Remember ‘Get in the Loop’ campaign initiated by BPL Mobile way back in 2007? Well, it was just a first step towards a progressive migration because from today midnight, BPL Mobile will be known as Loop Mobile. The transition is the result of BPL Mobile’s rapid growth and also the deployment of NGIP (Next Generation Internet Protocol) and EDGE technologies.
Airtel has done it again with their new commercial. With the right elements, this ad touches each and every Indian. It brings out the core values and somehow manages to put across its message to the consumers. The core elements: The family, the village setting and the attachment between the father and son beats any other ad in its clan.
Though the idea may not be to sell, it surely adds to the brand value. We think that the Indian touch along with its great selection of actors is what makes the ad stand out. Bharti’s move to have ads based on the same platform seem to have worked, but they tend to evaporate too soon, unlike other ads in the category.
However, in terms of adding equity, and getting the rural consumer interested, this ad definitely does the job for Airtel. And with millions of them enrolling themselves to the telecom revolution, this might just touch the right chord at the right time.
With companies shifting focus from mainstream media to cut costs, the next best alternative available to them is the mobile. Mobile marketing, through SMS and other mediums, is witnessing a healthy growth. This has led to mobile users being bombarded with a plethora of ads and other content.
In the process, the Indian user has become one of the most exposed user to mobile ads. Though it can be considered as an achievement on one hand by mobile marketing companies, who are making the best of it, it’s not the best time for the Indian mobile user. After all who wants to be bombarded with ads when you are least interested in them.
Going deeper, we see the rise of the free SMS and other similar platforms offered to brands, as one of the reasons for this outcome. Another contributor is the economic slowdown, which has caused brands to divert a part of their ad budget to cheaper alternatives. Looking forward, we see the exposure increasing with improvement in the content and the way it is delivered to the user. A good example of which is the Airtel SMS2.0 platform.
“I Miss you so much, It hurts….” Yes, we are talking about the new Airtel Voice SMS commercial that you must have come across on TV. What the ad tries to do, is rope in people to use the Voice SMS service on offer, as a substitute to the normal SMS. The USP would definitely be the ‘jazbaat’ or the ‘feeling’ that is added to an SMS, which you could not do with a normal SMS.
Though the idea has been put across fairly well, the service could find very less takers. SMS is generally used for short and precise communication and if I wanted the recipient to hear my voice, I would rather call. Anyways, if you’re still interested in using the service, add a star (*) before dialing a number and record your SMS. Each Voice SMS is charged at 75 paise.
The much hyped and talked about YoYo ad by Virgin Mobile is making rounds amongst the youth. But what does the Ad trying to convey? The Ad basically talks about how, through Virgin, you can make free calls to your pals.
The plan communicated in the Ad is the Vpower Plan. Pay Rs.28 per month and get calls to other Virgin Mobile numbers @ 10paise. It works like a YoYo because the person you call earns the same amount thus making it FREE. There is a condition to the plan which goes like this:
- Calls to a Local Virgin Mobile India number will be charged @ 10p/min only till first 700 VMI minutes or 30 days from the date of recharge (whichever is earlier)
- No talktime or validity
- This recharge is not applicable on a Demo/Employee/ Virgin 2 Virgin Plan or any other non-commercial plans
Nokia has been expanding from its handset manufacturing niche to a new media agency for advertising on mobile phone applications and websites. In other words, the network will offer advertising on the mobile internet and innovative ad units within mobile applications. For this initiative, Nokia has roped in a deal with Airtel to show ads in India. This means we can see ads showing up on Airtel’s Live page or even be promoted to download free Nokia apps like Mosh, Widsets and so on.
The success rate totally depends on the number of mobile internet users but Nokia is optimistic of getting a high clickthrough rate (CTR) of 10%.
Tata Teleservices claims to be the fastest growing telecom service provider in India. You would be doubtful about this statement, but it’s completely true. Tata Indicom is all set to give the biggies in the industry a run for their share of the cake. The most recent blow is the result of the market study made by market research agency Synovate. It marks Tata in numero uno position in terms of Brand Recall, Awareness and Reach.