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Tag: Airtel

  • Airtel reboots ‘My Airtel’ mobile application

    Airtel reboots ‘My Airtel’ mobile application

    MUMBAI: Bharti Airtel has launched an all new avatar of its ‘My Airtel’ mobile application. The application has been redesigned on Android to follow an intuitive and easy to use interface, which allows customers to conveniently discover, access and self-manage Airtel services across mobile, fixed line and DTH platforms.

     

    The new version of the ‘My Airtel’ application also comes loaded with a wide range of fresh features and capabilities and fits within the company’s wider agenda of driving an enhanced digital experience for customers. The new ‘My Airtel’ application is now available for select users and will be rolled out for all customers over the next few days.

     

    “With design simplicity, intuitive commerce flows and high performance as our priorities, we at Airtel have been working towards re-energizing the experience our customers enjoy while interacting with us through our online properties. A first step in this very direction – the all new My Airtel app has a contemporary design interface that will simplify our customer journeys and allow them to do much more – efficiently and effectively. I would like to encourage all our customers to experience the bigger and better version of My Airtel and enjoy the Airtel Surprises that come along with recharges,” said Bharti Airtel director – consumer business Srini Gopalan.

     

    Customers can now use ‘My Airtel’ app to recharge any mobile number, and receive ‘Airtel Surprises’ coupons with exciting offers like coupons worth value of first, birthday week and many more in weeks to come.

     

    In partnership with mydala, a coupon and discount marketing platform present in 200 cities in India, ‘Airtel Surprises’ will leverage a series of exclusive tie-ups with merchants across categories like shopping, food, wellness, entertainment – and offer coupons for popular brands like PVR Cinemas, Café Coffee Day, Flipkart.com. amazon.in, Ebay.in, Myntra.com, Archies, VLCC, among others.

     

    Additionally, the newly added ‘I Want To’ feature will allow customers to make their frequent tasks (e.g. recharge of a specific prepaid mobile number) a quick action on their application’s home screen.

     

    The in-application payment experience and card store feature have now been upgraded and Airtel’s payment stack is now PCI-DSS certified to ensure a safe, secure and faster check out experience for customers across My Airtel and also the PC and mobile web experiences. Push notifications with alerts such as low balance, pack expiry and payment due date will also be available on the app. Additionally, customers on ‘My Airtel’ will not incur any data charges for using the application.

     

    Betting big on delivering an improved online experience for its customers – the company has already launched a new fast-loading homepage for its website www.airtel.in, a new 4G experience at www.airtel.in/4G and an omni-channel experience to order a brand new Xiaomi RedMi 4G atwww.airtel.in/mi. Airtel is currently focused at re-engineering its online experience to ensure improved interfaces, reduced load time, payment failures etc. 

  • Dish TV fortifies sports packaging for ICC Cricket World Cup

    Dish TV fortifies sports packaging for ICC Cricket World Cup

    MUMBAI: Cricket fans are currently glued to their television sets as the ICC Cricket World Cup kicked off this past weekend. Service providers such as Airtel Digital TV, Videocon d2h, Tata Sky, Sun Direct and Dish TV too are celebrating the onset of the event.

     

    While Tata Sky and Videocon d2h are pushing their 4K set top boxes, DTH operator Dish TV has decided to fortify its sports packaging to offer a maximum of 12 sports channels during the gala event.

     

    When asked how the DTH platform planned ahead of the World Cup, Dish TV chief operating officer Salil Kapoor says, “We conducted a pan India consumer survey, which revealed that the millennial generation has tremendous interest in sports and that HD is the preferred choice for watching sports. The research also showed an interesting angle that usually in a family its only one person who is interested in sports, the rest are still focused on GEC, movies, music etc.”

     

    Kapoor further says that keeping these insights in mind, the platform re-looked at its packaging. “First we decided to up the HD quotient and added maximum number of HD channels. We now have 39 HD channels. We even fortified our sports packaging, offering maximum sports channels (12) in India,” he informs.

     

    When quizzed about his views on a few DTH platforms focussing on the launch of 4K, which has limited content, Kapoor opines that while 4K is definitively a superior technology, the content for this technology is minimal in India. According to him the sale of DTH HD boxes is directly proportional with the sale of LCD TVs, which constitutes around 65-70 per cent in India, whereas 4K TVs are far too expensive and marginal compared to LCDs.

     

    “It will take some time for this technology to pick up in India and broadcasters to start producing content in 4K. Till then HD will dominate the content market. Understanding this, we introduced 39 HD channels, which are the highest in the country,” he says.

     

    Talking about how the repackaging will help the platform, Kapoor says that they call it a “cricket plus approach,” which highlights something for everyone to enjoy in High Definition.

