1

Bharti Tele-Ventures
Bharti Tele-Ventures is one of India's leading private sector providers of telecommunications services based on an aggregate of 28,692627 customers as on September 30, 2006, consisting of 27,061,3 9 !S" mobile and 1,631,278 broadband # telep$one customers %$e businesses at &$arti %ele'(entures $ave been structured into t$ree individual strategic units )S&*+s, 1, mobile services 2, broadband and telep$one services )&#%, 3, enterprise services %$e "obile services group provides !S" mobile services across India in 23 telecom circles, .$ile &#% business group provides broadband # telep$one services in 9 cities/ %$e 0nterprise Services group $as t.o sub'units - carriers )long distance services, and services top corporates/ 1ll t$ese services are provided under t$e Airtel brand/ &$arti 0nterprises $as been at t$e forefront of tec$nolog2 and $as revolutioni3ed telecommunications .it$ its .orld class products and services/ 0stablis$ed in 1976, &$arti $as been a pioneering force in t$e telecom sector .it$ man2 firsts and innovations to its credit/ &$arti provides a range of telecom services, .$ic$ include Cellular, Basic, Internet and recently introduced National Long Distance. &$arti also manufactures and e4ports telep$one terminals and cordless p$ones/ 1part from being t$e largest manufacturer of telep$one instruments in India, it is also t$e first compan2 to e4port its products to t$e *S1/ &$arti is t$e leading cellular service provider, .it$ a footprint in 16 states covering all four metros/ It $as over 12 million satisfied customers

&$arti 0nterprises $as successfull2 focused its strateg2 on telecom .$ile straddling diverse fields of business/ 5rom t$e creation of 'Airtel', one of India's finest brands, to becoming t$e largest manufacturer and e4porter of .orld class telecom terminals under its 'Beetel' brand, &$arti $as created a significant position for itself in t$e global telecommunications sector/ &$arti %ele'(entures is toda2 ac6no.ledged as one of India's finest companies, and its flags$ip brand '1irtel', $as over 12 million customers across t$e lengt$ and breadt$ of India/ 7$ile a 8oint venture .it$ %ele%ec$ Inc/, *S1 mar6ed &$arti+s successful fora2 into t$e 9ustomer "anagement Services business, &$arti 0nterprises+ d2namic diversification $as continued .it$ t$e compan2 venturing into telecom soft.are development/ :ecentl2, &$arti $as successfull2 launc$ed an international venture .it$ 0; :ot$sc$ild !roup o.ned 0;:< =oldings India ;td/, to e4port fres$ 1gri products e4clusivel2 to mar6ets in 0urope and *S1

Vision
BY 2011 AIRTEL WILL BE THE MO T A!MIRE! BRA"! I" I"!IA# LOVE! BY MORE $% TOMER & TAR'ETE! BY TO( TALE"T& BE"$HMAR)E! BY MORE B% I"E &

AIRTEL
1irtel comes to 2ou from &$arti %ele'(entures ;imited ' a part of t$e biggest private integrated telecom conglomerate, &$arti 0nterprises/ 1 consortium of giants in t$e telecommunication business/ In it's si4 2ears of pursuit of greater customer satisfaction, 1ir%el $as redefined t$e business t$roug$ mar6eting innovations, continuous tec$nological up gradation of t$e net.or6, introduction of ne. generation value added services and t$e $ig$est standard of customer care/ &$arti is t$e leading cellular service provider, .it$ an all India footprint covering all 23 telecom circles of t$e countr2/ It $as over 12 million satisfied customers/ 9ellular telep$on2 .as introduced in India during t$e earl2 1990s/ 1t t$at time, t$ere .ere onl2 t.o ma8or private pla2ers, Bharti (Airtel) and Essar (Essar) and bot$ t$ese companies offered onl2 post-paid services/ Initiall2, t$e cellular services mar6et registered limited gro.t$/ "oreover, t$ese services .ere mostl2 restricted to t$e metros/ <t$er factors suc$ as lac6 of a.areness among people, lac6 of infrastructural facilities, lo. standard of living, and government regulations .ere also responsible for t$e slo. gro.t$ of cellular p$one services in India/ 1lt$oug$ t$e cellular services mar6et in India gre. during t$e late 1990s )as t$e number of pla2ers increased and tariffs and $andset prices came do.n significantl2, t$e gro.t$ .as rat$er marginal/ %$is .as because t$e cellular service providers offered onl2 post'paid cellular services, .$ic$ .ere still perceived to be ver2 costl2 as compared to landline communications/ 5ollo.ing t$is reali3ation, t$e ma8or cellular service providers in India, launc$ed pre'paid cellular services in t$e late 1990s/ %$e main purpose of t$ese services .as to target customers from all sections of societ2 )unli6e post'paid services, .$ic$ .ere targeted onl2 at t$e premium segment,/

