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A|rte| Strateg|es

1he Mag|c
erhaps Lhe more amblLlous experlmenL has been wlLh
Maglc
1he prepald card 1he ldea was Lo make Lhe brand affordable accesslble and mosL
lmporLanLly feaslble as a means of expandlng Lhe markeL even fasLer
PASL l
Maglc was almed aL brlnglng ln lnfrequenL users of a moblle phone lnLo Lhe markeL and
assure hlm LhaL he would have Lo pay only lf he made a call Such a cusLomer used Lhe
phone sparlngly mosLly for emergencles and was noL wllllng Lo plck up a normal
moblleconnecLlon wlLh lLs relaLlvely hlgh renLals (prepald cards do noLlnclude renLal
charges)1o achleve lLs ob[ecLlves 8harLl dld Lhree Lhlngs

Cne Lhe producL was made avallable aL prlces ranglng from 8s 300 Lo 8s 3000 wlLh no
sLrlngs aLLached and was slmple Loo peraLe

1wo Lhe producL was made accesslble and dlsLrlbuLed Lhrough small sLores Lelephone
booLhs and even klrana shops so LhaL Lhe offerlng was well wlLhln arms reach

1hlrd Lo make Lhe producL more approachable" Lo LhecusLomer Lhe company came wlLh
vernacular ad campalgnsllke
Maglc uaalo Se Pello"
whlch appealed Lo local senslblllLles1hls aparL Lhe company roped ln karlsma kapoor and
Shah 8ukhkhan for a ma[or ad campalgn all across uelhl a ruse LhaL saw
Lhenumber of subscrlbers go up from 347 lakh Lo 12 lakh LodayoverLaklng Lssar's branded
prepald card
Speed whlch was launched much ahead of Maglc 1he company ls now reworklng lLs
Maglc sLraLegy even furLher Larller Lhe brandlng sLraLegy was almed aL roplng ln only
lnLeresLed cusLomers LhaL ls cusLomers who were already lncllned Lo opL for moblle
servlces 8uL now wlLh baslc servlce provlders havlng
beenallowed llmlLed moblllLy aL far cheaper raLes moblle servlceprovlders could flnd
Lhemselves under LhreaL agaln 1haL ls why Lhe new exerclse ls almed aL coopLlng non
adopLersWhlle Lhe exacL sLraLegy ls under wraps lnslders say Lhe newbrandlng sLraLegy
would be almed aL offerlng Lhem value whlch Lhey had noL percelved would be avallable
from uslng a prepald card

9ASL II
8harLl used Alr1el Maglc Lo bulld a sLrong value proposlLlon and acceleraLe markeL
expanslon Lhrough lndla's flrsL naLlonal prepald card 1v brand campalgn
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llrsL Llme ever ln lndla any prepald card brand goes on 1v
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A comblnaLlon of Lhe fllm genre exposed Lhrough Lhe 1v medlum deslgned Lo connecL wlLh
Lhe masses of lndla
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?ouLh based romance drlven sLraLegy plaLform makes Lhe value proposlLlon of Alr1el
Maglc 'Mumkln Pal' come allve
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All elemenLs user lmagery conLexL Lone language creaLed Lo connecL Lhe caLegory Lo
Lhe llves of Lhe SLC 8 SLC C segmenL Lhe mlddle class nonmoblle user
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Alr1el Maglc poslLlons lLself on Lhe plaLform of belng excellenL for emergency slLuaLlons
lncreaslng producLlvlLy as a parL of everyday llfe
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Sharukh khan makes 'everyLhlng ln llfe posslble' whlleromanclng preLLy kareena kapoor wlL
h Alr1el Maglc lndla'sleadlng prepald moblle card

