to sales person/store owner 76
Heard people talking about the brand 48
Look for brand information in newspaper 74
Seen the brand as an event sponsor 45
Visit website of brand 73
Cinema 44
Seek advice from friends/family/colleague 71
Celebrity Endoresment 44
Share experience on web 68
Subscribed plans for others 40 Look for brand information in magazine 65
Subscribed plans for myself 40 Request for brochure 59
sales person/store owner 38 Search online for brand information 59
Visited website of brand 37 Called hotline/company to find out more information 55
Recommended the brand to someone 36
Called hotline 34
Received brand information by sms 33
Searched online for information 33
Requested for brochure 32
blog/vlog/video sharing 27
Attended/participated in an event/roadshows 26
Participated in promotion/contest/game by brand 25

Awareness Intent drivers
Share experience
Check in-store
Traditional media
Brand info
Online

Thereby,
Push Pull Advocacy
Brand Consumer
Push contacts Pull contacts Advocacy contacts

Battle field contact in this category Opportunity to leverage To create social butterflies for
Maximize Reach& optimize frequency pull contacts to get intimate the brand
with consumers

Identify source of business

Males, 15- 39, BCD
Urban
Urban 08 R1 07 R1 % Growth % Disprn % Penetrn Potential Size

Est. Individuals (000s) 53103 34866
SEC
A1 4528 4107 10 9 52 453
A2 7509 5851 28 14 43 2103
B1 7550 5463 38 14 36 2869
SEC B2 6341 4334 46 12 30 2917
C 12419 7558 64 23 24 7948
D 8923 5013 78 17 15 6960
E1 3195 1372 133 6 10 4249
E2 2639 1166 126 5 5 3325
Gender
Gender Male 41645 28024 49 78 31 20406
Female 11458 6842 67 22 9 7677
Age Group
12-14 years 667 381 75 1 3 500
15-19 years 4896 2865 71 9 14 3476
Age-Group 20-29 years 17353 11399 52 33 28 9024
30-39 years 14616 9907 48 28 28 7016
40-49 years 9453 6362 49 18 24 4632
50 years+ 6119 3951 55 12 13 3365
Education
Illiterate 1262 608 108 2 3 1363
Literate but no formal schooling 390 166 135 1 6 527
School-Upto 4th Standard 1311 548 139 2 8 1822
Education School-5th to 9th Standard 11561 6267 84 22 13 9711
SSC/HSC 17211 10764 60 32 27 10327
College but not graduate 4505 3236 39 8 43 1757
Graduate 13224 10397 27 12 60 3570
Post Graduate 3639 2880 26 3 71 946
Source:IRS’08 & ‘07 R1

Base :- Mobile owners
Males, 30-39years, R2, R3
Rural
Rural 08 R1 07 R1 % Growth % Disprn % Penetrn Potential Size
Est. Individuals (000s) 30309

SEC
R1 4700 2718 73 16 20 3431
SEC
R2 8525 4216 102 28 12 8696
R3 12980 5286 146 43 6 18951
R4 4104 1422 189 14 2 7757
Gender
Gender Male 25895 12167 113 85 9 29261
Female 4414 1475 199 15 2 8784
Age Group
12-14 years 666 288 131 2 1 872
15-19 years 3592 1603 124 12 5 4454
Age-Group 20-29 years 10387 5466 90 34 8 9348
30-39 years 8467 3487 143 28 7 12108
40-49 years 4573 1761 160 15 6 7317
50 years+ 2624 1035 154 9 2 4041
Education
Illiterate 1797 361 398 6 1 7152
Literate but no formal schooling 386 70 451 1 3 1741
School-Upto 4th Standard 1340 374 258 4 3 3457
Education School-5th to 9th Standard 9377 3953 137 31 5 12846
SSC/HSC 10727 5092 111 35 14 11907
College but not Grad 1886 972 94 6 23 1773
Graduate 3646 2184 67 6 37 2443
Post Graduate 1151 635 81 2 59 932

However, Occupation best discriminates
this category from haves to have nots!
PCC Contribution of Mobile Owners to the top 7% of pop

Discrimination Index=
PCC Contribution of Mobile Owners to the bottom 93% of pop

5 Clusters emerging in urban India
Workers, Traders, Salesman/clerk & Housewife & students
Urban
Urban 08 R1 07 R1 % Growth % Disprn % Penetrn Potential Size
Occupation
Unskilled Worker 3997 1864 114 100 11 4557
Skilled Worker 8091 4910 65 202 29 5259
Petty Trader 3298 1911 73 83 22 2408
Shop Owner 6381 4597 39 160 45 2489
Businessman/Industrialist 2751 2418 14 69 73 385
Self-employed Professional 744 698 7 19 73 52
Clerk/Salesman 5357 3698 45 134 55 2411
Supervisory level 2854 2110 35 71 58 999
Officer/Executive - Junior 2244 1910 17 56 79 381
Officer/Executive - Middle/Senior 1247 1098 14 31 84 175
Not Working/Housewife
Student
8412
6235
4630
4025
82
55
210
156
9
14
6898
3429
Rural
Retired 1492 997 50 37 24 746
Rural 08 R1 07 R1 % Growth % Disprn % Penetrn Potential Size

Occupation
Owner Farmer 6524 2609 150 22 7 9786
Agricultural Worker 1386 282 391 5 2 5419
Unskilled Labour 2587 965 168 9 4 4346
Artisan/Skilled Labour 3422 1577 117 11 15 4004
Shop/Trade 4099 2458 67 14 16 2746
Service (Rural-in any village) 2816 1283 119 9 33 3351
Service (Urban) 1514 971 56 5 37 848
Not Working/Housewife 3914 1357 188 13 2 7358
Student 3217 1534 110 11 4 3539
Owners of land in Rural India

Demographic TG
• Urban
– Primary: M, 15-39, SEC- B, C, D
– Secondary: Housewives
– Rural
– Male, 30-39, R2, R3

Digging Deeper
What drives engagement and interaction?

5th
-ve group
17%
-Want to get to the very top
of their career
-Look on to work as a career, -Believe that a woman’s role
not just a job is not just in the house
-Do not enjoy cooking
-Not averse to taking
-Are comfortable with responsibility
computers
-Want to get to the top of
-Eat healthy their career
-Believe that a woman’s role -Would not eat foods that are
is not just in the house not good for health
Idealists (16%)
Ambitious (11%) Potential Consumer
Carefree Indulgent
Carefree Traditionalists (36%)
(20%)(20%)
Indulgent
-Tend to buy brands they see
advertised -Do not want to take risks
-Don’t want responsibility, -Want their children to be
rather be told what to do ahead of others at all cost
-Like to eat foods that may -Believe a woman’s place is in
not be good for health the home
-Enjoy cooking
-Are easily swayed by others’ -Do not wish to go abroad
views

Carfree Indulgents and Traditionalists are our target
56%
Carefree
Attribute Ambitious Traditionalists Idealists
Indulgent
Size 11% 20% 36% 16%
Plan to buy mobile for self 281 307 287 252
Plan to buy mobile for someone in family 223 291 286 207
Buy a new brand to see what it is like 89 150 91 98
Celebrity has influence on my purchase 49 136 117 102
Seek advice before buying new things 56 182 125 100
Look out for discounts/special offers given out 59 167 107 110
by brands

Advocacy drives the potential consumer
• Potential target customers are “laggard”. They seek “value for money”
in everything they do. They are on constant lookout for special offers
and discounts.
• They consult others before they take any decision, they need to be told
what to do or what to buy. They get easily swayed by others’ view
point. Dependency on others in decision making process.
• They move by rationale rather on emotional issues
Advocacy
“Critical to turn such customers on”

What engages them further…

The 4 passions that turn them on… Cricket
54%, 121
Watching
on TV
Celebrity
Influence
52%, 123
Movies
41%, 140
Comedy
Action
Music
41%, 158
Hindi Songs
Implications
Activating Passion points to create “Engagement” along with “Exposure”
1. Effects on existing plans & implementation plan vehicle choice

– Gives a direction for meaningful sponsorship choice
2. Building properties around these passions is step 2

