Idea Cellular celebrates first anniversary in Delhi and NCR

NEW DELHI: Commemorating its first anniversary in Delhi and the national capital region, Idea Cellular has released a print campaign, which is being complemented by outdoor advertisements. The campaign, apart from highlighting the growth of the cellular service, also communicates the `celebration offer’ for both post-paid and pre-paid subscribers.

“The primary objective is to celebrate the occasion. But it also conveys offerings such as lowest rental ever in the country,” says Idea Cellular vice-president corporate affairs, Rajat Mukerji. Idea, which has introduced daily pre-paid card worth Rs. six, hasn’t worked out any separate campaign for this initiative.

“We don’t intend to release any new advertisements for daily pre-paid service. But the new anniversary campaign will last for a fairly longer duration. We have released campaigns in The Times of India and the Economic Times,” says Mukerji.

Mukerji agrees the cellular service providers are engaging in campaigns with short bursts, relating them to new offerings or occasions such as entrance in new circles or increase in subscription base. For instance, Idea related its expansion in Delhi and the NCR circle with monsoon in in July-August this year, by releasing a teaser print campaign.

The new campaign, created by Lowe, shows a boy with moustache, saying `two million believers’. “The sector is fairly crowded and there are lot of campaigns, which break on regular basis. So idea is to get noticed and to be seen frequently. And we do this through innovative campaigns as innovation and being different is what Idea Cellular is all about,” says Mukerji.

Even as Bharti Televentures recently signed Sachin Tendulkar for Airtel, Mukerji says Idea has no such plans. “We don’t intend to go for any celebrity. We feel it doesn’t fits with our strategy.”

Apart from print campaign, which is supported by on-ground level promotions and outdoor campaigns, Idea is going beyond mainstream advertising on television as well. It had recently tied up with Discovery Channel for 13-week series, which will continue till December.

“Idea and Discovery have created a series customised to 'idea' and the brand's proposition of how an idea changes the way we live, work and play. The idea behind this program is to show stories which are inspirational and have impacted the lives of the common people in their everyday life, whether through the comic strip heroes or the Las Vegas strip,” says Mukerji.

The series is segmented into four distinct genres. Each one profiles a different aspect of idea - fictional heroes, boss women, future living and entertainment.

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