India is adding around 8.5 million to 10 million new mobile subscribers to the network each month, emerging as one of the fastest growing telecom markets in the world.

The market saw a growth rate of 33 per cent over previous year .The number of mobile subscribers in India, (India is the world's second-largest wireless market after China) has gone up to around 280 million.

India’s telecom gaints NOKIA & AIRTEL introduced a bundle offer(Handset bundle offer referred as HBO) to penetrate in deeper pockets of Indian markets.

* The prime objective of the campaign was to explain the TG - “Advantages of Mobility” alongwith knowledge on

o “How to use a mobile” and o “How to own a mobile”.

* To promote & sell the Handset bundle offer i.e- Airtel & Nokia together, and

* To facilitate the existing owners of Airtel and Nokia

Brief / Objective –

Brief & Objectives

?Age group-15 years and above?Farmers, non -farmers, students?Secondry T.G- women ?Who wish to grow in life ?Wants to be connected with their loved ones

T.G -

E x p e r i e n t i a l M a r k e t i n g

Activity

A ground level campaign was organized in 7 states all across India to create awarenees and share advantages of mobility with T.G. The entire campaign was spill in three phases with each phase running for three months.

Activity -

The activity flow –

Free calling for handset demo & network clarity

Ro ds w cum ve s c nduc eda ho e nt o t

Str t showsee

t t In erac ive sessions

sInteractive game

F ee recharge for exist ng users r i

E x p e r i e n t i a l M a r k e t i n g

Merchandizing

Extensive merchandizing was done to create strong visibility about Airtel and Nokia Jodi offer. Banners, Posters were installed at strategic location like:-

? Traders? Retailers? Agri shops?Kiryana shop? Existing Airtel or Nokia retailers

Amplification

Haats:-

?Two or three haats were covered every week enabling us to cover maximum TA within a short span of time.

Fairs:-

?Big fairs and Melas were apt place for doing such an activity. People were at leisure, had time to spend and watch the activity. Also they had money that could be spent on secondary purchases.

Amplification result

The visibility created by merchandize covered 2.81 lacs of shops frequented by 28 lac eye balls

Amplification result

Each haat is frequented by atleast 15 satellite villages- hence message reaches to approx 15 lac no. of audiences.

Amplification result

Participation in 15 fairs in UP & Bihar yielded close to 150000 eye balls

E x p e r i e n t i a l M a r k e t i n g

Scale

70%Farmer (Male & Female)

15%Students

15%Traders

50lac customers directly interaction on ground

CUSTOMERS NOMENCLATURE

E x p e r i e n t i a l M a r k e t i n g

Result

HBO’s worthUnits: 64,600Amount: Rs 8.12 Cr

Recharged Soldamount: Rs 8.2 Cr

Sim sold Units: 1 lac

Amount: Rs 50 Lac

Wopping Sales of RS 16.82 Cr generated in 12 months

E x p e r i e n t i a l M a r k e t i n g