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Bharti*s Mission

%o be globall2 admired for telecom services t$at delig$t customers

&

7e .ill meet global standards for telecom services t$at delig$t customers t$roug$? @ 9ustomer Service 5ocus

@ 0mpo.ered 0mplo2ees

@ 9ost 0fficienc2

@ *nified "essaging Solutions

@ Innovative products and services

@ 0rror' free service deliver2

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Boar+ o, !ire-tors
%$e &oard of Airectors of t$e 9ompan2 $as an optimum mi4 of 04ecutive and Bon'04ecutive Airectors, .$ic$ consists of t$ree 04ecutive and fifteen Bon'04ecutive Airectors/ %$e 9$airman and "anaging Airector, "r/ Sunil &$arti "ittal, is an 04ecutive Airector and t$e number of Independent Airectors on t$e &oard is >0C of t$e total &oard strengt$/ %$e independence of a Airector is determined on t$e basis t$at suc$ director does not $ave an2 material pecuniar2 relations$ip .it$ t$e 9ompan2, its promoters or its management, .$ic$ ma2 affect t$e independence of t$e 8udgment of a Airector/ %$e &oard members possess reDuisite s6ills, e4perience and e4pertise reDuired to ta6e decisions, .$ic$ are in t$e best interest of t$e 9ompan2/

%$e composition of t$e &oard is as under? Sunil &$arti "ittal :a8an &$arti "ittal 16$il !upta :a6es$ &$arti "ittal 9$ua Soc6 Eoong B/ Eumar Eurt =ellstorm Aonald 9ameron Faul <+Sullivan Frofessor (/S/ :a8u Fula6 9$andan Frasad &as$ir 1bdulla$ 9urrim8ee !avin Aarb2 S2eda Imam 18a2 ;al Gor6 9$2e 9$ang Faul Aonovan 1run &$arat :am

A$HIEVEME"T
5irst to launc$ 9ellular service on Bovember 199>/

1&5irst operator to revolutionaries t$e concept of retailing .it$ t$e inauguration of 1ir%el 9onnect )e4clusive s$o.rooms, in 199>/ 2/5irst to introduce pus$ button p$one in India/ ./5irst to e4pand it's net.or6 .it$ t$e installation for second mobile s.itc$ing center in 1pril, 1997 and t$e first to introduce t$e Intelligent Bet.or6 Flatform 5irst to provide :oaming to its subscribers b2 forming an association called 7orld 1 Bet.or6/ //5irst to provide roaming facilit2 in *S1/ 0n8o2 t$e mobile roaming across 38 partner net.or6s # above 700 cities "oreover roam across international destinations in 119 countries including *S1, 9anada, *E etc .it$ 28 partner net.or6s/ 0/&=1:%I announces aggrement .it$ (<A15<B0 mar6ing t$e entr2 of t$e 7orld's ;argest %elecom <perator into India 1/&$arti 0nterprises and 1H1 1sia Facific =oldings ;imited announce Fartners$ip for a life insurance 8oint venture in India 2/1irtel ;aunc$es future factor2 ' 9entres of Innovation to Incubate Fioneering "obile 1pplications

BHARTI announ-es a3ree4ent 5ith VO!A6O"E 4ar7in3 the entr8 o, the Worl+'s Lar3est Tele-o4 O9erator into In+ia

(odafone to invest appro4imatel2 :s/ 6,700 crores )appro4/ *SA 1/> bn/, to acDuire
around 10C in &$arti %ele'(entures ;td/

&$arti 0nterprises, Sing%el and (odafone to ta6e &$arti %ele'(entures ;td/ to

unassailable leaders$ip position in India

%$e lar3est sin3le ,orei3n in:est4ent e:er in the histor8 o, In+ia %$e largest investment in t$e Indian telecom sector &$arti establis$es its supremac2 in t$e Indian telecom mar6et, $aving attracted 1sia+s
best - Sing%el, and no. .orld+s best - (odafone/

&$arti set to gain global leaders$ip in t$e telecom sector &$arti 0nterprises continues to $old s$are$olding and management control in &$arti
%ele-Ventures&