Key Learnings for Aircel
from the Catalyst Intent Tracker
&
Potential target customer

ADVOCACY
Drives the intent measures for category
&
Drives the potential target customer

Activating Push & Pull contacts to drive Advocacy for the brand
Creating “engagement” on high passion points
Push Pull Advocacy
Brand Consumer
TV
Pasiion Activation 1. In Programme Embedding
Print
1. Cricket 2. Celeberity
OOH
2. Music 3. Write-Ups
Other Mediums
3. Bollywood

1. Identification of media
2. Identification of key competition & task
market wise

TV scores highest on reach & time spent while Internet
tops on affinity.
Basis- Dailies fare well on both reach & affinity
Media Reach
Media affinity
Media involvement Basis intention
to buy
Newspaper
TV Reach- 76%
Reach- 82% Affinity Index- 113
Affinity Index-107 Time Spent-21 minutes
Time Spent-2.5 Hrs
Magazine Radio
Reach- 33%
Reach- 35%
Affinity Index- 121
Affinity Index- 128
Time Spent -33 minutes
Time Spent -12 minutes
Data Source- TGI
Online Cinema
Reach- 14% Reach- 26%
Affinity Index- 212 Affinity Index-148
Time Spent – 11 minutes

TV On ground
Print Advocacy Radio
Online OOH
Identification of key competition & task
market wise

Kerala & Kolkatta tough market as AG lower and difference
of relative market shares very low!
Need to defend in TN, Airtel & vodafone going aggressive
Focus to continue in Bihar & Orissa
Orrisa
U.P.(W)
Operators MS 1 MS AG
Kerala BSNL 12 20 53
Operators MS 1 Ideal Mobile 20 20 60
MS AG Airtel Ltd 38 34 144
Idea 28 24 71 Airtel 10 12 61
Reliance Tele 17 17 96
BPL 28 18 79 BSNL 13 16 59
Reliance 12 11 65
Tata Vodafone 23 22 181
6 6 107 Aircel 12 9 300
Airtel 16 15 69 Tata 15 12 588
Reliance 18 Tata 10 9 311
BSNL 5 19 44 17 89
Reliance 17 18 68
T.N.
Aircel 26 28 61
Tata 4 3 193
Reliance 13 15 79
BSNL 4 13 40
Airtel 25 22 131
Vodafone 27 18 200
Chennai
Kolkata
Aircel 26 26 51
Airtel 27 24 54 Operators MS 1 MS AG
Bihar
BSNL 6 13 42 Airtel 26 23 54
Tata 9 5 108 Vodafone 24 25 46
Airtel 40 39 196
Reliance 14 14 33 BSNL 14 13 61
Aircel 13 6 2355
Vodafone 18 17 80 Tata 19 16 448
BSNL 7 15 65
Reliance 16 17 112 Reliance 17 19 47
Tata 10 8 424
MS1=Add on‘s market share

MS=Market share
AG-Average Growth Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
UP(E) though fertile but low difference of RMS makes it
tough for new entrant, Delhi hard sell required. WB
Vodafone & Airtel gaining as BSNL loosing grounds, J&K-
Airtel
Assam need to protect against Reliance & in NE Reliance &
BSNL J&K Delhi
Operators MS 1 MS AG Operators MS 1 MS AG
BSNL 4 39 98 Tata 36 21 154
69 Reliance 15 15 30
U.P.(E) Airtel 48 110
27 Idea 10 12 47
Operators MS 1 MS AG Aircel 13 231
Airtel 18 24 34
Idea 10 6 180 Vodafone 18 20 30
Tata 8 7 470 MTNL 3 9 62
Vodafone 13 22 65
BSNL 24 27 83 H.P.
Airtel 27 20 153 Operators MS 1 MS AG
Reliance 18 18 83 Airtel 32 36 61
Reliance Tele 34 20 138
Aircel 4 2 400 W.B
BSNL 6 25 84
Idea 7 3 300
Reliance 12 8 280 BSNL 7 15 76
Tata 5 5 473 Airtel 26 21 148
Assam Vodafone 33 30 192
Operators MS 1 MS AG Aircel 11 7 300
Reliance Tele 32 24 107 Tata 7 7 4978
Airtel 19 24 11096 N.E. Reliance Tele 3 8 71
BSNL 16 21 81 Operators MS 1 MS AG Reliance 12 13 113
Reliance Telecom 19 16 138
Aircel 33 31 800
BSNL 24 31 91
Aircel 33 29 250
Total 100 165
MS1=Add on‘s market share

MS=Market share
AG-Average Growth Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
Key competition Market wise
Airtel
Airtel
Tata
Airtel
BSNL
Vodafone
Reliance
Airtel Market Key competition

Kerla Idea
UP W Vodafone
Airtel Orrisa Airtel
Chennai Airtel
Bihar Airtel
Vodafone Kolkata Airtel
Airtel TN Vodafone
UP E Airtel
J&K Airtel
Delhi TATA
HP Airtel
Airtel Assam Reliance
N.E BSNL
W.B Vodafone
Idea
Vodafone

Target competition market wise, concept of
pan India competition not right!!!

Thereby, Brick by Brick Approach

A brick-by-brick approach
National media
Bollywood For Awareness.
Also designed to trigger
passion points
Cricket Music
ACTIVITY LEVELS
Localized support
for a more customized,
One-on-one interaction.
Forms the bed-rock
of the strategy.
Leads to higher advocacy
WB TN Kerala Bihar UP

A brick-by-brick approach
lywood Awareness.
Passion points
Music
Higher
Intent
generation
Advocacy generators
Kerala Bihar UP

Movies
3 layered approach
2 pronged approach
1- High voltage celeb cutting across country
Celebrity Endorsement
2- Mid range celebrity high influence on P1
markets
Own this genre .(Filmfare/Stardust/IIFA)

Owning/Imbedding 1.Complete marketing integration and drive
celebrity shows contest/promo
2. Integrating brand themes
2 pronged approach
IN-FILM sequence 1. 2-3 big titles in a year
2. Carpet bombing

Cricket
2 layered approach
Continue with IPL ground rights

Building contest
On Ground
Training camps
Create properties which highlights brand promise

On Air (hyperlink)

Sports : What will deliver best ROI ?
9
7.9
8 Avg All India Rating Aircel
7 Cricket
6
Avg. Ratings
4
3
2.9 OWN
2 1.4
1 1
1 0.4 0.2 0.25
0.25
0
India India NI ODI NI Test Euro Ind Soccer F1 Tennis
ODI Test Hockey PARTNER
• India cricket is still the big grosser
• Soccer has seen rising interest levels in key metros and few states
• Hockey also showing signs of revival
• India is performing well in individual sports – F1 , Tennis. Ratings still small USE

Aircel
Which Sport to :
A part of brand communication Relevant Emerging sports

OWN
strategy Format eg. Twenty 20
Use Intelligently to fit brand Non India cricket 365 days

PARTNER
message Low entry level
Max visibility in a campaign INDIA cricket, high risk

USE
period expensive to OWN

Aircel
Which Sport to :
Relevant Emerging sports Own the 4 Os – On Ground,

OWN
Twenty 20 On Air, On Line & On-Players
Non India cricket 365 days Over 200 days on Non India
PARTNER
Low entry level Continuous Property & Spots
INDIA cricket, high risk Over 90 days of India cricket

USE
expensive to OWN Use : India Vs Eng , Pak & Aus
(19 ODI + 6 TM) = 49 days

Aircel
Which Sport to :
OWN Own the Os – On Ground, INR 120 crore

On Air, On Line & On-Players + on ground
Over 200 days on Non India

PARTNER Continuous Property & INR 1.85 crore
240 sec/day
USE Over 90 days of India cricket

INR 9 crore for
Use : India Vs Eng , Pak & Aus
240 secs/day
(19 ODI + 6 TM) = 49 days

Sports : The New Mantra of Deal
Making
CRICKET IPL, champions league
Outside Cricket Programming with CSK association through
IPL, champions league, Golf

