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Airtel promotes enterprise services with ‘business@ease’ campaign

19-October-2004
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Airtel promotes enterprise services with ‘business@ease’ campaign

To promote its new enterprise services, Airtel has come out with a series of ads targeted at CEOs and CFOs. Sanjoy Mohanti, Director Marketing, Enterprise Services, Airtel says the telecom major is aggressively promoting the enterprise business through print, electronic and below-the-line activities (BTL). The basic communication theme is ‘business@ease’.

Mohanti said as a total telecom provider, Airtel’s new venture aims to provide end-to-end solutions to corporates across the country. The connectivity needs of corporates will be catered to by using a mix of applications and technologies. The entire organization is tailored to bring focus to customers' needs through a unique multi-dimensional structure. In all there are six verticals in the enterprise services, namely, mobile, voice, managed data and Internet services, managed e-business services and managed customized integrated solutions.

This venture is now being aggressively promoted under the ‘Airtel’ brand through a series of ad campaigns developed by Percept Advertising, which effectively convey the message that corporates can run their ‘business @ ease’ with the new enterprise services of Airtel. Besides regular print and electronic advertising, BTL activities will also be undertaken. This year’s polo event at Jaipur is being organized and related corporate events will also be sponsored, he said.

Amitava Mitra, Vice-president, Percept Advertising, says the enterprise services ad campaign has been developed over a period of three months. The promotion is a series of one TVC and four print ads which carry the tagline ‘business@ease’. The main idea of the campaign is to convey to corporate heads that communication problems of organizations can be taken care of by Airtel. The 30-second TVC runs on business and news channels, shows a CEO who imagines himself taking a spa while working at office. The CEO is relaxed as the communication problems of the organization have been resolved by Airtel’s enterprise services. The series of four print ads in national business dailies also brings the out the concept of ease with which businesses can be run with Airtel’s enterprise services, he said

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