By SIMRAN SABHERWAL
Cheeky, humorous – a catchphrase that is now part of local lingo and a jingle that you just can’t get out of your head – That’s what an IDEA campaign has come to represent. Sashi Shankar, Chief Marketing Officer, Idea Cellular, talks about the successful campaigns and ‘What an Idea’ was behind ‘No Ullu banana’
Q] What’s the consumer insight behind your latest ad campaign, ‘Har mobile par Internet = No Ullu banana’, What an Idea Sirjee!?
The campaign builds on a simple cultural insight, i.e., people across India easily fall prey to small cons everyday due to ignorance. This has birthed colloquialisms such as ‘Ullu banana’ in Hindi. The new ads offer a simple solution – ‘Get Idea Internet on Mobile’ and get rid of cheats. The ad demonstrates how consumers who are unlikely to be Internet-savvy – housewives, senior citizens, rural folk, users of feature phones, etc., – use Idea’s Mobile Internet to tackle cons, in an entertaining, engaging and quirky way.
Q] How has your marketing communication evolved over the years, from ‘What an Idea, Sirjee’ to the catchy ‘Honey Bunny’, ‘Do the 121’, and now the latest campaign?
Idea’s marketing and communication approach has helped to make it an admired brand in telecom, as well as across categories. Our campaigns are designed around the core promise – ‘An Idea can change your life’. What an Idea Sirjee series began when the brand was aspiring to expand its network across the country, and these campaigns focused on showing the masses the power of mobile telephony in solving social issues. The brand went on to position itself as a young, aspirational and more urbane brand; this time choosing a more endearing ‘closer to my life’ story with the potential to impact a large part of society, but at an individual level. The successful Mobile Number Portability (MNP) campaign – ‘No Idea, Get Idea’; ‘Honey Bunny’; and ‘Do the 121’ are some examples. Idea also managed to successfully show its pan-India presence with its ‘Honey Bunny – Idea Rings All India’ campaign, through Television, Digital and Radio mediums.
‘Do the 121’ ad was also successful as Idea established its ‘121 – Idea Showroom on fingertips’ service. ‘No Idea, Get Idea’ established Idea’s thought leadership on MNP, and the tag line was successfully used for recent campaigns.
As the brand prepares for the mobile broadband revolution in the country and is looking for business opportunities in the areas of mBanking, Data, WiFi, and Enterprise, communication needs are constantly changing. But in staying rooted to its core belief – ‘An Idea can change your life’ – Idea has come up with its latest hit ad campaign – “Idea Mobile Internet = No Ullu banana”.
Q] Your creatives have always managed to create a buzz. How would you rate the contribution of Lowe Lintas to the success of your brand?
The Lowe team has been an integral part of the brand’s journey from the beginning and has helped to further the brand’s promise with some great creative ideas. Since a service brand’s performance is dependent on other factors also – such as a good product/service, network and customer service – the brand is successful only when all these connect to the brand’s promise.
Q] What’s your current subscriber base and market share? Which region contributes the maximum to your kitty?
Idea Cellular is India’s third largest mobile operator with over 130 million subscribers and 16% revenue market share. The highest revenue grossers are Madhya Pradesh & Chhattisgarh, Maharashtra & Goa, Kerala, UP (West), Andhra Pradesh, Gujarat, Punjab, Haryana and Karnataka. We will continue to focus on growth from these markets by launching 4G in eight circles. Also, with the 900 MHz spectrum win in Delhi recently, we will be able to extend 3G services to this market at an appropriate juncture.
Q] What are the marketing activities you undertake to build your brand? What is your media mix?
Idea has always undertaken a 360-degree communication approach encompassing all media platforms to reach out to our TG.
Q] What is the biggest challenge today in increasing subscriber base ?
Idea was the first mobile operator to seize the opportunity in rural India and we have remained a strong rural player, and have been strengthening our position in these markets. The next level of growth from the rural market is coming from data, and Idea is focussed on promoting mobile data services in Tier II and III cities. Our internal study shows that last year nearly 70% of our data users in our leadership market of MP and Chhattisgarh came from towns with less than one lakh population.
Q] What is the one attribute thatdifferentiates Idea from its rivals in this highly competitive market?