On Ground
On ground
IPL-CSK
ODI
Champion League
Activation Print
Clinics Syndicated Column
Mini leagues Property creation
Cricket
TV
News : Integration
Sports – Program / Internet
Property Own Cricket
creation
Golf
Geography
Beyond specific
Cycling
Cricket Football
Opportunities!
Music
Rooforia
• Three of India’s Biggest artistes per concert
• People vote through SMS for the artiste they’d like to witness live
• Person with maximum SMSes during the promotion period, wins
• Chooses Band & Venue
• Venue could even be his/her rooftop/garden
• Aircel & MTV give you Music Amplified!!!
• Frequency – Rooforia every 45 days

• 8 Concerts!
• Full Concert Sound & Light Setup
• Colony buzzing with news of Big Band performing at winner’s house
• Promo (30 sec) - 5/day x 15 days

• Winner Spots (60 sec) - 5/day x 10 days
• Per Gig Exposures – 155BB
• Total Exposures across 12 months – 1240BB
• Titling on property
• Integration in composite logo unit, Integration of tagline Creation of
property customized to brief
• Tags on promos, winner spots
• Carriage across all collaterals off-air, PR
• Integration in graphics, packaging
Get ready to rev up your nights on
Vijay TV with… AIRCEL NIGHT SHIFT
Late night film music show – Mon to Thr @ 11.00-11.30pm
-Distinct “characters of the night” host each weeknight
-Each host is a persona with varying music preferences
- Five songs in an episode with an underlying theme, linked

with rejoinders from the host
Mondays: The lone watchman Tuesdays: The Nurse
Music: Old Classics Music: Romantic Melodies
Setting: By an old Bungalow Setting: The ward / cabin
Attributes: Lost in thoughts, Attributes: Chatterbox, Loves Heroes,

Retro Fan Wannabe film star Branding Opportunity
Wednesdays: Call taxi driver Thursdays: Party goers
Watchman - radio shall mildly play the Aircel jingle.
Nurse - a small Aircel phone booth cabin
Music: Dance Numbers Music: Latest Hits
Call Taxi Driver - In taxi Aircel logo
Party goers - The street walls posters of Aircel as backdrop
Setting: His taxi / Tea stalls Setting: By the alley
Attributes: Madras slang, Moody Attributes: Intelligent, Dancer, Witty While the songs play, there will be Aircel bugs that will
prompt for song download and other Value Added
Services for viewers
-Total activity: 52wks, Episodes: 208
-Investment: Rs. 2crs, AFP cost + Fixed spots on Show + FCT across channel Channel promos to promote the character of the each
day
Challenge 1 - Anecdote
How to move Aircel in consideration set?
• Focus on Intent over Awareness and Attitude change

– Driving Advocacy for brand as it comes prime intent driver for the category
• Bottom Up Approach to drive the customization of Aircel as ‘My Brand’ at the market to
market activation
• Psychographic targeting and activation on Passion points of target customers,

– Cricket - Property Activation, Spot Buys ,IPL, Champions League giving a halo &
Celebrity Endorsement
– Bollywood – Filmfare Awards , celebrity Endorsement, InFilm
– Music – Rooforia…

Challenge 2
How to position Aircel in high spend category?

• Understand competition
• Understand market and investment in relation to market fertility
• Optimal Spends for Aircel
• Activating Contact Points
– Using media tools of SMG to drive efficiency
• Planning
• Buying
• Scheduling

Understanding of competition

Media competition
Category
INR 2046 Cr spends in the category with 52 :18 : 5 : 24 split of TV : Print : Radio: OOH on
National level. Online is just 0.4% of the pie.
Top 3 players are Reliance, Airtel & Vodafone which contributes to 69% of total SOE.
TV
Total Category GRPs 70863(C&S),51272(Non CS) , Total spends of Rs 1057 Crs
Top 3 players contributing to almost 76% of GRP's, with Airtel leading the category. Reliance & Vodafone
having equal SOE. Category peaks in November in terms of seasonality. Wide genre mix covering Mass,
Regional, Sports & News mainly.
Preference to 30 sec & 20 sec creative with weightage of 27:14 respectively.
Print
3508315cc of space consumed in the category and highest space consumption is by Reliance - 31% of
overall space consumption.
Category operating with small format ads - 60cc .Focus is more on Inside right page.
Huge preference on Color with main focus on Main line Dailies. Maharasthra & AP emerge high in terms
of market focus
Media competition- Cont’d…
OOH
Close to 500 Cr. Category. Airtel leads in terms of Spends with 22% SOE followed by Vodafone.
Metros like Mumbai Delhi & Kolkata form the focus markets with more than 25% share of spends
Online
About 8 Cr. Annual Spends .
Airtel with 5 Cr. emerges as the highest spender with close to 42% SOE.
BSNL, Idea and Vodafone also active on online.

Implications
• High investment category

– Battlefield for category – TV, OOH & Newspaper

Understand market and investment in relation to market
fertility

J&K, HP low on Cont/Growth metric
& low on market volume
% Growth
L<50 M'50-70 H>70
H T.N
>6 Delhi
U.P.(E)
CWG Index
M W.B
Kerala
% Cont
250
4-5 U.P.(W)
200
L<3 Chennai
J&K Assam Orissa
150
Kolkata N.E
H.P
100
50
J&K
W.B.
U.P.(E)
Orissa
Assam
N.E.
T.N.
H.P.
U.P.(W)
Bihar
Delhi
Kolkata
Chennai
Kerala
Indian Readership Survey 07 R2
Delhi, J&K, HP & Kerala showing <60%
growth with relatively higher Penetration
level %Penetration
140
120
%YG
'05-'06 '06-'07 '07-'08 100
250
80
200
60
150
100 40
50 20
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Indian Readership Survey 07 R2

Priority Markets
Though Kerala & Delhi in priority 2 markets, however launch markets so we need to focus
Priority 2
Priority 1
Kerala
Basis
UP(E) Delhi Growth%
UP(W) Calcutta Contribution
ROTN Orissa Volume of market
Chennai NE Growth Trend (past 3 years)
Mobile penetration in market
ROWB
Bihar

How much to spend in this category as Pan India player

ASSIGNED
VALUES FOR
BRAND MASTER Worksheet STEP 1
ANNUAL $ LEVELS STEP 1 250

HIGH 300 200 These were pulled from AdEx for the Brand Category 125
MEDIUM 150 100 63
LOW 75 50
EVALUATION
STEP 4 STEP 5
How hard it becomes to sell the consumer The indices are
designates the weight levels, easy sells judgements on
Category Level
mean that the brand can spend at lower how important
STEP 3 levels. Harder sells require more weight. each factor is in
STEP 2 A judgement is made on how the brand's situation vis a vis the The weight levels come from the analysis selling to the
The factors were selected through an analysis factor makes it easier or harder to sell to the consumer. of the category above. consumer.
of the category and the brand CONSUMER IMPACT WEIGHT IMPACT IMPORTANCE % OF TOTAL ASSIGNED
FACTORS HARD-SELL EASY-SELL IMPLICATION INR LEVEL (Cr) INDEX INDEX VALUE VALUE
CATEGORY LEVEL
Mature Mass Market
Number of Brands
Brand Level
Many
Grow ing Moderate
High
$
$
125
250
300
300
13.0%
13.0%
16.3
32.5
Consumer Involvement Low Low $ 63 200 13.0% 8.2
BRAND LEVEL
SOM Goal Moderate Moderate $ 125 300 20.0% 25.0
Brand Promise High High $ 250 50 2.3% 5.7
Pricing Average Low $ 63 300 10.0% 6.3
Consumer level
Distribution Average Moderate $ 125 50 2.3% 2.8
Purchase cycle Long Low $ 63 50 2.3% 1.4
Brand Lifestage Grow th Low $ 63 300 13.6% 8.6
Leadership Status Launch Low $ 63 100 4.5% 2.9
Consumer Aw areness Level Low High $ 250 150 6.8% 17.0
Perceived Performance High Low $ 63 50 2.3% 1.4
New s High Low $ 63 50 2.3% 1.4
RECOMMENDED LEVEL: $ 130
Ideal recommended spends INR 130 crs

Activating the Contact Points

Contact points
TV

Differentiation @ planning stage
Driving efficiency for Aircel
• Benchmarking
• Assigning optimum weight on NCS
• Saving
– planning
– Scheduling
– IMX clout