A5ar+s ,or the 8ear 2001-2002

&=1:%I 1I:%0; A:17S %<F =<B<:S 1% %=0 "IS 1SI1 I% 0H90;;0B90 171:AS 2006

&=1:%I 1I:%0; 1"<B! %=0 %<F 10 &0S% F0:5<:"IB! 9<"F1BI0S IB %=0 7<:;A 199<:AIB! %< &*SIB0SS700E I% 100 ;IS%/

S*BI; &=1:%I "I%%1; IS %=0 I90< <5 %=0 G01:J 1% %=0 5:<S% 1BA S*;;I(1B 1SI1 F19I5I9 171:AS 2006 1BA &=1:%I 1I:%0; &1!S I7I:0;0SS S0:(I90 F:<(IA0: <5 %=0 G01:J 1BA I9<"F0%I%(0 S0:(I90 F:<(IA0: <5 %=0 G01:J/

&=1:%I %0;0'(0B%*:0S IS %=0 I&0S% IBAI1B 91::I0:J 1% %=0 %0;09<" 1SI1 171:AS 2006/

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;AirTel# A99ro9riatin3 the :alue o, 'e<9ression'=

<ver t$e last couple of 2ears, t$e mar6et $as gro.n considerabl2, .it$ deeper penetration and .ider usage of voice and data services, accompanied b2 muc$ $ig$er competitive intensit2,K 1tul &indal, c$ief mar6eting officer, &$arti %ele(entures, e4pands on t$is/ KIn t$is conte4t, differentiating merel2 on net.or6, coverage and S"S is 8ust not enoug$/ Gou need to go be2ond all t$e rational identifiers ' .$ic$ are prereDuisites in an2 case ' and connect at a deeper level/ 7e needed a strong differentiator in an increasingl2 commoditi3ed and cro.ded mar6et/ 7e found t$is differentiator in a core $uman trut$ t$at defines our categor2 ' .$ic$ is t$at t$ere are moments .$en 2ou need to ma6e 2our point, .$en 2ou need to be $eard/ 04pressing and communicating are per$aps t.o of t$e most basic emotions/ AirTel ena>les 8ou to 4a7e 8our 9oint in the 4ost e<9ressi:e 5a8, an8ti4e, an85here& The -a49ai3n is to5ar+s o5nin3 this throu3h 'E<9ress 8oursel,&' We >elie:e 'E<9ress 8oursel,' allo5s us to -onne-t at a +ee9er le:el an+ -reate a lon3-ter4 9lat,or4 ,or the >ran+&? 5or 1ir%el, t$e c$allenge also la2 in presenting a unified 'face' to t$e consumer/ %$is assumes significance .$en vie.ed in t$e lig$t of t$e compan2's pre' and post'paid communication, .$ic$, in t$e past, $ad been treated ver2 differentl2/ &rand image, as a result, .as being driven in t.o different dimensions/ K&rand 1ir%el is a categor2 leader straddling completel2 different mar6et segments suc$ as consumer, business and corporate, as .ell as different voice, data and pa2ment platforms,K sa2s &indal/ K'04press 2ourself' enables t$e brand to unif2 and connect across t$e entire base of our e4isting and prospective customers/K <ne of t$e most obvious benefits of o.ning a propert2 suc$ as 'candid e4pression' )and '04press 2ourself', is t$e e4pansive nature of t$e t$oug$t/ K%$e moment 2ou $ave as broad a canvas as '04press 2ourself', it becomes eas2 for an2one .or6ing on t$e brand to come up .it$ ne. ideas and e4ecutions/ %$at's .$at ma6es a good campaign idea,K observes :ediff's Fras$ant !odbole, .$o, along .it$ creative partner Larvan Fatel, conceived t$e campaign/ %$is is 8ust t$e proverbial tip of t$e iceberg, Fatel adds/ K7e .ill be ta6ing t$e idea for.ard in man2 different .a2s in t$e fort$coming .or6,K $e informs/ Fatel also credits $is creative team for Kfles$ing out t$e ideaK/

In <ctober 2002, "agic led t$e mar6et, .it$ 30C of t$e mar6et s$are/ &$arti claimed t$at its strategies .ere one of t$e most ambitious e4periments ever in t$e Indian pre'paid cellular telep$on2 mar6et/ =o.ever, given t$e increasing competitive pressure, doubts .ere being
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e4pressed regarding t$e abilit2 of &$arti's mar6eting initiatives to $elp "agic retain its '"agic' in t$e future/

