First it was Hutch (now Vodafone) that went to town with the colour pink. Now it is Tata Indicom’s turn to paint the town blue. The telecom company is on a rebranding drive and has adopted some innovative marketing strategies to build the brand further, apart from revamping its retail network and re-energising the brand experience.
Commenting on the rebranding exercise, Abdul Khan, President-Marketing, Tata Teleservices Ltd, said, “We are painting the town blue. Our focus is to push forward the brand with the focus on the mass market. We are focussing on street visibility by installing blue zones, signs, and even painting the street blue. We will have different armies of people explaining the features of Tata Indicom phones to people on the street.”
He further said, “We need to extend our appeal across different segments. We need to transit from a value for money brand to an aspirational brand. We are launching our new identity by rolling out Tata Indicom exclusive stores and imparting special training to people in these stores.”
Khan added, “We are doing an innovation drive with the mobile Internet space. We are leveraging the product to build a connect with a significant target group – the youth. With the mobile Internet there is validation of superior network benefit. It is built on the brand guidelines on repositioning competition. Our sales increased by 75-80 per cent after roping in Kajol as our brand ambassador.”
“We are conducting the country’s first celebrity treasure hunt called ‘Fun on the run’ on Zee TV every Saturday. The reality show showcases Tata Indicom VAS bouquet and the geographical boundaries. The show is being anchored by TV celebrities like the Viva girls. The third episode will go on air soon and there are nine more episodes to come. We have been able to show the brand message in a fun way through this show,” said Khan.
Tata Indicom is also building a regional connect via a 360-degree approach at local levels. South Indian actress Trisha has been roped in as brand ambassador for the Southern markets. Other initiatives included the tie-up with the Akshay Kumar starrer ‘Heyy Baby’. The company has more such movie tie-ups on the anvil involving Hindi as well as regional movies.
“We have sustained our presence in prime generative media like print, TV, etc. The advantage is brand communication. It optimises our marketing and communication efforts and demonstrates a key step in our transformation and ensures we stand apart from competition in a positive, differentiated and relevant way,” Khan said.
Tata Indicom has also launched an online store ‘I-choose’ for mobile connections. The handsets would be delivered upfront free of cost and activation would be done within three working days.
Khan said, “The online store can be accessed at www.ichoose.in. ‘I-choose’ is currently available across the 18 circles of Tata Teleservices and will be available in Mumbai shortly.”
“Results of our efforts so far have shown that brand awareness has moved to 85 per cent while ad awareness has moved to nearly 90 per cent. Preference for Tata Indicom has moved up to 21 per cent (up from 14 per cent at the beginning of the year) .We are consecutively featured as Campaign of the Month by Mint for Unlimited Talktime & Plug2Surf,” Khan informed.