Defining the weights TV
Key issues
Defining weights-
Apollo Estimator 1- GRP targets

2- Media
Starcom Proprietary tool optimality of r/f build up

Aircel plan optimization @4+
BRAND: Aircel
Imp Lower frequency RANGE 1+ to 5+ Higher F requency
BRAND F ACTORS
Brand lifecycle 1.5 E s tablis hed brand 1 New brand/Launch 6+
Brand Objective 1.5 Maintaining s hare 1 Increas ing s hare 5+
Ads tock (His toric Advertis ing) 1 Recent 1 Not Recent 5+
Receptive Target 1 Receptive 1 Unreceptive 3+
Involvement level of category 1.5 High involvement 1 Low involvement 5+
MARKE T/ME DIA F ACTORS
Competitive clutter 1.5 Little & Ineffective 1 Heavy & E ffective 7+
Media clutter 1.5 Little Clutter 1 Much Clutter 7+
Marketing S upport 1.5 F ully integrated 1 S upport very low 5+
COMMUNICATION F ACTORS
Ad Lifecycle 1.5 E s tablis hed ad 1 New Ad 7+
Mes s age Delivery 1 S imple Mes s age 1 More complex mes s age 1+
Role of Ad 1 Reinforce attitude 1 Change Behaviour 4+
S ize of ad 1 Longer unit 1 S horter unit 1+
Ad Mes s age 1.5 Appealing propos ition 1 Lower appeal propos ition 2+
No. of executions 1.5 S ingle execution 1 Multiple executions 5+
Importancd : Hi - 1.5, Med- 1, Low - 0.5 Recommendation 4+
APOLLO: THE EFFECTIVE FREQUENCY ESTIMATOR

Reach inflexion 67% @4+
Cost efficiency is the key parameter
%Reach
Need to look beyond pure CPRch
80 => Cost / incremental reach
70 70
67
63 64
60 59
57
54
50 49
40 41
32
30
20 21.3
10
7.8
0
100 200 300 400 500 600 700 800 900 1000 1100 1200
Measure chosen = (Incremental cost / Incremental reach)/ (Cumulative cost / Cumulative reach)

Key question how much on satellite vs Terrestrial
Bihar, UP, ROWB, Assam, HP low on C&S penetration!
100 97
90
85
80 81
80
Penetration %
64
60
50 50
40
32 30 30 32
20
0
Assam
ROTN
Rest of WB
J&K
Kerala
Kolkat a
Orissa
UP
HP
Delhi
Chennai
Bihar

Assigning Terrestrial/Satellite weights
Sat
GRPs
75%
GRPs
100%
Terrestrial
GRPs
25%

TV Planning

Two pronged TV Strategy to widen
Reach
Mass entertainment
1. 5 top programs on GEC IN-PROGRAM EMBEDDING
• In-prog embedding 2. 1 min sequence in each episode
Special interest genre

1. Creating property around Passions
• Property creation 2. Associating with properties
+ • High Reach property
Association with existing one • High Passion, low Reach properties

Sponsorship Strategy
Key to build visibility- Promo tags
Sponsorship choice has to be mix of the following-
• Property creation
• Established programs
– Guaranteed TRP
• New programs
– Higher promo to build visibility
Promo tags need to be used strategically
Recommend multiple creative tags for different product offering
Use of Passion points for sponsorship choice

Building efficiency at planning stage

Tardiis for Aircel
• Show of strength at two levels-
– Improved performance on current markets
– Addressing the needs of a growing business

Tardiis optimization ~ saving of INR 142 lacs/month
at planning level, resulting ~ 28% savings on
investment
Tardiis TAM
Reach in P1 Markets 67% @ 4+ 67% @ 4+
GRPs 1175 1127
ACD 30 30
Monthly Cost 397 Lacs 539 Lacs
Skew to TA -
Saving of 17crs in 12 months

TN- Current plan when optimised on Tardiis
Actual Past Plan Tardiis
Reach in P1 Markets 53% 67%
GRPs 1000 1283
ACD 20 30
Monthly Cost 42 lacs 52 Lacs
Skew to TA -
Assumptions:
1. Ensured minimum require investments on all Channels
2. No zero TVR spots
3. National Affinity Plan- spends shown on TN channels only
Building efficiency at scheduling level

1. Defining half life and applying that for Aircel for better EFFICIENCY
2. Continuous / Flighting, which scheduling works better for brand

Advertising impact will be reduced by 50% if
campaign goes off air for more than 10 weeks
High frequency needed for the brand
Brand, Client & Country Aircel, Dishnet Wireless service/India

Completed by Deepak
Results
Job description
Date
Pan India Launch Aircel Half Life Weeks To Use 10
16/06/08
Reach or Frequency? Emphasize Frequency
Please enter whole number
estimates for these three
Brand size (category volume %) 4

Brand price (index on category 100
Annual TRPs (30: equivalents) 70863
For each following scale, enter in the box a number between 1 and 5 inclusive:
1 or 2 if you agree with the left-hand description
4 or 5 if you agree with the right-hand one
Brand and Mark etplace
Brand objective is Maintenance 5 Increase
Our non-advertising support is Heavy 5 Light
Shoppers’ loyalty to competitive Low 4 High
Competition from other advertisers Light 5 Heavy
Advertising
Campaign priority Short term 4 Brand build
Purpose of the ads is to Reassure 5 Change
Repetition of the message is Unnecessary 5 Needed
Recent ad support has been Above average 5 Low or none Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
3 scheduling Patterns analyzed to arrive
at the best scheduling model
BAT’s Efficiency Score identifies which scheduling pattern is best
Scheduling Total TRPs On-Air Wks Eff. Score Investment
Option 1 475/wk 52 110 INR 47.6
Option 2 475/wk 40 110 INR 39.7
Option3 475/wk 44 90 INR 42
Continuous strategy with 3 weeks on air in a month, wk1, wk2 & wk4 gets as much adstock as 52wks

Building efficiency at Buying level

The IMX advantage:
Savings on the National TV Plan worth INR 31.6 crs
Rs 31.6 crs
50
45
25%
9.97
15cr
40
35
30 15%
19.9
Value ads 9 cr
25
Better Position 20
15
10 11.5
18.7 %
Improved Costs 7.6 cr
5
0
Rs crore

Case Study
Tamilnadu
Nestle is one of the biggest client active in Tamilnadu.
A case study of deliverables achieved and the learnings which

could be applied for AIRCEL

ROI Guarantee : Better Spot Positions on TV
Potential to increase
9000 90
8000
79 80
7000
74 70
66
6000 60 60
Total Spots
5000 Premium Spots 50
Premium Spots %
4000 40
3000 30
2000 20
1000 10
0 0
Munch
Sunrise
Nestle
Aircel
Data Source: TAM Adex

Nestle TG: 4-14 All Adults, ABC
Aircel TG: 15-34, Males, BC
Hyundai: 25-44, Males AB
Premium Spot positions: TN
Aircel Munch
120%
100%
100%
80% 75%
62% 61% 63%
60% 56%
42% 45%
40%
20%
0%
Events TFF News Serials

TG: 15-24 M SEC BC CS Homes
Markets: TN Market

ROI Guarantee : Reduction in % of Zero
Efficient Buy
Potential to reduce
1400 60%
53%
1200
50%
0 TVR Spots
Total Spots
1000
Ratio - 0 TVR to Total spots
40%
800
28%
30%
600
20%
400
200 0 10%
0 0%
Aircel Munch Santro Xing

Nestle TG: 4-14 All Adults, ABC
Aircel TG: 15-34, Males, BC
Hyundai: 25-44, Males AB
INR 56.9 cr worth saving for Aircel in TV
media
32.5 crs savings, excluding value adds
25
20
15
24
10
17.04
5
7.9 7.6
0
Planning Scheduling Buying Value add
Fig in crs
Effective frequency for new creative?

1. Target Factor
2. Message Factors
3. Historical media Factors
4. Planned Media Factors

Using Wear out learning
• After 32 frequency we should change creative for higher ROO in terms of

audience response to the creative
• In absence of that we can optimize the value by coming back with the same
creative after 10 wks
– Half life defined ~ 10 weeks for this category
• In a year, we require at least 3 creative for optimal usage.

