UNINOR LAUNCH CAMPAIGN

Joint venture between Telenor (67.25%)& Unitech group(32.75%)

Started mobile services in India in December 2009 focussing on GSM technology

India’s 8th nation wide mobile operator operating in 8 out of 22 telecom circles in the country

Hub head offices at Delhi, Kochi, Chennai, Bangalore, Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati, Indore, Chandigarh

Introduction

Product: Prepaid CDMA and GSM mobile services in 8 circles out of 22 circles in India

Price: Smart Tariff Plan Talklonger@29p/min Callmore@29p/min

Promotion: Slogan- ‘Ab mera number hai’ Brand Ambassador- Young, Energetic, Ambitious youth

Place: 8 circles of 22 Indian telecom circles- in cities like Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Kochi, Noida , Greater Noida, Agra, Lucknow, Varanasi, Gurgaon and Ghaziabad.

4 P’s of marketing

Marketing Objective

◦ Primary To Capture a substantial market share in the youth segment

of telecom subscribers Generate Sales

◦ Secondary To establish and position as a strong telecom brand in India Cutting down degree of separation, come closer to the

consumer

Objectives of the campaign

Communication Objective

◦ Primary To attract eyeballs & create top of mind awareness for the

brand Develop it to be a brand that is inspirational, more than

aspirational Creative strategy- Informational with Positive appeal ‘Pride ’

◦ Secondary To Convey the Key Benefits/USP

Media Objective

Cell phone ownership- Total- 51%

Male- 56%Female- 44%Youth (16-19 years)- 64%

Amount spent on Mobile per month (average)-Boys- Rs. 125 (71% of pocket money)Girls- Rs.106 (62% of pocket money)

New mantra of youth-Kapda Ipod and Cellphone

Statistics

'Ab mera number hai'

Positioning

Positioning statement, ‘Ab mera number hai’, is the voice of a young Indian who is restless to succeed who knows that his or her time has come and it is now

Uninor believes that heroes need not necessarily be celebrities and stars

The real heroes are out there — succeeding every day in their own lives, making it on their own and wanting more

Target Audience - Youth as well as all the ambitious people

Target Market : positioning

Creative agency : Leo Burnett

Production house : Rising Sun

Outdoor agency : Navia

Media Agency : Zenith Optimedia

Details of agencies hired

• Print

• Television

• OOH

• Radio

• Internet

media used

creatives of the campaign

PRINT

OUT OF HOME

Internet

Television

• Print Newspapers:TOI, Mumbai Mirror, HT, etc. Magzines Pamplets

• Television News channels, Entertainment channels,etc.

• OOH Billboards, Buses, Autorikshaw, Hoardings, Banners, etc.

• Radio Red FM, Big FM, Radio Mirchi, etc.

• Internet Social networking sites: Facebook, Orkut, Twitter, etc. Blogs,etc.

media vehicles

Neha Raje- 24Sachin Jain- 29

Vaibhav Kothare-39Shraddha Goje- 42

Nisha Sharma-

Thank you