AirTel has taken the star power route to retain its Magic. It has signed up Kareena Kapoor and Shah Rukh Khan and cricketer Saurav Ganguly for its northern markets. Tamil star Madhavan will endorse the brand in Chennai and in the rest of Tamil Nadu.
According to company sources, the Magic is a youth brand, and all these celebrities depict exuberance and confidence to succeed, which are in synergy with the core values of the product.
The Madhavan campaign in Chennai and other parts of Tamil Nadu, will comprise outdoors, print advertising and television commercials on all the major Tamil channels. While the outdoor and print campaign will be kicked off within a fortnight, the television campaign will go on air by end of May.
The company has also launched a new SMS service called Panchangam, which, according to AirTel, will enable the customers to get to know about an auspicious time during the day, by dialling `p', and sending it to 500.
The company has also tied up with Indiatimes.com to provide news headlines and stock market reports through the SMS service. These value-added services are part of the company's endeavour to be identified as a corporate concerned about the people of Chennai.
Source: Business Line