Key implications
• Setting right objective basis brand needs, not driven by

competition
• Using right channel & genre mix to arrive at genre & channel mix.
• Activation of passion genre is key for engagement
• Need to go with 3 weeks scheduling strategy
• Need to have 2-3 creatives in a year to have optimum and desired
response from TG
• At buying level- key to drive efficiency
– Reduction of 0 TVR spots
– Placing ads in premium positions
– And focus on value ads
• Promo tags needs to be used strategically to drive efficiency in
overall communication plan and maintain visibility when brand off
air
Print Planning

• Regular print for reach
Print Strategy • Creating relevance of Print media for target customers

– Like news update for student community
– Commodity column for Housewives
– Associating with Movies update section
• Press the button of advocacy
• Explore possibility of tie up with leading publication in key
markets to drive efficiency
– Leverage strength of media owners’ other media
properties
– Subscribers under circulation drive.
– Public Contact campaign (PCC) with the support of
Newspaper’s circulation force to reach directly to
readers and communicate our message
• On Ground events with a print Push such as Road shows,
melas in mall activities with the support of leading papers
Town Model Activation in major cities
Drives Activity Objective

Relevance creation Creating section that intrests Target clusters Engagement & Advocacy
Association at Passion Points Movies update section Engagement & Advocacy
Fixed Property Page 3 property for long sustenance Engagement & Advocacy
Levaraging other properties e.g like Radio, Events, editorial support Bring Brand closer to TG
On Ground Events Association at ground level on social issues Drive PR & Advocates
Personal contact campaign with support of
Circulation Tie Up
circulation force to reach TG directly Customised Reach
Marketing Tie ups Partner with media owners on key events Bring down the cost of publicity
Print Houses – Strategic Alliances for better ROI

Print plan
basis Reach, Affinity, CPT
For E.G Delhi as a Market
Publication TG Universe Profile TG% Universe % Affinity Index CPT CPT Index
The Times Of India 333 2221 15 20 15 132 2396 45
Navbharat Times 257 1982 13 15 13 114 1074 100
Hindustan Times 221 1686 13 13 11 115 1824 59
Hindustan 176 1033 17 10 7 150 1527 70
Punjab Kesari 153 870 18 9 6 155 1307 82
Total 1694 14887

In Print, INR 26.45crs plan will be bought for INR
14.42crs. Savings of INR 12.04crs
Market Publication Size Insertions Card Cost Nego Cost Savings % Annual Inc. * Final Cost value Ads
Free Ads in Grafiti

R/o WB ABP 400 12 52.56 39.42 25% 10% 35.48 worth rs 10 lacs
Free Ads in Brunch
Delhi HT 1727 6 217.60 163.20 25% 7.50% 150.96 worth 16 Lacs
600 12 151.20 120.96 20% 7.50% 111.89
Bihar Hindustan 600 12 90.00 76.50 15% 5% 72.68
Orissa Sambad 600 12 37.80 21.60 43% 0 21.60
Free ads in Metro

R/ o TN Hindu 600 12 46.80 42.12 10% 10% 37.91 Plus Worth rs 5 Lacs
Thanthi 600 12 36.00 25.20 30% 5% 23.94
Free FCT in MM
News Worth rs 10
Kerala MM 1727 6 182.37 137.09 25% 5% 130.23 Lacs
600 12 126.72 105.84 16% 5% 100.55
Mathrubhumi 1727 6 137.40 79.27 42% 0 79.27
600 12 95.47 61.20 36% 0 61.20
Free Ads in Jhankar

UP Dainik Jagran 1727 6 354.38 208.90 41% 7% 194.28 Worth Rs 15 Lacs
600 12 246.24 181.44 26% 7% 168.74
Free Ads in Weekly
Pullout worth rs 10
Amar Ujala 1727 6 219.78 103.62 53% 10% 93.26 lacs
HP 600 12 152.71 90.00 41% 10% 81.00
J&K Amar Ujala 600 12 18.72 11.52 38% 10% 10.37
Assam Assam Tribune 150 12 18.00 12.60 30% 0 12.60
Kolkata ABP 600 12 157.32 111.54 29% 10% 100.38
Chennai Hindu 1872 6 185.33 157.53 15% 10% 141.78
600 12 118.80 100.98 15% 10% 90.88
Total 2645.20 1850.52 30% 1718.98
Saving on Card Cost 2645.20 1850.52 926.22 35%

Positions Savings 277.58 15%
Value Adds 0.66 0.04%
Total Saving 1204.46 45.53%
Thinking Out of The Box

Uttar Pradesh
• Editorial tie up with main publications

• Amar Ujala and Dainik Jagran
•Fixed size island position on Page 3
•Front Page Innovations for Launch

•Text Wrap on Front Page
• False Cover
• On Ground events with a print Push such as Road shows, Melas in mall activities with the
support of leading papers in major cities

Markets ahead - Kerala
Front Page text Wrap

Rs. 20 lacs gross

Markets ahead - Kerala
Back Page text Wrap

Rs. 25 lacs gross

Radio Planning

Aircel City Happenings – Advocacy at Work
2 Key components
• FCT
• Integration/Branding
• Focus on content creation, ground activation, RJ integration to drive “believability” for

brand
• Marketing tie- up for existing property to bring down the investment and drive efficiency.
• Create segments on Radio station for our key target segments
– Ownership of some popular property for a long term say 6 months Like- Aircel
City happenings etc
– Brand Integration into one of the musical countdown show and name it as “Aircel
Top 20”
– OB Link activity where RJ speaks to its correspondence while Aircel tune rings in
the backdrop

Radio
Usage of the Media asset
• A barter tie - up with the Radio channel at the

broadcaster level
– All the subscriber of Aircel have a software
mandatory BIG FM caller tune.
– While BIG FM across its stations has an extended
Aircel caller tune immediately after their station
signature tune
Saving of INR .95 crs at investment
of INR 3crs
100%
80% Integartion,
0.45
60%
40%
FCT, 0.5
20%
0%

Driving Efficiency through IMX Clout

IMX brings Media Clout tondAIRCEL
The 2 Force
Lodestar 720
India’s 2nd largest
Initiative 840 buyer of mainstream media
[TV, Print, Radio, Cinema]
Madison 1200
IMX 1800
Group M 3200
0 1000 2000 3000 4000

SMG and Market Estimates

Strength in all mediums
Leadership . Effectiveness. Efficiency
60
TV
50 Print • Television
40
• 200 Crore on GEC
INR INR • 1OO Crore on Star alone
30
900+ 800+ • 70 crore on News
20
cr cr • 18-20 crores on NDTV
10
Radio
• Big in Southern markets, 200 Crore
0
• IPL: Buy at an IMX level 50 crs
Print TV Radio
• Leverage available monies for a

preferred partnership status with the
identified network
% C ont r i but i on S pa c e •Consolidate scale
•Derive benefits across clients
14
10 9
7 7 6 7
ABP Bhas ker BC C L J agran M Thanthi Hindu

Manorama
A force to reckon with in print
11% overall share of all print
A client roster to be proud of

Analyzed FY’07 Investments : Actual Vs
Market Operating Rates
22% Savings in Total

15% Savings on TV
26% Savings on Print
Media Executed Market rate Savings % Savings

TV 693 816 123 15
Print 1026 1395 369 26
Total (Rs. Lacs) 1719 2211 492 22
Radio to be added
Period : April07-Mar’08
Investment Model
1. Better Rates
2. Premium spots
3. Value additions

The IMX advantage in TV : 42% savings
4
Rs 2.92 crore
3
positions- premium waive offs 0.25
2 1.44
Value additions
1
Improved Costs 1.23
0
0

The IMX advantage in print : 66% savings
10
8
Rs 6.77 crore
7
6
2.05
Better print positions- premium waive offs
5
1.02
Rate extension or freeze 4
2 3.69
Improved Costs
1
0
Rs crore

