Airtel

Group 3

 Airtel is the largest provider of mobile telephony.

Competitors are Vodafone, Reliance, Tata Docomo.

Airtel differentiated itself as a Brand, by triggering the affective component of consumer behaviour.

Background

 Stay connected with all kind of people possible.

Category Insight

 Youth is preferring to regroup with people at all time and which enhance their relationship.

Intend To Achieve

 Youth(18-30 Years)
Sachin age 22 years from ITM College has too many friends to tackle, is very lazy, has many whatsapp groups, party freak and an active social networking user. His life lies in his cellphone.

Target Audience

 To express the human emotions specially youth through connecting people and cherishing their friendship.

Key Insight

 Har ek friend zaroori hota hai talks about how every friend serves as a special purpose similar to different airtel services.

Proposition

 Portraying the current trends among youth

Lazy Friend = Easy Recharge & Online Payment Proxy Friend = Career Guidance Kadkee Friend = Talktime Transfer Status Update Friend = Update Fb Status

Substantiation

 Elements Needed = Students, Hangout Places, Classroom Setup, Mobile Handsets, Jingles, Music Purchase Funnel Aid = Awareness, Consideration and Advocacy

Mandatories

Seamless connect with the people To woo the youth as it looks at the data usage to revive revenue growth. Channels :: Television(Advertisements) YouTube Video Campaign(Har Friend Zaroori Hain Campaign) In which we would ask people to share their videos related to friendship. Radio We would create a friendship hour between 1 to 2 PM in the day. Ask people to advocate their friends how their friends helped them in different situations and winners would be rewarded with cool prizes and discounts. Facebook Community Page in which people would share their views and offers would be share to the people actively participating in it. The campaign link will be www.facebook.com/harekfrienzarurihotah

360 IMC

 Twitter
We would run contest on Twitter and engage more number of people and gifts would be provided to the winners. Campaign :- @Wearefriends , #ZaruriFriend

Shazam App
In this campaign we would run the Ads on television and ask people to shazam our music and the lucky winners would be given gifts.

Events will be organised in the colleges and outside malls, & we would capture these events and publish on your social platforms. The jingle Har Ek SIM zaruri hota hain.

360 IMC

 Deadline :: 16th March 2014

Briefed :: Airtel
Authorized By :: Prof Sudipto Brief By :: 360 Digital

Modalities