The way we have integrated our brand promise through marketing communication, sales & distribution and service touch-points sets us apart in a cluttered market.
Q] Is voice still the biggest revenue generator? Looking ahead, do you see this changing and what are potential growth drivers?
Voice is still the biggest revenue generator. Data is growing fast, but is around 10% of service revenue.
Q] How has the adoption of data usage, both 2G and 3G, been? With no differential in terms of pricing, what are the strategies adopted?
We have been witnessing steady growth in 2G and 3G data services, and expect higher revenue growth in the next few years. Idea has adopted a three-pronged approach to drive data usage on its network: by enhancing network coverage and quality; strengthening sales and distribution channel; and offering affordable products, services and relevant content. The past year saw Idea roll out pan-India reduction of data tariff to drive more data usage from existing Idea users, and also to attract new users. We have launched a range of affordable, Idea-branded 3G smartphones to drive data usage. We also work with several vendors for apps, devices etc., as we believe that mobile broadband will not take off in the true sense unless the entire ecosystem is developed.
Q] In the recently concluded auctions, you acquired a total of 65.2 MHz spectrum and 4G spectrum across eight circles. What are your future plans?
After winning 65.2 MHz of spectrum, Idea received the necessary impetus to offer 3G services in Delhi at an appropriate juncture, and launch 4G in eight key revenue markets.
With Delhi metro 900 MHz, Idea has the ability to extend 3G services to 12 circles covering nearly 79% of its gross revenues. Idea’s six strategic markets, representing 53% of revenues, will seamlessly experience all three Mobility technologies – GSM, 3G, and 4G services in the coming years.
Q] Are we likely to see a possible tariff hike on the back of the high spectrum prices?
Tariff revision is a continuous exercise in the telecom business.
Q] What has been the response to your mobile devices? What are the future plans in this area?
Idea entered the devices category two years ago and has introduced over a dozen 3G smartphone models since, which are sold only in our 3G markets. Over six lakh devices have been sold so far, and we continue to strengthen our product portfolio with newer models.
Q] What are the challenges faced by the brand and the sector in the Indian market?
Idea is on-course to play its part in the mobile Internet revolution, and is the only operator to record consistent growth in revenue market share, despite the various challenges in the Indian telecom sector.
Q] What are some of the big trends the mobile broadband sector should be looking forward to?
With smartphone screens getting bigger and prices reducing – coupled with lowered data tariffs – there has been robust growth in mobile Internet. Going forward, telecom infrastructure and services will play a critical role in enhancing the reach of basic services such as Health, Education, Banking etc., on the mobile platform.
Q] Are you looking to associate with IPL this year?
Sports, particularly cricket has been our preferred platform for marketing and brand promotion, and Idea has been associated with Delhi Daredevils in IPL. The brand is also the co-sponsor for Asia Cup Cricket this year.
CMO FILE
Sashi Shankar has over 32 years of experience in Sales Management and Business Operations. He joined the company in 2001 and became the CMO in May 2011. Shankar has played a strategic role in launching and growing Idea’s 3G business, with a focus on data growth. He has helped consolidate Idea Cellular’s positioning as one of the top telecom brands in the country. A Chemical Engineer from the University of Madras and a postgraduate in Management from S.P. Jain Institute of Management and Research, Shankar has worked with Mattel Inc., Blow Plast Ltd., Solidaire TV, Alkyl Amines Chemicals and Berger Paints, earlier in his career.
ABOUT THE BRAND
Set up in 1995, Idea Cellular is India’s third largest national mobile operator, with over 130 million subscribers. With traffic exceeding 1.75 billion minutes a day, Idea ranks among the Top 10 telecom operators in the world. Using the latest in technology, Idea provides an extensive network of customer touch-points. Idea, an Aditya Birla Group company, is listed on the National Stock Exchange and the Bombay Stock Exchange in India.
FACTS
CREATIVE AGENCY: LOWE LINTAS
MEDIA AGENCY: MINDSHARE
DIGITAL MEDIA MARKETING AGENCY: LAW AND KENNETH
OOH/OUTDOOR ACTIVATION AGENCY: PLATINUM, BATES WALL STREET AND DDB MUDRA MAX
PR AGENCY: GENESIS BURSON MARSTELLER