AIRTEL BROA!BA"!
&$arti %eleventures is t$e fi4ed line operator business of 1irtel/ In t$e recent branding e4ercise, all t$e services $ave been offered under t$e 1irtel brand/ Aata is t$e ne4t driver for gro.t$/ %$is is clear to t$e operators .$o $ave belatedl2 reali3ed t$e implications for $aving a pie in all t$e segments of telecommunications/ =ence &$arti ventured in t$e broadband mar6et/ =o.ever, t$e main contention in t$e broadband mar6et is t$e price offering .$ic$ includes t$e band.idt$ costs as .ell as t$e cost of la2ing do.n t$e copper .ire/ %2picall2, in t$e mentalit2 of t$e profit ma6ing e4ercise, 1irtel $as so far focused onl2 in t$ose areas .$ere it perceives t$at a $uge mar6et is present/ =o.ever, I still $old t$at t$eir t$rust s$ould be in smaller to.ns and cities .$ere &SB; .ould ultimatel2 usurp t$eir potential customer base/ It seems t$at t$eir fancil2 paid "&1s $aven+t reall2 understood t$e success of &SB; .$o focused on t$e & and 9 class cities .$ere it $as dra.n unparalleled support despite t$e lous2 customer e4periences/ %$is is because of t$e absence of an2 ot$er operator/ %$e current offerings b2 1irtel does not reall2 ent$use a potential customer .$o is loo6ing at sustained data transfer/ It is t$e classic case of $aving somet$ing better t$an not$ing/ 1dd to t$e lous2 customer care t$at 1irtel is slo.l2 perfecting, it is staffed .it$ people .$o usuall2 land up in t$eir 8obs .it$ little idea of t$eir 8ob profile/ %$e so'called %ec$ engineers $ave often been unable to $elp a customer .$o is facing issues .it$ t$e connectivit2/ I $ave read first person accounts for t$e same/

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AIRTEL*s E"TER(RI E ERVI$E

%$e compan2 is a part of Bharti Enterprises, and is India's leading provider of telecommunications services/ %$e businesses at &$arti 1irtel $ave been structured into t$ree individual strategic business units )S&*+s, ' mobile services, broadband # telep$one services )&#%, # enterprise services/ %$e mobile services group provides !S" mobile services across India in 23 telecom circles, .$ile t$e &#% business group provides broadband # telep$one services in 90 cities/ %$e 0nterprise services group $as t.o sub'units ' carriers )long distance services, and services to corporates/ 1ll t$ese services are provided under t$e 1irtel brand/

Our er:i-es#
(oice Services "obile Services Satellite Services "anaged Aata and Internet Services "anaged e'Aata Services

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AirTel laun-hes V@E AVoi-e @ualit8 Enhan-erB ,or the ,irst ti4e in )ol7ata&
ERVI$E "AME 9alling ;ine Identification Fresentation )9;IF, Aial'a'service TY(E O6 ERVI$E 1utomatic onl2 for ne. acDuisitions 1utomatic onl2 for ne. acDuisitions 1utomatic onl2 for ne. acDuisitions 1utomatic onl2 for ne. acDuisitions 1utomatic onl2 for ne. acDuisitions 1utomatic onl2 for ne. acDuisitions !E $RI(TIO" Aispla2s t$e callers number on 2our mobile p$one screen *sers can call to get certain information and service/ 5or instance, Aial 60 for Infotel, Aial 131 for :ail.a2 info/ %$ese call numbers are available in t$e p$one boo6 do.nload e4clusive contents from 1irtel's 71F site 1ccess internet on t$e move and do.nload e4clusive contents from 1irtel's 71F site *sers can call into t$is voice recognition service and listen to 8o6es, movie gossips, do.nload ringtones etc 9ontent offered b2 media companies li6e Indiatimes, :ediff, Ga$oo fall into t$is categor2 :s/ 2/ 0 per minute (RE(AI! $HAR'E ARs&B (O T(AI! $HAR'E ARs&B :s/ 2>