Alr1el Loday unvelled lLs sLraLegy for markeL expanslon wlLh Lhelaunch of lLs new Alr1el
Maglc prepald card brand campalgn 'Maglc hal Lo Mumkln hal' 1he sLraLegy ls LargeLed aL
Lhe nonuser segmenL deflned as young adulLs 1330 years of age ln Lhe Sec 8 C
segmenL ls almed aL acceleraLlng markeL expanslon 1he value proposlLlon ls cenLered
around a person's deslre Lo make all hls /her dreams amblLlons asplraLlons lnsLanLly
posslble 1he newcampalgn for Alr1el Maglc ls all abouL empowerlng mllllons of lndlans Lo
be on Lop of Lhelr llves 1he brand ls poslLloned Lo be relevanL Lo Lhe massmarkeL who wanL
Lo make all Lhelr dreams hopes deslres come allve lnsLanLly(AL [usL 8s300/
per monLh Alr1el Maglc ls so easy Lo buy) lmprovlng producLlvlLy leLLlng you befrlend Lhe
world and openlng up new horlzons lL glves you Lhe freedom Lo conLrol your llfe ln away
never posslble before lndeed anyLhlng LhaL you Lhlnk ls posslble ls posslble wlLh
Alr1el Maglc 1he new brand slogan 'Maglc hal Lo Mumkln hal' has been speclally creaLed Lo
capLure Lhls effecLlvely 1hls sLraLegy ls deslgned Lo help us Lalk Lo Lhls segmenL dlrecLly ln
Lhe Lone manner language of Lhe masses 1he Mumkln hal"