     

    “The consumer has already taken notice of our enhanced services and the numbers have started ringing in. We will expand our new consumer base significantly. The marketing activities are planned to promote the HD edge that we have as a brand,” he concludes.

  • Cricket World Cup 2015: A festive ground for new TVCs

    Cricket World Cup 2015: A festive ground for new TVCs

    MUMBAI: The India vs Pakistan cricket matches are always a nerve tester for players, but this time the test was not restricted to the green field alone. The test went on to the creative desks of advertising agencies. The mission being: to make a unique presentation for their client and garner viewer attention.

    The marketing blitz was started by Star Sports, the official broadcaster for the ICC Cricket World Cup, when it launched a TVC emphasising on the history of the two teams in 50 overs World Cup since 1992. Named Mauka (opportunity), the TVC depicts how Pakistan has never been able to burst crackers after a match against India in the World Cup. The TVC starts with a young man buying crackers in 1992 when Pakistan played against India for the first time in the World Cup. Pakistan lost the match and since then after every four years he gets the box of crackers out but Pakistan loses. Eventually his kid starts getting optimistic and removes the box but Pakistan continues to lose, so the dejected father and son keep waiting for a mauka (opportunity). The campaign has been planned and executed by Star India and its internal creative team.

    Star, as an extension to the mauka campaign, has now launched another TVC. This time it emphasises on how India has never won a match against South Africa in the World Cup. The two teams face each other on 22 February and it remains to be seen what Star comes up with after that.

    If Star’s TVC was about competition and comparison, Pidilite came up with a totally different concept. The brand used the emotional quotient of the neighbouring countries to garner attention with its todo nahin jodo (don’t divide, unite) campaign. The film opens with an arched gate. One soldier each from both sides is seen parading and marching. Each is trying to outdo the other, and as they go through their marching routine, the Indian soldier notices the peeled shoe sole of the other soldier. Fearing a loss-of-face, as crowds look on, he looks appealingly at his rival on the other side. The other soldier waves his arms about in a flurry of movement following which the shoe is shown as being fixed. A slow motion replay reveals that the soldier has in fact pulled out a tube of Fevikwik and mended the shoe instantly, the action hidden by the speed of his movements. The march continues and the soldiers salute each other at which point, a Super appears on screen while a VO is also heard saying –Fevikwik. Todo nahin, Jodo! (don’t divide, unite).

    Commenting on the campaign O&M executive chairman & creative director South Asia Piyush Pandey told Indiantelevision.com, “Fevikwick is a brand of bonding so while there was animosity everywhere we decided to take the path of unity. The ad depicts competitiveness but ends with a smile and Fevikwik is about bringing a smile on the face of everyone in the world. The ceremony is something that happens every day.” 

    The ad is buzzing on social media, and will certainly trend for a while. While the entire world was supporting either of the teams, the Pidilite ad successfully brought a smile to each and everyone irrespective of their domicile.

    Madras Rubber Factory (MRF) also launched its campaign during the India vs Pakistan match. The film begins with the Indian cricket icon Virat Kohli getting a call from a girl and Formula 1 driver Narayan Kartyekein connected to the technical team in the racing circuit. Both of them are given five minutes to reach their destination. Kohli drives a sedan while Karthikheyan drifts on his racing car. Both start racing to meet their respective deadline. The ad emphasises on the tyres and with a motto to establish itself as all utility tyre brand. The film ends with the message– ‘There’s a lot riding on us.’ That is symbolic of the hopes of millions of Indian fans who want the team to return with the World Cup just like MRF tyres that undertook the journey of making the players reach safely to their destination. The ad has a very abstract ending. 

    Speaking about the campaign Lowe Lintas executive director G V Krishnan asserted, “MRF has been serving the country for over 60 years by providing new age solutions in the tyre category. We have been in the forefront of tyre technology and go to great lengths to test the performance of our tyres and subject them to rigorous tests on the race track.  All with an intent to provide the very best of customer experience. We chose Virat and Narain as both are performers and stretch themselves to deliver consistently. The story with Virat and Narain depicts how both perform their task cut out effortlessly on a MRF tyre which was born on the race track to perform on any road.”

    On the target audience, he said, “The entire Indian Diaspora was our target. It certainly communicated the message that we were trying to and we have received good feedback.”

    Indian telecom network Airtel also used the platform to launch its One Family One Plan scheme. The brand used family drama as its unique concept. The ad shows how a child is being extremely nice and sweet to his father. The Airtel One Family One Plan enables member of the family to share his or her plan with the other. So the kid behaves nicely to his father to get blessed with a share of the family postpaid plan. The mother is also very much present throughout the ad and encourages the kid. The ad uses famous Bollywood song Phoolon ka taroon ka sab ka kehna he ek hazaroon mein meri behna hai with some modification. Keeping the tune same, the song is re sung where the behna (Sister) is replaced by papa (father). 