:s/ 2 per minute

71F !F:S # "asala 6 6 9alling c$arges (1S S"S 9$arges

Fer content do.nload !F:S 9$arges ' :s 600 per mont$ :s/ 6 per minutes :s/ 3 per

Fer content do.nload !F:S 9$arges ' :s 600 per mont$ :s/ 6 per minutes

Introducing (M0 )(oice Mualit2 0n$ancer, for t$e first time in Eol6ata/ (M0 is a revolutionar2 ne. s2stem t$at spectrall2 reduces bac6ground noise/ It eliminates acoustic ec$o, ad8usts speec$ levels in bot$ directions and does a.a2 .it$ lo. or distorted speec$ so t$at ever2 .ord of 2our's can be $eard clearl2, .$erever 2ou ma2 be spea6ing from/
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%$e (M0 tec$nolog2 $as been sourced from %ellabs of *S1, .orld leaders in (oice Mualit2 tec$nolog2/ Some of t$e prominent !S" operators using %ellabs solution in t$e .orld are Sing%el, &ell Sout$, %elstra, &% 9ell etc/ %$e %ellabs noise reduction tec$nolog2 removes $ig$ bac6ground noise from t$e .ireless side of t$e call t$us delivering near .ireline clear call Dualit2 on mobile p$ones/ %$e %ellabs 3000 series of voice'Dualit2 en$ancement ec$o tec$nolog2 also eliminates t$e comple4it2 of acoustic ec$o generated b2 digital mobiles and $ands free 6its/ So go a$ead/ 04press 2ourself and feel t$e difference on Eol6ata's onl2 Bon'Stop 2/>! Bet.or6

AIRTEL "EW

&$arti 1irtel in6s *SA 00 million net.or6 e4pansion contract .it$ B<EI1

&$arti 1irtel limited? M2 cas$ profit e4ceeds :s/ 1,600 crores, F&% crosses :s/ 1,000 crores/

&$arti 1irtel is amongst India+s "ost 1dmired Eno.ledge enterprises in 2006/

Sunil &$arti "ittal receives N%$e =onorar2 5ello.s$ip+ from I0%0/

Botice of postal ballot for see6ing consent of t$e s$are$olders on sc$eme of amalgamation of Satcom &roadband 0Duipments ;imited and &$arti &roadband ;imited .it$ &$arti 1irtel ;imited/
1>

&$arti 1irtel to <bserve Silent period from <ctober 1, 2006/

(ROMOTIO"AL TRATE'Y
1fter t$e liberali3ation of t$e Indian %elecom Sector in 199 , t$e Indian cellular mar6et .itnessed a surge in cellular services/ &2 200>, t$ere .ere a total of 12 pla2ers in t$e mar6et .it$ t$e five ma8or pla2ers being &$arti %ele'(entures ;imited )&$arti,, &$arat Sanc$ar Bigam ;imited )&SB;,, =utc$inson'0ssar limited )=utc$,, Idea 9ellular limited )Idea, and :eliance India "obile ):I", ):efer 04$ibit I,/ 1ll t$e pla2ers e4cept :I" offered services based on t$e !lobal S2stem for "obile )!S", tec$nolog2/ :I" provided services based on 9ode Aivision "ultiple 1ccess )9A"1, tec$nolog2 as .ell as !S"/ 1s competition in t$e telecom arena intensified, service providers too6 ne. initiatives to .oo customers/ Frominent among t$ese .ere ' celebrit2 endorsements, lo2alt2 re.ards, discount coupons, business solutions and tal6 time sc$emes/ %$e most important consumer segments in t$e cellular industr2 .ere t$e 2out$ segment and t$e business class segment/ %$e 2out$ segment .as t$e largest and fastest gro.ing segment and .as t$erefore targeted most $eavil2 b2 cellular service providers/ &$arti %ele'(entures adopted celebrit2 endorsement as its c$ief promotional strateg2/ &2 200 it emerged t$e unprecedented leader commanding t$e largest mar6et s$are in t$e cellular service mar6et/ ):efer 04$ibit II,/ =utc$ implemented t$e celebrit2 endorsement strateg2 partiall2, rel2ing primaril2 on its creative advertising for t$e promotion of its brand/ &SB;, on t$e ot$er $and, attracted t$e consumer t$roug$ its lo. cost sc$emes/ &eing a state o.ned pla2er, &SB; could cover rural areas, and t$is $elped it increase its subscriber base/ :eliance .as anot$er pla2er t$at cas$ed on its innovative promotional strategies, .$ic$ included
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celebrit2 endorsements and attractive tal6 time sc$emes/ Idea, relied $eavil2 on its creative media advertising sans celebrities/

