With the aggressive market postures of MTNL’s Dolphin, BPL Mobile and Hutchison Max are now stepping up their brand-building exercises. BPL Mobile plans to come out with an aggressive print campaign to announce its two news services.
BPL Mobile has also entered into a strategic alliance with MTV India, in an effort to popularise its new service — miDate. The company also announced a tie-up with Midday Multimedia Ltd. to offer real time news content — miNews — to BPL’s cellular service subscribers.
As for the new entrant ‘Dolphin’, MTNL is planning to launch a high-voltage television commercial very soon.
Hutchison Max is also planning to launch an aggressive advertising campaign to promote its Orange brand very soon. After painting Mumbai town orange with adlines like: “Cutting Chai — Rs 2, Orange airtime Rs 1.49”, the company plans to focus on customer relationship management (CRM) initiatives. Ogilvy One has designed CRM initiatives for its client Hutchison Max.
Orange has recently launched an aggressive online promotion called ‘Treasure Hunt’. Spread across 20 Web and WAP sites, the duration of the online game is from August 1 to August 15 this year. The Treasure Hunt application has been developed by GurukulOnline Wireless solutions.