    Speaking about the commercial Taproot co-founder and chief creative officer Santosh Padhi said, “The TVC has nothing to do with sports. We decided the cricket World Cup as the right time to launch the campaign. The ad is made to depict family emotions as the product is one family one plan. Depending on the product, we execute our creative plans and we did the same this time too.”

    Dettol India also used the platform to launch its Maa Mane Dettol Ka Dhula (mother trusts only Dettol) campaign. The hygiene product manufacturer launched two TVC’s during India – Pakistan clash. Both the commercials emphasise on the mother’s care for their children. Dettol dettol chants are used in various parts of the ad.      

    Cricbuzz.com, a property of Times Internet which provides all round cricket coverage of international  and other domestic cricket tournaments from around the world has launched its first marketing campaign in the form of TV ads. It revolves around the concept Cricket Ka Keeda To Hoga Hi, Jab Ho Cricbuzz Ka Mobile App, which translates to – The Cricket Bug will surely bite you, when you have the Cricbuzz mobile app on your smartphone. The TV ads present real life scenarios and how the Cricbuzz App changes the way you react to them.

    Cricbuzz Milk Ad: The ad starts with a man engrossed in his phone while entering the door. He apparently was asked to get milk by his wife. When the wife sees him she asks for the milk, he replicates the bowling action and throws the packet on her head. When he sees his wife’s stunned face he says, Bouncer tha, duck karna tha na baby! (baby! You should have ducked, it was a bouncer).

    Packaged food brand Lay’s, too came up with a new ad titled Yeh Game Hi Hai Taste Ka (the game is of taste). The brand has used the timing as its unique selling point. The World Cup timings are indeed problematic for a cricket fan. The Ranbir Kapoor starrer TVC emphasises on how Ranbir successfully manages to rescue his friends out from their respective work place to catch the World Cup action live on TV. 

    Mobile app Saavn also roped in Ranbir Kapoor for its pitch jo bhi ho playlist saavn ka ho campaign. The video emphasises on how an Indian gets carried away by the world cup fever and uses abusive language to depict emotions.

    Another video from Saavn sees Ranbir informing viewers on the new ways of playing music. Narrating rhythmic dialogues the film star explains the evolution of mobile music. The video ends with Ranbir saying Saavn daalo Music barsao dialogue and entering a theater.

    Besides the new advertisements, many brands kept their old TVCs running during the World Cup. E-commerce venture YepMe continued with the Shah Rukh Khan starrer TVC. Ceat tyre too stayed with the chik (sneeze) ad featuring Irfan Khan. The TVCs were well complemented by innovative L bands throughout the match. 

    Overall, the ICC Cricket World Cup is turning out to be an exhibition of TVCs where creative minds are going all out to leave an impact on the viewers’ mind. While some are going for high profile celebrities, others are trying to win hearts conceptually. Todo Nahi Jodo is amongst the most popular videos on YouTube and certainly leads the lot.

  • Disney India launches official video game for ICC Cricket World Cup

    Disney India launches official video game for ICC Cricket World Cup

    MUMBAI: Disney India’s Interactive business has launched the official game of the ICC Cricket World Cup 2015 titled ‘ICC Pro Cricket 2015’ for PCs, with cut down versions for smartphones and DTH platforms, which will give users around the world a taste of the real world of Cricket. The highly immersive game was launched at Sydney Cricket Ground (SCG) with renowned names from the world of cricket – Brett Lee and Harsha Bhogle.

     

    Disney India managing director Siddharth Roy Kapur commented, “Globally, Disney is defined by innovation. We have always believed in leveraging technology to enhance the entertainment experience for consumers and we reflect this sentiment in all the products we develop in Disney India. The Interactive business of Disney India has produced an incredible game which sets the benchmark for cricket-based games globally. Cricket is amongst one of the most popular sports not just in India but across the world, and the ICC Cricket World Cup is the biggest possible celebration of the sport. We appreciate the support we have received from the ICC to be able to present this world-class game to Cricket fans on the occasion of the World Cup 2015!”

     

    “We are set out to build cricket as a franchise in the world of gaming. Our latest offering — ICC Pro Cricket 2015, a real cricket simulation game with high quality gameplay and superior visual experience to our global audiences is just the beginning of our journey. This will be the best in cricket games, bringing our consumers as close to a real on-ground cricket experience as possible, thus elevating the overall gameplay. We hope cricket lovers enjoy playing this game as much as they enjoy the ICC Cricket World Cup,” said Disney India vice president   Sameer Ganapathy.

