Brand Idea claims it is an ‘idea’ that changes the lives of those who face connectivity issues with their data service providers, and has managed to drive home this message in its trademark style in its latest campaign #DelhiNahiRukegi. Sashi Sankar, Chief Marketing Officer, Idea Cellular, talks to us about the company’s new 3G services and strategy to gain market-share
By NEETA NAIR
Q] What was the insight behind the #DelhiNahiRukegi campaign of Idea?
Brand Idea provides consumers with a unique and exciting mobile telephony experience that finds resonance and relevance with their immediate needs and requirements. Through our new campaign #DelhiNahiRukegi, we announced the commercial launch of our 3G services on 900 MHz spectrum band in Delhi/NCR region. The campaign emphasizes on building a virtual super highway of 3G 900 MHz, ensuring the best 3G experience possible, superimposed on the idea of highways providing relief to commuters. Its objectives are to offer three key experiences to the subscribers; jam-free network, high-speed Internet and unmatched indoor Internet coverage.
Q] What is the marketing mix for it and which medium would be the focus of your ad spends?
Instead of taking a plain vanilla approach, we came up with a ‘Tease and Reveal’ approach to arouse interest among consumers. We chose the OOH medium to get eyeballs in Delhi. The Idea #DelhiNahiRukegi branding was done on Metro Train (wrapping), DND (Delhi Noida Direct) toll, Yamuna Bank metro station, along with LED innovations to give a superhighway theme effect. The high-decibel marketing campaign started in December with a teaser, followed by promotions across all key media – TV, Outdoor, Print, Radio, Digital and Cinema.
Q] Idea has a history of coming up with witty TVCs - why the focus on Television always?
Television provides the widest reach. Additionally, video as a mode of communication is widely accepted and has higher influence than any other form of communication. Idea’s brand communication has always been in the form of story-telling, and narration can be best represented in audiovisual format. In the Delhi 3G 900 campaign, we highlighted the plight of citizens of Delhi in various situations and then suggested a simple solution in the unique Idea way. For instance, there is a situation where an RJ stuck in traffic does a live show right from her cab, using Idea’s congestion free 3G network.
Q] How important is advertising on the digital medium for Idea and what are your initiatives in this space?
Idea is one of the most engaging telecom brands on social media, with 7.2 million likes on Facebook and over 51,000 followers on Twitter. The brand constantly engages with its audience on these platforms with a range of exciting campaigns. To support the Delhi 3G launch campaign, we are running a contest on Twitter asking the audience for ideas to solve the Delhi traffic situation. The most impressive suggestions will be featured on the Idea Twitter page. Coincidentally, the timing of our campaign has overlapped with the anti-congestion drive in Delhi, resulting in an overwhelming response from people on our social media channels.
Q] How different will the superior 3G network be from the existing 3G network provided by Idea?
Idea had been offering 3G in Delhi through Intra Circle Roaming (ICR) arrangement for last few years. In the spectrum auction held last year, we acquired the most efficient 900 MHz spectrum band and have now rolled out our own 3G services. The new Idea 3G network in Delhi has high-calibre transmission and propagation capabilities, providing a jam-free network, offering high-speed Internet, and unmatched indoor Internet coverage. We have also rolled out a wide portfolio of products and services for our 3G customers in the city, ranging from 900 MHz dongles, bundled voice and data offers, sharing and customizable plans, amongst others.
Q] What is the USP of Idea?
Idea is a customer-centric brand and our tagline ‘An idea can change your life’ is at the core of all our marketing communication. As a brand, we are committed to transform lives through the usage of our mobile communication services.
Q] What are some of the interesting BTL activities and sales promotions that you have engineered to increase consumer engagement?
For the Delhi 3G launch campaign, we adopted a 360-degree communication and marketing approach with extensive amplification through onground, TV, Radio, Digital and social media activations. With the #DelhiNahiRukegi campaign, we have deployed some interesting branding ideas such as DND flyway facade for both teaser & reveal, LED animations outside GIP mall, Idea-branded Metro trains, etc. We are also conducting live demonstrations at Idea stores and retail outlets, to highlight the seamlessness of the network and build consumer confidence in our superior voice and data services. On specific customer requests, we are also doing these demonstrations at their offices or residences to help them decide on switching to Idea and upgrading to a better network. On the digital platform, we are engaging with the Delhi audience on Twitter and Facebook, using the #DelhiNahiRukegi hashtag. We will soon be entering the second phase of this activation, which has already received an overwhelming response so far.
Q] What is the brand’s current market-share in India? What is your target market-share?
Idea Cellular is one of India’s largest and fastest growing mobile operators, with over 170 million subscribers and a revenue market share (RMS) of 18.5% as in Q2FY15, as per TRAI. Idea is the third largest mobile operator in India, and sixth largest globally in terms of number of subscribers.
Q] How does the brand approach Tier II and Tier III markets? Do you compartmentalize your strategy for rural and urban consumers?
India is a heterogeneous market. The strategy to target mobile subscribers in India – the urban India - and Bharat - the rural India - may differ, but the underlying thought, ‘An Idea Can Change Your Life’, is consistent throughout our communication and approach. India has a rural mobile penetration of 41% and our ‘rural first’ focus has truly worked for us in terms of growth and achieving scale. We have constantly worked towards strengthening our rural and semi-urban network, while making slow and steady inroads into lucrative and competitive urban markets such as Delhi. We have always focussed on themes rather than product-based advertising. All our campaigns including ‘No Ullu Banaoing’, ‘Idea Internet Network’ (IIN), and the recent Idea ‘Easy Share’ campaign with the tagline, ‘India Share Karega, India Care Karega’, showcase the power of Internet in the unique Idea way.
Q] What are the emerging consumer trends and future opportunities, looking ahead?
We see data as the next big opportunity with India’s population increasingly latching onto the mobile Internet bandwagon. With mobile phones delivering the easiest access to Internet, data traffic is set to grow by a CAGR of 66% over the period 2014-2016.
Q] How big a role will Idea play in making this happen?
Idea is well-poised to cater to this growing data demand. With the launch of Kolkata and Delhi metros in 2015, we have expanded our mobile broadband coverage on 3G to 13 service areas, in addition to ICR based 3G services across eight other markets. We recently launched our 4G LTE services in 75 towns across the five southern states of Kerala, Andhra Pradesh & Telangana, Tamil Nadu and Karnataka; and plan to expand it to other key markets - Madhya Pradesh & Chhattisgarh, Maharashtra & Goa, Punjab, Haryana, North East and Orissa - by March 2016. Idea’s 4G footprint will cover 750 cities across 10 telecom circles by June 2016. Idea has the capability to offer 4G LTE services in two other leading markets - Gujarat and UP West, in future, further helping us extend our 4G offering across 12 service areas covering 75% of Idea’s revenue base in the country.
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