Presents

AD-Times
 GENERAL INFO
• HQ- MUMBAI
• CHAIRMAN- KUMAR MANGALAM BIRLA
• MD- SANJEEV AGA
• Parent companies- Aditya Birla Group
Axiata Group Berhad
Providence Equity
• Brand ambassador- Abhishek Bachchan
• IDEA was the first to launch GPRS in India
• Creative agency- LOWE LINTAS
 INCEPTION & DEVELOPMENTS
• Initially TATA cellular in 2000
• JV with BIRLA and AT &T
• With the JV came the name IDEA
• Took over RPG’s operations in MP
• 2004- took over Escort group’s ESCOTEL
• 2005- AT&T sold its investment in IDEA
• 2006- TATA sold its investment in IDEA
 CAMPAIGNS
• Break the language barrier
• Walk when you talk
• What an idea sirjee for GREEN PLANET
• Talk for India
• Democratic country
 CONTESTS
• Oongli cricket
• Kaho what’s your IDEA- National Inter School
Skills Test
• Drive home a DEZIRE contest
• IDEA Ravaan challenge
• Khel khel mein FORD FIGO challenge
• A lot of localized contests
 SPONSORS OF….
• DECCAN CHARGERS…IPL-3
• KAUN BANEGA CROREPATI
• FILM FARE AWARDS
 VIDEO ADS
• http://www.youtube.com/watch?v=LutgXjsaU
Gk&feature=fvst
• http://www.youtube.com/watch?v=STZAcD2R
6YI&feature=related
• http://www.youtube.com/watch?v=0tTW4W_
MMB0&feature=related
• http://www.youtube.com/watch?v=P-gWkHZ0
e1E&feature=related
 Marketing Strategy
• Idea promoted its services through several innovative ads via variety of
media like TV, print, out-of-home, and radio.
• Idea had not hired any celebrity to promote its services till late 2007.
• When Idea expanded its geographical presence to cover several
telecom circles in India, it hired film star Abhishek Bachchan to endorse
its brand in October 2007.
• Idea's focus in its ads also changed from highlighting its tariff plans and
network coverage to using mobile telephony to solve social issues.
• Idea also developed several websites to support its ads based on social
issues.
• These ads increased brand recall of Idea which was very little in the
initial years after its inception.
• It won Economic Time's “Emerging company of the year award in 2009
 “Kyunki bolne ke liye bhasha ki zarurat nahi hoti”
(Break the language barrier)
• The television commercial is under its popular “What an Idea,
Sirji!” series that demonstrates the power of telephony, but this
time it’s taken the language route. 
• The latest campaign from Idea builds on the mobile service
provider’s strategy that conveys progressive thoughts in a simple
way.
• The communication strategy demonstrates the ‘power of an
idea’ in a fresh and imaginative way.
• The creative idea was to appeal to the youth in particular.
Almost every Indian has gone through a situation where one has
struggled to communicate with another fellow Indian just
because of the language. It’s about how a simple phone call can
help in building bridges among people, speaking different
languages.
 Placement Tip
Tejasvi Bongirwar, Intern Last Year
• The first stage is your CV selection , no specific criteria
• The next stage is a group discussion in a group of 8 to 10 people for about 20 min or so.
It is the usual GDP session just like the other companies. Be aware of Current affairs and
read the newspaper thoroughly of the day process would take place.
• The last is your interview stage: (most important, as on-the spot offers also given)
– Know your CV well: about yourself, all your key projects in depth, anything in addition which
you would like to tell them and not written in your resume
– See the company’s website to have a fair idea of its objectives, product, management
– Very important: Be familiar with basic terms of Telecom Industry: ARPU, MOU, VLR, AON, OG
MOU, IC MOU, Latest updates which includes knowledge of 3G, trends in Telecom ( refer to
Crisil reports, TOAI website etc), How many players( UNINOR is the latest addition). They will
be impressed if they find you familiar with such terms, cause that’s a regular complaint of
telecom recruiters.
– Normal marketing concepts: stp, distribution channel, plan to increase your reach in
rural( this is the latest talked about topic in Telecom)
– Product development in Telecom has 5 sections: PREPAID, POSTPAID, VAS, BRANDING& TIE-
UPS, ROAMING/PCOS…there can be more depending on the industry.
• * the tips above are general for all telecom industry , and the last 5 sections were in
idea. Hence to differentiate yourself from others show that you have knowledge and
interest in Telecom by researching the above.
Best Of Luck