value proposlLlon wlll help us expand Lhe markeL and galn a hlgher percenLage of markeL
shares ln Lhe process1he brand ambassadors Shahrukh khan and kareena kapoor embody
Lhls 'can do' or Mumkln Pal" splrlL (ln facL LhaL ls Lhe reason Lhey were selecLed as brand
ambassadors) Shahrukh rose from a 1v acLor Lo become lndla's Lop fllm sLar and naLlonal
hearL Lhrob kareena's success ls due Lo her 'aLLlLude' LalenL hard work and Lhe sheer
ablllLy Lo make a mark ln such a shorL Llme 8oLh Lhese sLars have sald 'Mumkln hal' and
made lL happen for Lhem selves 1he genre of Lhls new sLraLegy campalgn ls Plndl clnema
led 1hls genre connecLs mllllons across lndla 1he splrlL of romance danclng Lhe lndlan
clnema well known Lo mosL as 8ollywood holds mllllons of lndlans LogeLher as one 1he
new 1v campalgn of Alr1el Maglc crafLed ln Lhe Plndl fllm ldlom magnlfles Lhe empowerlng
opLlmlsm of Mumkln Pal" ln Lhe endearlng slLuaLlon of a boyglrl romance Where Sharukh
khan seLs hls eyes on kareena kapoor and wlns her love wlLh Lhe help of Alr1el
Maglc (olgnanLly conveylng LhaL speclal feellng we all geL when a dream ls made posslble
and a vlcLory of Lhe hearL ls
won)1he sLraLegy new brand campalgn ls LargeLed aL Lhe large unLapped base of
lnLendlng moblle cusLomers from Sec A 8 C
1he esLlmaLed addressable markeL of such cusLomers ln Lhe nexL Lwo years ls around 23
mllllon ln Alr1el's 16 sLaLes 1he new sLraLegy alms aL correcLlng Lhe percepLlon LhaL Lhe
moblle caLegory ls useful malnly for 'buslness' or 'work' relaLed scenarlos
1he new sLraLegy brand poslLlonlng brand slogan ls an ouLcome of an exLenslvenaLlonwld
e research and ls an lnLegral parL of Alr1el Maglc's new mulLlmedla campalgn 1he
campalgn has been creaLed by ercepL AdverLlslng
9ASL III
8harLl used Alr1el Maglc Lo bulld a sLrong value proposlLlon and acceleraLe markeL
expanslon Lhrough lndla's flrsL naLlonal prepald card 1v brand campalgn
-
llrsL Llme ever ln lndla any prepald card brand glves such freedom Lo recharge any value
-
A comblnaLlon of Lhe fllm genre exposed Lhrough Lhe 1v medlum deslgned Lo connecL wlLh
Lhe masses of lndla
-
?ouLh based romance drlven sLraLegy plaLform makes Lhe value proposlLlon of Alr1el
Maglc 'Alsl azaadl aur kahan?" come allve
-
Sharukh khan makes 'everyLhlng ln llfe posslble' Alr1el Loday unvelled lLs sLraLegy for
markeL expanslon wlLh Lhe launch of lL's new Alr1el Maglc prepald card brand campalgn
'Maglc hal Lo
Mumkln hal' 1he value proposlLlon ls cenLered around
aperson's deslre Lo make all hls / her dreams amblLlons asplraLlons lnsLanLly posslble 1he
new campalgn for Alr1el Maglc ls all abouL empowerlng mllllons of lndlans Lo be on Lop
of Lhelr llves 1he brand ls poslLloned Lo be relevanL Lo Lhe massmarkeL who wanL Lo make
all Lhelr dreams hopes deslres come allve lnsLanLly
Lhe amounL of your cholce you can recharge your accounL wlLhavallable valldlLy Llme
lmprovlng producLlvlLy leLLlng you be frlend Lhe world and openlng up new horlzons lL
glves you Lhe freedom Lo conLrol your llfe ln a way never posslble before lndeed anyLhlng
LhaL you Lhlnk ls posslble ls posslble wlLh Alr1el Maglc 1he newbrand slogan 'Alsl azadl aur
kahanhas been speclally creaLed LocapLure Lhls effecLlvely
CLher 8rand 8ulldlng lnlLlaLlves
1he maln ldea ls Lo sLay ahead of compeLlLlon for aL leasL slxmonLhs Worklng on Lhe above
game plan 8harLl ls consLanLlycomlng up wlLh newer producL offerlngs for Lhe cusLomers
1he focus of course ls Lo offer beLLer quallLy of servlce
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1o make Lhe servlce slmpler for cusLomers uslng roamlngfaclllLles AlrLel
has devlsed common numbers for subscrlbersacross Lhe counLry for servlces llke cusLomer c
are foodservlces and clnema amongsL oLhers
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lL wlll also launch a unlfled bllllng sysLem across clrcles so cusLomers movlng from one place
Lo anoLher do noL have Lo close and Lhen agaln open new accounLs aL anoLher place
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1o asslsL cusLomer care personnel Lo deal wlLh subscrlber querles a sLorehouse of 40000
frequenLly asked quesLlons and Lhelr answers have been sLored on Lhe compuLers
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8harLl expecLs LhaL mosL of lLs new cusLomers (one esLlmaLe ls LhaL lL would be 60 Lo 70 per
cenL of Lhe LoLal new subscrlber base) would come from Lhe prepald card segmenL So
LheymusL be glven valueadded producLs and servlces whlchcompeLlLors don'L provlde
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8harLl for Lhe flrsL Llme for a cellular operaLor has declded Lo offer roamlng servlces even
Lo lLs prepald cusLomers buL Lhe faclllLy would be llmlLed Lo Lhe reglon ln whlch Lhey buy
Lhecard 1o ensure LhaL cusLomers don'L mlgraLe Lo oLher compeLlng servlces (whlch ls
known as churn and ranges from

10 Lo 13 per cenL of Lhe cusLomer base every monLh) Lhe company ls also worklng on a
loyalLy program 1hls wlll
offer subscrlbers Langlble cash beneflLs dependlng upon Lhelr usage of Lhe phone
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1he loyalLy program wlll noL be only for a 'badge value' lL wlll provlde real beneflLs Lo
cusLomers 1he ldea ls Lo creaLe an AlrLel communlLy
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AnoLher key area whlch 8harLl ls concenLraLlng lLs aLLenLlon upon ls a new roamlng servlce
launched ln uelhl under whlch calls of a roamlng subscrlber who ls vlslLlng Lhe clLy wlll be
rouLed dlrecLly Lo hls moblle lnsLead of Lravellng vla hls home neLwork
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1he company also offers mulLlmedla messaglng sysLems under whlch cusLomers havlng a
speclallzed phone wlLh a lnbullL camera can Lake plcLures and emall lL Lo frlends or sLore lL
ln Lhe phone 1he cosL per plcLure ls beLween 8s 3 Lo 8s 7
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8harLl ls also aware LhaL lL has Lo make ownlng a readyLouse cellular servlce much easler
Lhan lL ls Loday A key area ls Lo lncrease Lhe number of acLlvaLlon cenLers Larller 8harLl
had230 AlrLel ConnecL sLores whlch were excluslve ouLleLs (for lLs