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RAHMA" T%"E $RO BARRIER

O-to>er 0/, 2002

E AIRTEL* EC$L% IVITY

9ellular service provider 1ir%el seems to $ave $it t$e rig$t note .it$ its ne. commercial starring musician 1 : :a$man/ %$e commercial .$ic$ is currentl2 on air $as a beat .$ic$ also doubles up as a ringtone .$ic$ is ostensibl2 available onl2 to 1ir%el users/ &ut t$e interesting part is t$at t$e ringtone is being flaunted not 8ust b2 1ir%el customers but b2 customers of rival service providers li6e &F;, <range and Aolp$in as .ellO I7e did e4pect t$e tune to catc$ up but t$is $as reall2 e4ceeded our e4pectations,J admits &$arti 9ellular+s c$ief mar6eting officer ).estern region, Frati6 Fota/ <verall, $e e4plains, it is a great advertising product for 1ir%el and .or6s li6e a I.al6ing, tal6ing brand ambassador/J

%$e ringtone .$ic$ is also t$e 8ingle for 1ir%el+s %( commercial, is proving to be a potent advertising tool for t$e compan2/ It is not ver2 clear .$at t$is means for t$e ot$er cellular operators/ 9ellular users $ave been Ifor.ardingJ t$e tune to one anot$er, .$ic$ according to "r Fota, $as given 1ir%el a c$ance to enter t$e Imind of t$e userJ irrespective of .$ic$ service $e opts for/ IIt gives t$e user a c$ance to go bac6 to t$e 1ir%el product and acts as a strong reminder medium,J $e e4plains/ "ar6eting professionals li6e Samsi6a "ar6eting 9onsultants+ managing director Pagdeep Eapoor point to t$e usage of an Iaudio celebrit2J as somet$ing t$at is significant/
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I%$e normal practice is to opt for film stars and sportsmen rat$er t$an an audio personalit2J $e sa2s/ :ivals, t$oug$ seemingl2 unfa3ed b2 t$e p$enomenon, seem to be doing t$eir o.n $ome.or6 on t$is brand of advertising/ 7$ile none of t$em commented on 1ir%el+s strateg2 and its impact on t$eir o.n subscriber base, one advertising professional .or6ing .it$ a rival service provider opines t$at t$e tune is ItransientJ and not li6el2 to $ave an2 long term impact as a brand building tool/ &eing t$e latest entrant in t$e "umbai circle, 1ir%el $as $ad to find .a2s of cutting t$roug$ t$e clutter/ Sa2s "r Eapoor,J 1ir%el .ill $ave tr2 to find .a2s to attract ne. customers and convert t$e e4isting ones/J 04plaining t$at t$e usage of an audio celebrit2 .as more Istrategic t$an tacticalJ, $e adds t$at non'1ir%el users .ill $ave t$e 1ir%el Ibrand e4perienceJ inspite of not using t$e service/ 7$ile "r Fota $ig$lig$ts t$e fact t$at t$e usage of t$e tune b2 ot$er operators means ;,ree a+:ertisin3= ,or AirTel and t$e users $aving a positive disposition to.ards t$e product, t$e nature of reaction from competition remains unclear/ I9ompetition .ill not do .ell to adopt a 6nee 8er6 reaction and .ill $ave to come out .it$ advertising t$at is .ell t$oug$t outJ e4plains "r Eapoor/ =e anticipates a situation .$ere t$e ne. entrant )1ir%el, .ill continue to be more aggressive/

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TE"!%L)AR D HAHR%)H& &ot$ %endul6ar and Eing E$an alread2 s$are t$e frame for soft drin6s ma8or Fepsi9o India/ %endul6ar is not t$e first cric6eter to endorse &$arti+s 1irtel brand/ Indian captain Saurav !angul2 $ad done so .$en 1irtel launc$ed its service in t$e eastern metropolis of Eol6ata in 2001/ %$oug$ compan2 e4ecutives .ere mum on t$e value of t$e %endul6ar deal, t$ose in t$e advertising fraternit2 peg t$e signing rate for t$e t$ree'2ear deal an2.$ere bet.een :s 8 crore and :s 10 crore/ &ot$ Sac$in and S$a$ :u6$ are t.o of t$e most soug$t after celeb endorsers in t$e countr2, .it$ t$e former edging out t$e latter in t$e celeb endorsement race/ %$e "aster &laster+s portfolio includes brands li6e 9olgate Falmolive, 0SFB'S%1: Sports, Fepsi, ":5, &oost, %(S, Falio, (isa, 1diddas and &ritannia/ %$e leading brands endorsed b2 E$an include =2undai, Fepsi, 1irtel, %ag =uer, 9linic 1ll 9lear, &agpiper and (ideocon, among ot$ers/ 1ccording to compan2 e4ecutives, t$e idea of roping in %endul6ar is in line .it$ t$e group+s strateg2 to connect to t$e mass mar6et t$roug$ celeb endorsers from movies, cric6et and music/ I5or mass connect, S$a$ :u6$ and Sac$in are t$e best bet as brand endorsers,J sa2s a senior compan2 e4ecutive/ &$arti plans to launc$ a multimedia campaign targeting its service