The IMX advantage:
Savings worth 44 %
Rs 9.69crs
10
0.25
9
1.44
TV savings
8
Rs 2. 92 crore
1.23
7
Value ads 1.02
6
Premium Spots
5
2.05
Improved Cost TV
4
Innovations / Value ads
3
Better print positions- premium waive
offs 2 3.69 Print savings
Rs 6.77 crore
Improved Costs 1
0
All Media
The Partnership

A team of experienced buyers
hand-picked from the industry
• 15 people strong
• Across 4 geographic locations
• Strong relationships with media owners
Mr. Raaj Nayak Mr. Rohit Gupta,

CEO, NDTV Media CEO, SET India

Successfully passed the acid test
across clients
Client Result
HP Dailies : 17% better than par score

Magazine : 30% better
TV : 22% better than average market rate
Nestle TV: 25% better than average market rates

Highest rating enjoyed by India amongst all global markets.
Samsung On-going, 1st quarter TV ratings: 20% better than average market rates
Hence, delighted Clients

Mr. Asim Warsi Ms. Ritu Raizada, Mr. Shakeel Anjum,
General Manager, Marketing, Media Manager, Marcom, Group Brand Manger,
Samsung Nestle Hyundai

And reason to be
Scale in context offerings from IMX

A robust approach to ensure
efficiency & impact

Robust benchmarking system
80 active
clients Query on all Additionally
basic parameters
INR Spend Range Big Property

1800 cr Location specific Exclusive Deals
By Time Period By % Pure Prime
By CPRP Range
% Prime
Includes self
+ market
benchmarks

IT-enabled systems developed in-
house to drive operational & deal
management efficiencies: i-Deal
• Web based Deal System Enabler
• Working seamlessly with the transactional system Starscape
• Enables a deal tracking system which is
• Speedy
• Accurate
• Transparent
• & Instant
• A step forward: clients will be able to download the MIS at a click of the
button

IMX syndicated research, on impact of the
Title sponsorships
Methodology : • Impact of Title Branding on the
• House-to-house random sampling Consumers’ Mind

• Face-to-face interviews conducted
• Extent to which consumers recall
Target Group :
• Males/ Females the title branding of TV programs
• Belonging to SEC A BC households

• Impact on Sales if any
• Age between 15 to 44 yrs
• Those who watch TV regularly –

more than 10 hrs per week
Centers and sample size :
Mumbai, Ahmedabad & Lucknow
200 each
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved. Copyright @ IMX
IMX syndicated research
Brand Elements Recalled
Heavy Light
% mentioned All Viewers Viewers
Base: Those who have watched the program 509 198 311
BRAND/PRODUCT SHOWN IN BACKGROUND 57 62 55
Shows brand logo 13 20 8
Its written at back 12 15 11
• Branding is the most recalled
Brand name is written on it 9 6 11
Brand name comes written 6 6 7
• Branding becomes most powerful
Brand name written on banner 5 3 7
BRAND/PROGRAM NAME RECALL 12 12 12 when the association with the
They say "You watching Hero Honda Sa Re Ga Ma Pa" 4 4 4
Hero Honda Sa Re Ga Ma Pa written in whole program 3 5 1 program is more than 3yrs+
Hero Honda vehicle is park 2 2 3
ANCHOR PROMOTING BRAND 11 8 13 • Anchor mentions is the 2nd most
Speaks during break 3 2 3
recalled
Speaks name with program 2 3 2
ANCHOR RELATED ELEMENTS 8 7 9
Shows Anchor 3 3 4
Shows Aditya Narayan 2 3 1
Others
Promote with song 2 3 2
Kids promote it 1 1 1
People sing song 1 1 1
NOTHING/ DKCS 14 13 14
Intent to Purchase Brand is higher for FMCG
brands
12 6
18 20
29 28 28
27 No effect on
48 purchase
42 intent
68
67
49 Was already
61 40
47 41 42 using the
brand
30 32
Purchased /
22 25 24 21
Decided to
17 17 18 20 Purchase
15 15
Amul Star Voice of
Dabur Vatika Star
Pantaloons Femina
Hero Honda Sa Re Ga
Garnier Fructis Nach
Nokia Star Screen

Hero Honda Roadies
Parivar Awards
Sunsilk Jhoom India
Airtel Bol baby bol
Miss India
Awards
Titan Antakshari
Baliye
India
Ma Pa

Implementing the take outs from
the research

Aircel- Kolkatta launch
Objective
Impact launch in new market
– Use of Aircel brand colors in integrated logo
– Branding on Stage, floor branding
– Anchor mentions across all 50 episodes
– On An average 3 Aston bands / episodes
– Integrated Bug
– Branding of Audience Score card / Audience poll
– Aircel Network connection to the eliminated pair
– Mr. Praveg Gupta regional head for East to give
away the prize to winners
Deliverables to Aircel # No. Episodes Dur. FCT

Integrated logo on the dace floor 8 50 10 4000
Anchor mention during the show 5 50 2 500
Aircle logo flashes before going into a break 3 50 15 2250
Team Introduction: Aricel logo in the backgroud 5 50 5 1250
Behind the Anchor 2 50 5 500
Aston Band during the show 5 50 15 3750
Audience Score Card 1 50 10 500
Aircel Network connection to the eliminated pair 1 19 10 190
Mr. Praveg Gupta regional head for East to give away the prize to
winners 1 1 240 240
Grand Total 13180
Average Secondage/episode 264

Integrations in South
• Koffee with Suchi

– Celeb talk show on lines with Coffee with
Karan
– Title sponsorship
– Biggest channel initiative for the quarter
– 360 degree promotion
• On air (Star Vijay )
• On Out of Home ( outdoors in Chennai)
• On Print (Local Tamil Daily)
• On Line
• Usha Uthup one of the guests sang the Nescafe

song which was the jingle which she had sung

Nestle Munch: Junior Star Singer on
Asianet
• Nestle
– Kerala being the priority market for Munch
– Tie-up with the most hyped reality show for Kids
for 52 weeks
– Anchor mentions, introduction cards, Aston bands,
Special Nestle audience for Onam episode
-----Original Message-----
From: Chand,Nikhil,GURGAON,CHOCOLATE & CONFECTIONERY
[mailto:Nikhil.Chand@IN.nestle.com]
Sent: Friday, July 18, 2008 9:11 AM
To: Mona Jain; Raizada,Ritu,GURGAON,CC; Phukan,Sanjit,GURGAON,CC
Cc: Tarannum; pgogoi@imx.net.in; ZO_Yoginder Jain; Satyajit Sen;
Sirohi,Anamika,GURGAON,CHOCOLATE AND CONFECTIONARY
Subject: RE: MJSS
Thanks Mona. Just to give you feedback on the great internal response we have had on the
Asianet MUNCH proporty -- Good show !! Cheers Nikhil

One of its kind deal- IPL

ROI Improvement: IMX
• IMX identified Indian Premier
League potential prior to other
agencies • Massive additional value delivered to
Hyundai:
• Hyundai final negotiated deal
included:
Forward buying commitment
ensured spot rate 45% lower than
rest of market (Rs 1.9 lakhs/10”
vs. Rs 3.5 lakhs/10”)
Car category exclusivity- blocked
all cars on the event
Free on screen integration with
10 ashton bands every live match Total buy of INR 50 crs
Free commercial time worth Made inroads with non-IMX clients
ITC : IMX rate 2.1; ITC rate
additional 12.5% on total deal 2.45
More than 6,400 5” promo tags Wipro : business out of
Lodestar
across Sony network included
Online Planning

Digital Strategy
• Focus on the highest concentrated audience online – Youth (13-24 yrs)

across SEC A B, C, D
• Ride on their key passion points and use tactics that will generate word of
mouth, thus generating affinity and maximizing reach.
• Generate a database of relevant users which could be used by Aircel for

tactical promotions post launch.
Youth Online - Snapshot
42% of all internet users

are between the age of
13 – 24 yrs
76% of the youth online

are between the age of
19-24 yrs
Over 70% of the online

youth comes from SEC
B, C and D.
Source: IAMAI, Juxtconsult

Preferred Activities Online
Music Instant Messaging
Dating & Friendship
Online Gaming
Access
mobile
content
Sports Content
Social Networking
Source: IAMAI, Juxtconsult
Competition Snapshot
• Active Brands:
– Airtel, BSNL, Idea, Virgin Mobile, Vodafone
• Popular Campaigns:
– Airtel corporate campaign: Barriers break when people talk
– Idea Rocks India campaign
– Vodafone: Happy to help campaign
• Overall category spends: Approx 12 crore in Jan 07-YTD
• Highest spender : Airtel ( Approx 5 crore on mobility)