servlces) and abouL 230 AlrLel olnLs whlch were klosks ln larger shops now acLlvaLlon can
be done by all of Lhem and noL only by ConnecL ouLleLs all wlLhln 13 Lo 20 mlnuLes ln
comparlson Lhe compeLlLlon Lakes Lwo Lo four hours
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re pald cards are really caLchlng up wlLh Lhe moblle phone users and lL ls acLually helplng
Lhe markeL Lo lncrease llrsL Lhey are easler Lo obLaln and convenlenL Lo use unllke posL
pald one need noL pay securlLy deposlLs for plcklng up a prepald card lL ls ofLen avallable
even wlLh paanwalas As beflLs a fasLmovlng consumer servlce Lhe game ls now movlng
beyond prlce Lo expandlng dlsLrlbuLlon reach and servlclng awellspread
ouL cllenLele wlLh Lechnology and sLraLeglcalllances 8harLl ls focuslng on Lwo facLors Lo
make prepaldcards more aLLracLlve keeplng Lhe enLry cosL low for consumers and maklng
recharglng more convenlence
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8harLl ls ln Lhe process of launchlng a new sysLem ln alllancewlLh Mumbal
based company venLure lnfoLech whlch wlllenable a prepald card user Lo renew hls
subscrlpLlon by [usL swlplng a card 1he sysLem wlll noL only save users Lhe hassle of golng
ouL and buylng a card every Llme lL explres buL also enable moblle companles Lo reduce Lhe
cosL of prlnLlng and dlsLrlbuLlng cards
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8harLl 1ele venLures has Lled up wlLh WalLer on wheels a company dellverlng food aL
home Lo reach lLs Maglc prepald cards Lo subscrlbers doorsLeps 1he company ls also
[olnlnghands wlLh local grocery shops whlch wlll enable users Lorecharge Lhelr cards by [usL
maklng a phone call Lo Lhe shop AparL from lmprovlng Lhe convenlence of recharglng
moblleoperaLors are beeflng up Lhelr dlsLrlbuLlon channels 1hecompany ls consLanLly lnnov
aLlng Lo enhance Lhe valueproposlLlon for lLs pre
pald servlce 1hey are leveraglngLechnology Lo expand Lhelr dlsLrlbuLlon neLwork and dellver
roundLheclock recharge opLlons Lo lLs MC1S (Moblle Cn Lhe SpoL) subscrlbers
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8harLl Cellular has also launched a speclal servlceCare1ouch for hlgh
value corporaLe cusLomers provldlngLhem wlLh lnsLanL slnglepolnL access for any
asslsLance Lhey requlre CusLomers can dlal 777 and en[oy a slew of servlces
whlch lncludes easler paymenL of bllls servlce on prlorlLy basls and valueadded servlces
wlLhouL any addlLlonal paper work 8harLl Cellular ls offerlng a range of servlces wlLhouL
golng Lhrough an lnLeracLlve volce recorder ensurlng LhaL Lhey save Llme uedlcaLed
'Care1ouch' execuLlves are expecLed Lo asslsL cusLomers wlLh any servlce on prlorlLy basls
8esldesLhe regular proacLlve remlnder calls for blll paymenL cusLomers can also call Care
1ouch for blll paymenLs aL free of cosL
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Alr1el presenLed M1v lnbox
Lhe flrsL 'onalr' SMS based lnLeracLlve muslc dedlcaLlon show excluslvely for Alr1el and
Alr1el Maglc cusLomers Plghly lnLeracLlve v! based show wlLh realLlme feedback
mechanlsm 8oLh brands [olned hands Lo LargeL Lhe hlgh growLh youLh segmenL