The battle for the Mumbai cellular service provider market is gaining more range. For starters, Mahanagar Telephone Nigam Ltd’s (MTNL) Dolphin will soon take a jolly ride in suburban Mumbai trains while MaxTouch Telecom is already painting Mumbai Orange—from hoarding, print ads to kiosks. In addition, Orange is also offering a host of privileges to woo new customers. Clearly, a colour-no-bar battle is on between leading cellular companies in Mumbai.
On MTNL’s game plan to promote its cellular brand ‘Dolphin’, says MTNL general manager (GSM-II) AR Saxena: “We are making efforts to improve the visibility of our cellular brand through outdoor media advertising plans by October this year. Also, we are in the process of signing up with a new franchisee to beef up our dealership network.”
MTNL is planning to increase the number of its dealerships in a bid to reach out to a wider audience. As part of its outdoor media advertising strategy, MTNL plans to paint bus shelters, buses and suburban trains in Mumbai with Dolphin’s brand proposition.
BPL Mobile, on the other hand, is planning to offer various value-added services to its subscribers
As part of its marketing strategy, Hutchison Maxtouch Telecom is in the process of rolling out a print campaign to popularise its ‘Orange’ brand across the nation. It will continue its focus on mass media advertising plans and their ‘Orange Privileges programmes’.
Our typical marketing budget is usually 10 per cent of the topline spend