Introduction A mobile phone service provider in India. Its a Joint Venture between - Maxis Communications Berhad, Malaysia (74%)- Apollo Hospital Enterprise Ltd, India (26%). Indias fifth largest GSM mobile service provider witha subscriber base of over 27.7 million. (as of October 31, 2009).

Registered member of WiMAX forum nationally &internationally.

Introduction [contd.] Offers both Prepaid & Postpaid GSM service across

India. It has a market share of 12.8% of all the GSM operators in the country. As of date, Aircel is present in 18 of the total 23 telecom circles - (areas include)East India West Bengal, Assam, Bihar & Jharkhand, Orissa. South India Karnataka, Kerala, Tamil Nadu, Andhra Pradesh. West India Mumbai, Maharastra, Goa North India Himachal Pradesh, Delhi & NCR, J&K, U.P (east & west).

Challenges for AircelBusiness Challenge Consumer Challenge

Business Challenge 7 well established players in the market.Reliance Communications Airtel Vodafone Essar BSNL Idea Cellular Tata teleservices MTS

Very high Level of Awareness among the existing. Establish Aircel as a National Stature brand.

Consumer Challenge Complicated challenge for a tightly regulatedcategory that makes quite identical. Finding space in the most offerings look

consumers mind besieged by noisy communication with parity, almost like commodity offerings.

Media Strategy

It strategized to introduce Aircel as the giant of all changes by changing the unchangeable. We changed the way media was used across all media and leading the way was Print.

Innovative Positioning StrategyJust arrived boxes at the airport.

The IPL scoreboard at Mahim Causeway.

Innovative Positioning Strategy [contd]The projection of the logo on the landmark Gateway of India.

In case of emergency, cut rope, at Milan Subway Mumbai.

Masthead changed to align Aircel brand theme TOI masthead changed from The Times Of India to Move on India Never before in the 170 years history of TOI/In the history of advertising.

Mast head change conceptualized to incorporate the Brand Tag Line- Time to move on" and To your world of possibilities. To maintain the curiosity among readers purposely it did not disclose about Brand on the Front page. We changed the format of TOI

5 column Flap was done in place of regular 2-3 columns to accommodate brand communication message in sync with Publications Masthead 13 column wide spread communication message without gutter space Front page Live Edit was split into page 1 & page 3, First ever in print advertising

Front Page of TOI on the day of Aircel launch With changed masthead and 5 columns flap with live edit

Look of the newspaper with flap

Opening of Flap

With flap opening completely and with no Gutter space.

Unprecedented Increase in Awareness & Consideration% Awareness75 60 45 4075 60 45 30 15 20 51

+ Consideration

%

30 11 15 0 1 Feb Mar Apr

0 Feb Mar Apr

Source: Brand Track, AC

On Monthly add on numbers, Airtel slipping to Aircel!Airtel 60 50 4033 31 28 25 49 42 47

Vodafone

Aircel

30 20 10 0

%10

0

Feb

Mar

Apr

Source: COAI : Circle - Delhi

Services Aircel Business Solutions (ABS), part of Aircel, anregistered member of WiMAX forum provides services

- Multi Protocol Label Switching and Virtual Private Networks (MPLS VPNs), - Voice over Internet Protocol (VoIP) & - Managed Video Services. Value Added Services include Music On call Aircel Pocket Internet Voice Station Subscription Services MMS

- Missed Call Alerts - Dialer Tunes - Live Astrology - Doctor On call

Conclusion

Awards In 2006 Customer satisfaction & Network quality by Voice and Data.

In 2007 Best Mid-Size Companies.

In 2008 Best regional operator by Tele.net.

Awards In 2009 honored by CMAI INFOCOM NationalTelecom Award for, Excellence in Marketing of New Telecom Service.

In 2009 honored at the World Brand Congress for - Brand Leadership in Telecom, - Marketing Campaign & - Marketing Professional of the Year.