Idea Cellular has successfully adopted the events route to build the brand, using extensive mass media in the past. This has helped them break the clutter and reach out to the consumers as well as go beyond the announcement of new tariffs every fortnight.
Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular, said, “We doing Idea tickers for news headlines. We have Idea branded in 5-6 news channels like Aaj Tak, NDTV, etc. Idea has also sponsored several TV programmes like ‘Idea Sa Re Ga Ma’ on Zee Marathi; STAR TV’s ‘Idea Ek Se Bar Ke Ek’. We then realised that we had to go beyond mass media and create branded communication, which is branded consumer engagement.”
Shrivastava said, “The reason for building brands through events is that it creates awareness, briefs consumers about the product and caters to the local large population.”
“We did local theatre in Uttar Pradesh and Andhra Pradesh along with the bundled offers from Idea. It caters to the local audience. We did hunt for local talent, which happened through ground engagement, which was then routed to radio. We also do national events like Idea IIFI awards in Dubai, Idea IFIE at Goa, Zee Fashion Award. We recently did an event featuring Pandit Jasraj, who performed under Idea Jalsa. We will be doing a theatre festival in Pune in February,” Shrivastava further said.