Idea Cellular expands 3G smartphone

portfolio, eyes non-metros

http://www.campaignindia.in/Article/389988,idea-cellular-expands-3g-smartphone-portfolio-eyes-nonmetros.aspx

Idea Cellular has expanded its portfolio of 3G smartphones with two new models. At a launch event in
Mumbai on 12 August, the telecom major unveiled Idea Ultra+ and Idea FAB with the target of
penetrating the non-metro regions better. Idea Ultra+ is expected to retail at Rs 8,300 and Idea FAB is
priced at Rs 4,999. The entry-level smartphones are targeted at young professionals and students.
Infibeam is the official online retail partner for these phones and the physical distribution of the
products will be done across Andhra Pradesh, Gujarat, Haryana, Kerala, Maharashtra and Goa, Madhya
Pradesh and Chhattisgarh, Uttar Pradesh (East), Uttar Pradesh (West), and Punjab.
Speaking at the launch, Sashi Shankar, chief marketing officer, Idea Cellular, said, "With the mobile
phone increasingly becoming the first screen for a majority of users across semi-urban and rural India,
Idea has remained focus at proliferating mobile internet through these smart devices by making them
available at affordable price points for increased adoption. The new Idea Ultra+ and FAB will offer a
wider choice of 3G smartphones in the low to mid-segment price category, while giving our users an
experience of high-end smartphones."
Shankar projected sales of 25,000 to 30,000 in the first two months for the two models. The focus for
Idea Cellular would be further expand distribution and be present in the regions that it currently caters
to only through Infibeam, without undermining sales through the online channel.
On the marketing initiatives for the two products, Shankar told Campaign India: "We won't do too much
of advertising for these. There will be some BTL advertising but we will primarily depend on our
distribution. We have a number of promoters in the marketplace stationed at outlets to engage with the
consumers and explain them the features of the devices.

Switch your network, not your number,

advises new Idea campaign
http://www.campaignindia.in/Article/239689,switch-your-network-not-your-number-advises-new-ideacampaign.aspx

Idea Cellular's latest campaign informs viewers of the upcoming service of Mobile Number
Portability, which will be available first in the Haryana circle from November 25, 2010.
In the TVCs, created by Lowe Lintas, brand ambassador Abhishek Bachchan encounters people
who are experiencing difficulties with their mobile service providers like poor customer care,
limited network and a bad tariff plan. When asked why they have such problems, they all
respond, "No idea", to which Bachchan advises, "Get Idea".
According to Arun Iyer, national creative director of Lowe Lintas, Mobile Number Portability
will make the mobile telecom game tougher. "It was just perfect timing for a campaign like this,
with Mobile Number Portability around the corner. If people are unhappy with their mobile
service provider, the campaign tells them which way to go," he said.
Ashwin Varkey, group creative director, Lowe Lintas, added, "There will be an outdoor
campaign in Haryana, where the service will be launched first. Similarly, other mediums besides
TV will be used when it's introduced for the rest of India in the next couple of months."
According to Rajat Mukarji, chief corporate affairs officer, Idea Cellular, Idea is ready to enable
Mobile Number Portability on its network. We have made substantial investment in network,
technology, processes etc. to allow mobile subscribers to switch network and move to Idea, post
Mobile Number Portability. Idea has taken the lead in spreading awareness about Mobile
Number Portability, amongst mobile consumers across the country."
Anupama Ahluwalia, senior vice president marketing, Idea Cellular, said, The ads have been
designed to demonstrate Ideas strengths in being a pan-India network offering seamless
connectivity across the length and breadth of the country; affordable and relevant products and
service offerings; accessible and humane customer care; accurate billing systems; voice clarity
and no call drops. We believe that these are key parameters for consumer satisfaction and will
ultimately be the deciding factors for exercising choice, post Mobile Number Portability.

Idea Cellular goes green; menu card, bill,

now on your cellphone

http://www.campaignindia.in/Article/227793,idea-cellular-goes-green-menu-card-bill-now-on-yourcellphone.aspx

The next time when you visit any Barista or Caf Coffee Day outlet, you may be able to access
the menu and your bill through your cellphone.
Taking its 'Use Mobile, Save Paper' campaign further, Idea Cellular has partnered with the two
leading coffee chains Barista and Caf Coffee Day to spread awareness about its 'Go Green'
campaign through a unique mobile application that will allow people to download the menu card
and bill on their mobile phones. This will eliminate the need for paper-based menu and bill in
that particular transaction.
This green initiative - executed by Idea Cellular's media agency Mindshare - kicked-off on the
occasion of Valentines Day on February 14th, and will continue for at least two weeks to
connect with large number of people who frequent coffee joints, and engage them in the Green
awareness campaign. Visitors to these coffee outlets can access the mobile application by
switching on their BlueTooth through a simple download on their phones, browse through the
menu and select the items to be ordered.
On completion, order summary is displayed and user can view the bill amount for the items
ordered. The user will also get a message of the 'Use Mobile, Save Paper' campaign.
Over 90 outlets of Barista in Delhi, Mumbai, Bangalore, Kolkata, Chennai, Hyderabad and Pune
and 75 Cafe Coffee Day outlets in Delhi, Mumbai and Bangalore will promote Ideas 'Use
Mobile, Save Paper' campaign by demonstrating to the youth of the country that the mobile
phone applications can be effectively utilized to undertake large number of day-to-day activities,
thereby saving tones of paper everyday.
Pradeep Srivastava, CMO, Idea Cellular said, "World over, millions of tonnes of trees get cut
everyday to produce paper, leading to alarming rates of deforestation. One simple idea to save
paper is to efficiently use the mobile phone for large number of day to day communication. The
new Idea Cellular campaign showcases how the mobile phone can be used as an efficient tool to

read daily newspapers generate e-bills, make payments and transactions, issue e-tickets and
boarding passes; thereby saving tonnes of paper everyday."

Idea launches new campaign, focuses on

education for all
http://www.campaignindia.in/Article/224889,idea-launches-new-campaign-focuses-on-8220educationfor-all8221.aspx

Idea Cellular has unveiled its new campaign called Education for all. The campaign has been
created by Lowe Lintas. The theme of the campaign is based on the idea that the mobile phone
can be one of the means of providing education in rural areas. The campaign carries forward the
brands positioning, What an idea!
Brand ambassador Abhishek Bachchan plays the role of the head of an educational institution.
When he is challenged by the physically bound classrooms in schools that prevent providing
education to many more children who are in need of education, he uses mobile phones to spread
education in villages.
It is a 360 degree campaign including various on-ground initiatives like mobile tutorials, online
education help as well as support with admission. Idea has also collaborated with NDTV
Networks and Nanhi Kali, an NGO for the education of the girl child to launch an initiative. The
company will reveal more about this plan in a few days.
Girl education is what came into our mind while thinking about the idea for the new Idea
campaign and we created this story, said R Balki, chairman and chief creative officer, Lowe
Lintas. The team behind the campaign includes Tarun Chauhan (business head),Tarannum
(business leader for Idea) and the creative team consists of Nikhil Rao, Ashwin, Jaywant.
Sanjeev Aga, managing director, Idea Cellular, said, IDEA is redefining mobile telephony
standards through its reach, connectivity and value-added features. We believe strongly that new
ideas can change our lives, a thought that has been central to our brand promise from the
beginning."