Airtel campaign pits Sachin against SRK

MUMBAI: Mobile service provider Airtel is conducting a marketing campaign that involves two superstars Sachin Tendulkar and Bollywood badshah Shahrukh Khan.



The first of its kind showdown campaign kicked off a few days ago. It covers all 21 circles of Airtel. This campaign will give an opportunity to Airtel's existing and new (postpaid and prepaid) customers of all ages, backgrounds and regions to come together, join the team play with their favorite superstar, Sachin or Shahrukh.

A customer needs to use his Airtel mobile phone and dial 646 or send an SMS "sd" to the same number to select their choice of star. Depending upon an Airtel customer's mobile usage, rewards in the form of "Tickets" are earned by them. A lucky draw of 150 winners would then be taken out of these tickets. The more the number of tickets earned by an Airtel customer greater are his chance to be a part of the winner list.

The Airtel Showdown will last till 30 April 2005. Every Airtel circle will announce 100 lucky winners every fortnight from each of the 21 circles and the selection will be at random on the basis of a computer based lucky draw. There will be three fortnightly draws resulting in a total of 300 lucky winners for the regional finals in each circle. From these 300 winners in every circle, each circle will select at least six winners on an average at the end of six weeks on the basis of a lucky draw resulting in a total of approximately 150 finalists divided equally into Team Shahrukh and Team Sachin.



The 150 finalists will be taken to Mumbai for the grand finale to team up with Sachin and Shahrukh. At the finals these 150 winners would be split into two teams and they will participate in fun filled games under the captaincy of the stars.



The Airtel Showdown campaign has been backed by extensive internal research findings. Research data clearly suggests that primarily Bollywood and cricket drives the Indian consumer segment and forms the most popular inspirational icons of self-expression for people of all age groups across the country.

Qualitative and quantitative studies have shown that Shahrukh Khan's core values of being a self made actor with his success and glamour and Sachin Tendulkar's dedication, innocence and performance today are seen as a driver of self-identification amongst the masses. All the core values of the two superstars have emerged as a clear brand fit for Airtel, which stands for leadership, trust and innovation leading to a clear connect between Airtel and it's customers. What makes these values even more relevant is its "All India" appeal, quite like the "All India" footprint of Airtel mobile service.

Bharti Cellular chief marketing officer and director Atul Bindal said, "Our research has shown that the most popular, inspirational icons for the Indian consumer happens to the two Airtel brand ambassadors - Sachin and Shahrukh. This motivated us to devise Airtel Showdown an innovative marketing programme. The whole construct of the initiative seeks to bring our customers, now spanning across all the 21 circles to come closer to brand "Airtel - the largest GSM network in the country."

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories