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Jain ISP plans to allocate Rs 6-cr ad budget to boost subscriber base

26-January-2001
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Jain ISP plans to allocate Rs 6-cr ad budget to boost subscriber base

Jain Networks has kicked off its five-part advertising campaign - `Experience the True Pleasure of the Net' - to boost its newly introduced ISP connection products in Delhi.

This follows from Jain ISP's switch-over from free-Internet access offering (Freedial in) to paid-ISP model this month.

The campaign for Jain ISP's PSDN dial-up products - Primer (30-days pack), Regular (100 days), Classic (1 year) and Premium (3-year) - will utilise media like print, outdoor and point of sales and stay through February 2001. This will be followed by a TVC and radio campaign as Jain Networks plans to expand to 20 cities by March 2001.

The company claims to have secured a subscriber base of 76,000 through free Internet access offering (between July and December 2000) and 3,000 through the payment mode (started this month). To boost the base, the company plans to allocate Rs 6 crore for advertising and promotion in the fiscal 2000-01. By March 2001, it hopes to have a paid subscriber base of 8,000 in Delhi.

In order to boost Net usage, retain customer base and win new customers in the cluttered as well as virgin markets, the company plans to pursue a mix of strategies like tele-shopping, Direct-to-Office and forge linkages with educational institutions.

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