Bharati Cellular Limited plans to launch its WAP initiative ‘AirTel Tango’ on December 28, 2000, at a monthly rental of Rs 199 and a special airtime rate of Rs 2 per minute. However, as a further introductory sop, the monthly rental of Rs 199 will be waived off for consumers till March 31, 2001. During this period special airtime charges for AirTel Tango will be further reduced to Rs 1 a minute. The introductory offer includes a free add-on AirTel SIM Card.
To boost the presence of the Tango brand, Bharati will roll out a Rs 1.5-crore launch campaign ‘Are You With It’, comprising outdoor and print advertising (handled by Rediffusion), roadshows (organised by event marketing company CRI), and direct marketing initiative (undertaken by WCI).
The roll out follows an extensive consumer research, done by Quantaum, across all age groups, gender and SECs to create a distinct brand identity for Tango.