Here we have a company who has a strong base down south. And looking to expand pan-india. What is the traditional way to expand. Hire a national icon- Shah rukh khan is everyones favorite. Promise the sun and capture the sand.
The marketing team at Aircel has done exactly that. Hired Dhoni as brand ambasaddor, but hey theres a hitch... theres too much competition and an urge to be different than just the same. Docomo is offering PPS, competing on that would be a Me too. But hey, i get the idea from one of Dhonis ads.. The last campaign that featured Dhoni encapsulated the VAS (Value added services) of Aircel. He says its mobile on the go to blog, check scores online and update facebook , share pics.
But hey they go smarter still. "Save our Tigers" is launched. The aircel campaign goes CSR, 1411 tigers says the campaign and counting down. Dudes, you touched the chords of an average indian. Then it says, blog, write and share on their packaged site and lo. Aircel is promoted.
A brilliant piece of Strategic marketing whereby they have tried to build Aircel as a brand with a conscience. I particularly like the telecom market at the moment, where they are identifying different niches. Vodafone said connectivity with its Pug campaign , Idea is somewhere on the CSR range as well with "what an idea" sirjee. Interesting times to be a telecom marketer.
2 comments:
Hero Honda also does something similar. Though not CSR, still.. It's promoting the brand using the Hockey tournament as a cover.
Different thinking from the marketing guys off late.. :)
yeah kind of similar. thats called Event based Marketing!!!! They are main sponsors of the Hockey tournament. But they have done something interesting, used personalities from different sports like Rajyawardan rathore, sehwag and leander to advertise another sport thats hockey and at the same time promote their brand.... (They are using actors in their brand ambasaddor list as well)
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