The Approach
Launch Plan
Content
Sponsorsh
ip
SMS Push
Viral
Marketing
Free
downloads Contests
, content
Rich
Media
Banners
Aircel Viral
• Theme:
– We could use create a spoof/comic take on the Aircel - Airtel
name similarity.
– The viral could follow have a Bollywood theme showcasing either
the brand ambassafor ( if any) or any popular comic charatcer.
• Viral seeding:
– Though popular youth channels like Orkut, Facebook
– Though video sharing sites like Youtube, Rediff Ishare
– Blogs
A good viral can reach anywhere between 8-10 lakh
pageviews in a months’ time.
Launch Innovation – Yahoo Homepage Skinning
On the day of launch, the

homepage of Yahoo.co.in
or Yahoo Movies can be
branded in Aircel colors.
This will ensure huge reach

and visibility for the brand.
Bollywood related Mobile content
Why?
•High audience affinity

•Provides for a branding opportunity on user’s
mobile
Possibilities:
•Brand ambassador /Celebrity based ringtones
and other downloadble content
•Aircel Popular ringtones and downloads made
available for free
Content Sponsorship-Cricket
Why?
•High audience affinity
•High reach and exposure
•Cost of association is economical
Possibilities:
•Sponsorship packages on any forthcoming
series: India in Sri lanka, ICC
Champions
•Various Sonsorship Packages available
•Avg cost of association: 5-6 lacs
•Typical traffic received per tournament:
50-60 milion page views
•Avg Unique Visitors per series: 20-25 Million
Launch Innovation – Call for free
Free calling service by a popular

Social Networking Site.
Sponsorship of the same will provide

Aircel with the following:
•Branding on the site

•Aircel Jingle and Banner presence
while calls are placed
Sustenance
• Tactical campaign based on the service offering:
– Campus packages for youth

– VAS promotion
– For youth: joke, admission, examination dates alerts
– For housewives: Recipe/ Cooking tips alerts
– Mobile application promotion ( Content based: news, sports, video etc.)
(Permission based/ Opt in alerts to the database collected at the time

of launch )
Activity Flow Chart
Internet Activation plan – Viral Mobile Activation plan – Wap

display, microsite contest site, Lead capture banners
Internet landing page Mobile landing page
Capture user
user details –
Name, Age, City, Mobile#,
Interests
Post the promotional activities, these

consumers can be contacted from time to
time with brand specific communication.
Genre & Site Mix: Indicative List
Genre Websites
Portals Yahoo Rediff MSN Sify I ndiatimes
Social Networks Facebook Orkut Myspace Big Adda Fropper
News I bnliv e.com Ndtv .com Expressindia Timesofindia
Ad Networks Ozone Tyroo Mediosone
Sports Cricinfo Cricketnext Cricbuzz
Bollywood Bollyw oodhungama I ndiaglitz
Video Youtube Vidopia
Music Smashits.com Ragaa.com
Gaming Zapak
Site & Genre Selection is based on

TA Insights , Market intelligence, Context & Relevance, Popularity & Traffic,
Availability of large clutter breaking ad units, Cost Efficiency
OOH Planning

Two Layer Approach
Imagery
Creating land mark site
Product
Catchments area

1) Sustenance
2) Tactical Campaign
Rather Than following Sustained outdoor spend through out the year
We should break the budget into Sustained and Tactical. This will give
us minimum savings of 20-25 % without compromising on visiblity.
Savings of 20-25%
Sustained spends(Rs.120lacs)+ Tactical(Rs.20lacs) < Sustained spend Rs.180lacs

Three Layer Approach For Sustenance
Layer-1 - Drive perception by media choice at the heart of the City Commercial locations by choosing Iconic
Sites
- Drive Imagery and reach covering major Arterial roads.
Layer-2 – Reach were your Customers are. Catcment Area . Low cost High Recall mediums. Island Branding.
Layer 3 – Innovate and create talking points on select iconic sites.

Innovation
Catchment Area
s
Arterial Roads
City Centers
Heart of City
REACH
PERCEPTI
ON
Iconic Sites Examples
Layer-1
Put Up Neon at High Commercial Zones
Aircel, dynamic neon which can be put up in
select Cities at important Commercial Point. This
will create Talking point and drive imagery and
perception about brand.
Iconic Sites example……….
Layer-2
Reach Your Customers
Colony Activation
Branding at Entry Exit Main Entrance Gate of resdidential colonies
You Are here
Guide Map of R-Block,Greater Kailash
Colony Guide Map

Low Cost frequency Builder Like Island Branding & Park Branding
Own a Zone Concept acts as Frequency Builder
Layer -3
Selective innovation
3D effect using flat bed printing technology

Effect Like Splash of water can be created
Such effects can be brought in our creative as well Option-A

©SMG Copyright, 2008, all rights reserved
Structured for Success
India Management
IMX – Mona Jain

Strategy
Consultant Broadcast Print
Tarun Ahuja Head – Broadcast Head- Print
Unit Head Tarnuum Javed
Deepak
Finance &
Billing Team
Implementation Group Head

Team Senior Planner Finance Head
Harbir Shikhar
Manager
Raja Kumar
Billing Exec
Executive-
Bhudeb
Richa TBD
Teekam CPU
Starcom –Team for
Aircel -Chennai
General Manager
Naresh
IMX
Implementation Account Manager
Team TBC
Finance Executive
Manager
Executive
Director – Delhi - SPOC

Additional Value of 83 Crores
Total Starcom Total

Media Segments Investment offer Saving Value add savings
Planning &
TV Scheduling 65 40 25 25
IMX Clout 8 24 32
TV Savings 65 40 33 24 57
Property
Creation Filmfare 10 8 2 2
Newspaper Planning & Buying 26 14 12 12

Magazine 1 1 0 0
Print Savings 27 15 12 12
Radio 4 3 1 1
Planning & Buying
OOH 20 15 5 5
Online 0.80 0.68 0.12 0.12
Other mediums
Savings 25 19 6 6
Total 117 73 59 24 83
Also – Most Imp Point…
Transparency is the Hygiene Accountability
• We have only one source of revenue - Our Client

• Most of our negotiations are Client specific and deal
documentation is always submitted to Client
• Volume discounts, if applicable, are always passed
on to Clients
• Agency Deals are also open to scrutiny
• We are open to all financial and process audits
conducted on behalf of the client
Annexure
Rural Activation
Aircel
An approach note presentation by Xpanse Asia

What will Activation Do
Low
Supplement
Market Penetration mass media
Category expansion Category expansion
through education through education
Launch Status
Launched To be Launched
Build preference
Complement
mass media
High
Media reach
Leveraging passion points
• Movies/ Bollywood
• Cricket
Launch Phase
• Outdoors
• Create Aircel zones at high traffic points
– Bluecasting
• Clutter Breaking
• Something unique
• Will help in building affinity with youth
Post Launch
• Cinema Festival
– Building affinity with families
Leverage Cricket
• Create ‘Cricket Cricket’ at city level

– Build affinity with youth
– Leveraging youth passions
– Engagement
• Simultaneously across states
• Leverage IPL connection to amplify the event
– Winner of the tournament to play with Dhoni XI
Aircel Cricket Cricket
• Nominations from across the city

– All 1 million plus towns
• Initial rounds to happen in colony
grounds
• City Semis and Finals in large
ground/stadium
• Best team from city for semis
• Final at state capital
Touch Points
Youth
Hangouts
Aircel Cricket
stores venues
Radio Aircel T20 On-line
TV Print
Mobile
How
• Create visibility for the event through in store visibility