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at

t$e

mass'mar6et/

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E OBFE$TIVE
%$e ob8ective of m2 pro8ect report is to stud2 t$e advertising strateg2 of 1I:%0; 9ellular service and its effect on mobile users e4isting and .$o are going to use mobile service in future/ In ot$er .ords, m2 aim is to stud2 t$e A+:ertisin3 E,,e-ti:eness o, AIRTEL 9ellular service/

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!ATA O%R$E
Aata is collected from bot$ t$e Frimar2 sources i.e. Duestionnaire and also from Secondar2 sources/ (ri4ar8 sour-es# %$e primar2 source of data collection is t$roug$ Duestionnaire/ %$e Duestionnaires are distributed among 3> peoples and t$eir vie. is recorded and used in anal23ing t$e data

e-on+ar8 sour-es # %$e secondar2 sources includes online sites, ne.spapers and templates from 1I:%0; distributions centers and 1I:%0; 9ustomer 9are/

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Feople 6no. about 1I:%0; cellular service t$roug$ 30 C 5riends 70C 1dvertisements >C <t$er Sources

friends advertisements other sources

5eature of 1I:%0; forced people to use 1I:%0; is 3>C 1dvertisements 3>C!ood.ill 20C 9onnectivit2 10CSc$emes

2>

advertisement connectivity schemes goodwill

(eo9le*s ,irst -hoi-e o, -ellular ser:i-e 5hen the8 5ant to use 4o>ile 9hone
AIRTEL /0G RELIA"$E 10G H%T$H .0G TATA I"!I$OM 0G I!EA HG OTHER 2G

AIRTEL HUTCH TATA INDIC ! RELIANCE IDEA THER"

26

6eature o, AIRTEL is >etter than the 9eo9le*s 9re:ious -ellular ser:i-e&

1dvertisements 2>C

9onnectivit2 60C

Sc$emes 1>C

AD#ERTI"E!ENT" C NNECTI#IT$ "CHE!E"

27

AIRTEL users in 9eo9le*s 9hone >oo7

;ess t$an 30C 30C ' 70C "ore t$an 70C ? ? ? 1>C 2>C 60C

%&'% '%&(% (%&)%%

28

T89e o, a+:ertise4ent 4ostl8 li7e >8 9eo9le in AIRTEL is

1udio (isual Frint 1udio ? ? ? 8>C 2C 13C

Audio #isual *rint Audio

29

$ele>rit8 li7e+ >8 9eo9le :er8 4u-h in AIRTEL

Sac$in S$a$ru6$ Eareena 1/ :/ :e$man ? ? ? ? >>C 38C 2C >C

"ACHIN "HAHRU+H +AREENA A,R, REH!AAN

30

(eo9le ta7e >ene,its o, s-he4es o,,ere+ >8 AIRTEL

G0S B< 91B+% S1G ? ? ? 8>C 13C 2C

$E" N CAN-T "A$

31

(eo9le li7e 4ost in AIRTEL is

B<EI1 Q 1I:%0; 1I:%0; "1!I9 Fostpaid services 1I:%0; &roadband ? ? ? ? 86C >C 8C 1C

N +IA . AIRTEL AIRTEL !A/IC *ost0aid services AIRTEL 1road2and

32

er:i-e li7e+ >8 9eo9le 4ost in AIRTEL is

1I:%0; missed 2ou service :ing tones =ello tunes ? ? ? 63C 1>C 22C

AIRTEL missed you service RIN/T NE" HELL TUNE"

33

(eo9le 9arti-i9ate -ontest o,,ere+ >8 AIRTEL li7e BI! TO WI", LI*L $HAM(
G0S B< ? ? 72C 28C

