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Bharti ropes in Bollywood stars to widen its consumer base

16-February-2001
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Bharti ropes in Bollywood stars to widen its consumer base

Bharti is rejuvenating Magic, the entry-level pre-paid card by roping in Shahrukh Khan and Karisma Kapoor as brand ambassadors. The Bollywood icons are expected to provide the right support values to the mass product.

Bharti will focus on Sec B and C categories which are capable of doubling the user-base in a year. There are 2.75 lakh pre-paid card users in the country of which Bharti has a market share of 60 per cent followed by Essar’s Speed card.

Industry sources suggests that the Sec A users are only a handful and the user base is likely to reach saturation point shortly. If the cellular industry doesn’t jump into the fray of hooking the mass market, they will be left behind in the race.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.