• Use mass media and PR for build up
– Launch of Aircel Cricket Cricket through a press conference
• Street level activities
– Floats
– Bus shelters
• College Activities
– Posters
• Create a micro site
Process
Screening and
Announcement Registration team
formation
Best City City wise

City winners
team games
Finals at state
Semi Finals
capital
Team Registration Process
Fills up form with following

Team collects forms from
1.Names of team members
Aircel store or other road shows or
2.Date of Birth
website
3.Contact Details & Mobile no.
Drops off the compete details

at Aircel drop box
Soft copies to be mailed

followed by Hard copies to Event agency ( regional) in
sealed box as per dates received
Team captain will send the
registration form no as
SMS registration No. to short code
Form to be collected
Xpanse Database every day, by the
Soft copy to be mailed to Xpanse asia agency and data punched and
formatted as per format
Daily reports to be mailed from short code

Team Screening Process
Local colony venues finalized,

After collecting the registration
dates for knock out stage Knock out stage matches at
teams from same colony to be
communicated to teams colony ground
selected by draw of lots
through SMS
Through knock out format

arrive at 4 teams for semi
finals
The winner Team of India will travel to Lords
City Champion identified
State Finals
State Semis
Yearly Property of Aircel
CRICKET CRICKET
Media Dark
Category Expansion
• Sell mobility benefits to different segments in rural
– Economic benefits
• More remunerative days
• Market Information Access
– Reassurance Benefits
– Privacy benefits
– Emergency benefits
– Social benefits
Benefit Segment
Economic Benefits Farmers, Traders
Reassurance benefits Families
Privacy benefits Housewives
Emergency benefits Families
Social Benefits Youth

Touch Points Segment Objective Type of activity
Towns Farmers, Traders Awareness, Education Infotainment, Street level activities
Haats CWE Awareness, Visibility Information dissemination through clutter breaking activities
Remote villages Families , Housewives Awareness, education Mohalla Contact Programs, Wall Paintings
Mandis Farmers, Traders Education, Visibility Infotainment
Local Transport Families Visibility Tin Plates, Banners

Activity Construct
• Street plays
– Mobility benefits through Aircel using real life situations/examples
– In areas of high noise and clutter
• Targeted sessions with TG
– At village level
– Cover all 4K+ villages
• Mandi activity
• Haat Activity
Aircel Film Festival
• 7 days 7 movies
• Leverage ‘ Hero’ Theme
• Own a theatre in town
– Big Branding opportunity
– Theatre as platform for ongoing activities for 1 week
• Create noise in town and surrounding areas

• Publicity in town and nearby villages
– Buy an Aircel connection and get 4 movie tickets free
Our approach to district coverage – Example Raebareilly
Total wall
Days of Targeted Wall Painting painting Local Transport
POP Strata Numbers activity Total days Street Play sessions Total Pop (sft / town) quantum Branding Film festival
Towns
1 lac+ 1 3 3 169,285 7500 7500 75
50K-100K 0 2 0 0 4000 0 50
20K-50K 2 1 2 45501 2000 4000 30 2
Less than 20K+ 6 1 6 58959 1500 9000 20
Villages
3K-5K 130 1 130 491569 400 52000
5K-10K 60 1 60 384756 600 36000
10K+ 8 1 8 91891 800 6400
Haats
3K+ 63 1 63 309503 600 37800
272 1,551,464 152700 175 2
Total Dist pop 2872082

Total dist rural pop 2598337
Total rural pop covered 1277719
Total villages in Raebareilly 1773
% of villages covered 11.17
% of pop covered 49.17
Market Development
• Increase width of distribution in towns/

villages around unexplored distributor
towns
– Teams to map outlets
– Sales through two wheeler model
• Get potential outlets on regular
distributor coverage
Build Affinity in rural markets
• Electricity a major problem in rural areas

• Install solar charging units in the bigger villages
• Branding Opportunity
Using Local Opportunities
Local Fairs
Melas
• Use as platform for large scale trials

• Promote combo offers
• Special call rates for Aircel to Aircel network
– Promote Aircel within family and friends
• Exchange Offers
• Only for Aircel users special programs
Communication Platform for Melas
Aamdani Atthani, Kharcha
Dus Paise
Communication
• Program would talk about concept of recharges available as per requirement

• Affordability of mobility along with benefits
Other Opportunities at Melas
• Visibility
– Branded Stalls
– Branded Gates
– Inflatables
– Local Transport Branding
– STD booths
Magh Mela, Allahabad
• 3-4 brand stalls

• 2-3 branded gates
• Boat branding
• 4-5 Inflatable
Bottom Up Approach
• Basis these design customized activation programs for different markets

Online & Digital Activation
Internet in India
49 million users
77% vehicle owners

28% own Cars, 77% own 4 /2 65% Male
wheelers, 42% PC ownership
82% use Instant 72% working

messaging
90% graduates
25 million ‘daily’
users
3 million broadband connections 65% of users engage in

word of mouth
Source: NASSCOM, IRS, Internetworldstats.com

Mobile in India
250 million
wireless connections
68% are in
21 million GPRS
the 15-40
connections
age group
Half from 56% are

Metros SEC A, B
Preferred Online
Activities by youth
Activities like
Music,
Instant messaging,
Online gaming,
Surfing sports related
content
Social Networking, &
Accessing mobile
content have seen an
over 20%
increase last
year.
Growth of online users
Place of access
Sample Creatives
Sify.com
219 – Page Peel
MSN – Home Page SFX Ad
220
Indiatimes – HP – Motorazr Launch
221
Yahoo –Floating Ad - HP
222
A page peel with embedded video
Expand Banner with embedded game
Page tear
Viral – Airtel KBC
In-store & Retail
Enhance
• Aircel entrusted Enhance with the responsibility for

enhancing the Retail visibility at their pre-decided retail
points.
– Brand Visibility at retail touch points
– Top of the mind recall
– Owning more space at the retail counters.
– Ability for immediate updation and dissipation of
marketing communication
Process
• Enhance did a survey of few locations and designed retail

icons for Aircel Retail outlets.
• Aircel regional officials identified the outlets and the list was
handed over to Enhance.
• Enhance did the survey of location for the signage sizes
• Enhance identified centralized vendors across India for Shop
– in-shop elements, LED and regional vendors for
production and implementation of signage.
• Enhance as per communication with Aircel appointed
contractual project coordinators in the circles, who would do
the coordination with the circle on day to day basis and also
do monitoring of the retail counters after implementation
was over.
• Implementation of 684 outlets

Aircel Starcom Partnership Final

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Aircel Pan India launch

Copyright Starcom MediaVest Group, Inc. 2008. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

• Understand the challenges for Aircel

• Robust Matrix for consumer behavior measurement

• Prescription to deliver a connections plan

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

High Level of Awareness of existing brands ( 80 - 95 %) not translating into purchase

How to move Aircel in Consideration set of audience ?

With media budget of INR 75 cr, how to create a positioning

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

– Connections that Captivate

Budget setting - Brand Master

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

• Identifying the target customers

• Key strategic imperative

• Triggering the passions points

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Advertiser ATL Spends

Idea 17618 Advertiser GRPs

Spice 1429 Tata 7665

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Advertiser SOV SOE SOM 90

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Historical Interactions Index

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Push Pull Advocacy

Push contacts Pull contacts Advocacy contacts

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Urban 08 R1 07 R1 % Growth % Disprn % Penetrn Potential Size

Source:IRS’08 & ‘07 R1

Rural 08 R1 07 R1 % Growth % Disprn % Penetrn Potential Size

Est. Individuals (000s) 30309

Source:IRS’08 & ‘07 R1

PCC Contribution of Mobile Owners to the top 7% of pop

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Rural 08 R1 07 R1 % Growth % Disprn % Penetrn Potential Size

Owners of land in Rural India

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

What drives engagement and interaction?

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Size 11% 20% 36% 16%

Plan to buy mobile for self 281 307 287 252

Buy a new brand to see what it is like 89 150 91 98

Celebrity has influence on my purchase 49 136 117 102

Seek advice before buying new things 56 182 125 100

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Activating Passion points to create “Engagement” along with “Exposure”

1. Effects on existing plans & implementation plan vehicle choice

2. Building properties around these passions is step 2

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.