$E" N

T89e o, re-har3e -ar+s li7e+ >8 9eo9le

"ore tal6 time "ore validit2 &ot$ ? ? ? 23C 1>C 62C

!ore tal3time !ore validity 1oth

3>

36

$O"$L% IO"
%$e conclusion of m2 stud2 is t$at 1I:%0;+s 1dvertising $as a ma8or impact its users/ Feople li6e its sc$emes ver2 muc$ /1I:%0; $ad created a ver2 good image on t$e mind of t$e ne. users of cellular service/ 1I:%0; $as adopted a ver2 good strateg2 b2 providing a ne. connection .it$ B<EI1 .$o is mar6et leader in mobile set, man2 ne. users bu2 Bo6ia sets and t$e2 get a free connection of 1I:%0;/ 1I:%0; is successful in capturing t$e $ig$est mar6et s$are b2 adopting 9elebrit2 0ndorsement Strateg2/ 1/:/ :e$maan+s tune for 1I:%0; .or6ed as free advertising for 1I:%0; as anot$er service user uses it too/ <t$er celebrities li6e S$a$ru6$ E$an )boll2.ood, and Sac$in %endul6ar )9ric6et, $as also contributed ver2 muc$ in 1I:%0;/

37

RE$OMME"!ATIO"
&2 virtue of its connectivit2 and advertising strateg2 1I:%0; is successful in grabbing t$e $ig$est mar6et s$are in India, but t$ere are still some recommendations from m2 stud2 point of vie. is t$at 1I:%0; needs to ma6e its net.or6 service more stronger t$an ot$er service providers to dominate t$e mar6et in future too/ 1I:%0; s$ould introduce c$eaper rec$arge cards t$an t$e ot$er because its competitor =*%9= $ad introduced it/ 1I:%0; s$ould sign more celebrities from cric6et and boll2.ood/

38

BIBLIO'RA(HY
O"-LI"E WEB ITE ?
/ o
777/!<<!;0/9</IB

o 777/1I:%0;/9<"

"EW (A(ER #
o %imes of India )1> <ct 2006' 2 Bov 2006,

BOO) ?
39

o "ar6eting "anagement, Ar/ S/;/ (ars$ne2 and Ar/ :/;/ !upta, %$ird :evised 0dition, Sultan 9$and and Sons/

@%E TIO""AIRE
"AME A!!RE O$$%(ATIO" $ELL%LAR ERVI$E % E! I, AIRTEL than 9ro-ee+ ,urther 1& Ho5 +i+ 8ou 7no5 a>out AIRTEL -ellular ser:i-eI 5riends 1dvertisements <t$er Sources # # # #

2& Whi-h ,eature o, AIRTEL ,or-e+ 8ou to use+ AIRTEL I 1dvertisements !ood.ill
1

9onnectivit2

Sc$emes

.& Whi-h 5as 8our ,irst -hoi-e o, -ellular ser:i-e 5hen 8ou 5ant to use 4o>ile 9honeI AIRTEL H%T$H I!EA RELIA"$E TATA I"!I$OM <%=0:S

/& Whi-h ,eature o, AIRTEL is >etter than 8our 9re:ious -ellular ser:i-eI 1dvertisements 9onnectivit2 Sc$emes 0& Ho5 4an8 AIRTEL users in 8our 9hone >oo7I ;ess t$an 30C 30C ' 70C "ore t$an 70C

1& Whi-h t89e o, a+:ertise4ent 8ou 4ost li7e in AIRTELI 1udio (isual Frint 1udio

2& Whi-h -ele>rit8 8ou li7e :er8 4u-h in AIRTELI Sac$in S$a$ru6$ Eareena 1/ :/ :e$man H& Ha:e 8ou ta7e >ene,its o, an8 s-he4e o,,ere+ >8 AIRTELI G0S B< J& Whi-h 8ou li7e 4ost in AIRTELI B<EI1 Q 1I:%0; Fostpaid services 1I:%0; "1!I9 1I:%0; &roadband

10&Whi-h ser:i-e 8ou li7e 4ost in AIRTELI 1I:%0; missed 2ou service 5ree :ingtones 5ree =ello tunes 11&!o 8ou 9arti-i9ate -ontest o,,ere+ >8 AIRTEL li7e )B$-2 D In+ion I+ol-2I G0S B<

12&Whi-h t89e o, re-har3e -ar+s 8ou li7e 4ostI "ore tal6time

2

"ore validit2 &ot$ )i/e/ Fost paid, 1.&A--or+in3 to 8ou is AIRTEL is K1 in In+iaI Ges Bo