     

    Cricketer Brett Lee opined, “It’s a great honour to launch this video game in conjunction with the ICC and Disney India. The graphics are incredible and I love the fact that this game can be played on not just your PC, but on your phone as well. I’m sure lots of people will be hitting their own sixes and taking the prized wicket of David Warner with this game.”

     

    Now with its latest offering – ICC Pro Cricket 2015, Indiagames has developed an “as close to real” simulation gaming experiences of its kind. It is a cricket fan’s delight – equipped with two gameplay cameras and over 25 in-game camera angles, the action never stops! The game is packed with a super immersive gameplay, stunning graphics and multiple play modes making the gameplay experience as close to the real game on-ground as possible, for PC, mobile and DTH users. In the game, users can earn, trade and collect players to create their own fantasy team and can put their best foot forward against the world’s best players. The gamers also have the opportunity to play with 14 official ICC World Cup 2015 teams from the tournament with real players like MS Dhoni, Michael Clarke, James Anderson and others.

     

    ICC Pro Cricket 2015 will be available on PCs and mobile phones (on iOS and Android) across India and other select international markets closer to the ICC Cricket World Cup 2015. PC users can download the game from www.procricket2015.com for a flat cost of $ 9.99, while DTH players can access this game through Dish TV and Airtel. For smartphones, it is a freemium game which will allow users to download the game for free.

  • Foreseegame targets 500 brand tie-ups by FY16 end

    Foreseegame targets 500 brand tie-ups by FY16 end

    KOLKATA:Kolkata-headquartered Foreseegame.com, a digital media company for consumer engagement, which has tie ups with more than 70 brands like Emami, Rupa, Spencer’s, Airtel, and Citibank among others, is aiming to partner approximately with 500 brands by the end of next fiscal (2015-16).

     

    The engagement media company, which is a wholly owned subsidiary of Microsec Enterprises, allows brands to integrate with advertisements on TV, radio, newspapers, on-ground promotional activities, direct communication and most importantly, social media and mobile platforms.

     

    Foreseegame.com chairman BL Mittal said, “Through our platform and engagement games like opinions and surveys question and answer sessions, the brand can engage with people in the age group of 18 – 45 years. By registering the brands in the minds of people, companies can see tremendous growth in online sales. Some of the major brands have already partnered with us and we are eyeing 500 brands by the end of next fiscal.”

     

    “It is the media, which covers the full cycle of engagement by providing solution of rich engagement, testing the product and ultimately making the consumers emotionally connected persons with the brand. Our platform provides a focused consumer engagement. Brands stand to gain undiluted consumer attention towards its products and offerings by the way of fun-filled interaction,” Mittal added.

     

    At Foreseegame.com people can play games of prediction and get rewarded. Through such engagement programmes, the brands can see these people converting into customers sooner. “The constant engagement with brands excites consumers to test the product and ultimately become the customer of the brand,” Mittal said.
     
    “Brand engagement is required, but that shouldn’t just be interacting with the customers. It should be more like a long-term affair with the consumers, wherein key consumer insights should also be taken into account,” opines Abhishek Sengupta, a city-based advertising expert.
     
    When asked if the company takes consumer insights into account, Mittal said, “Brand ideas are often the culmination of consumer insight and the brand offer.”

  • Now just walk-in to an Airtel storeto buy a Redmi Note 4G

    Now just walk-in to an Airtel storeto buy a Redmi Note 4G

    MUMBAI: Continuing the New Year bonanza that started on January 1 with the opening of bookings for the Redmi Note 4G, India’s largest telecom services provider Bharti Airtel (“Airtel”), today announced that coming Friday, January 16, 2015 will be celebrated as ‘Mi Day’ across its 133 stores in 6 cities – Bangalore, Hyderabad, Chennai, Mumbai, Delhi-NCR and Kolkata. Starting 3:00PM on Friday Mi India fans will be able to simply walk-in to the nearest Airtel store and walk-out with a Redmi Note 4G without any pre-booking. The devices will be sold on first-come-first-serve basis till stocks last. The Mi Day will be held every week subject to stocks being available.

     

     This is in addition to the ongoing booking process where customers can get a confirmed appointment at a store of their choice to purchase the Redmi Note 4G by visiting www.airtel.in/mi.

     

     Airtel prepaid customers can purchase the Redmi Note 4G at the store on recharging their connection with at least 1 GB 3G data pack. The sale is also open to Mi India fans using other telecom operators’ services provided they purchase an Airtel prepaid (with at least 1GB 3G data) or postpaid connection. Such customers will therefore have to carry a copy each of their ID proof and address proof along with a passport size photograph for submission as KYC (know-your-customer) documents. Airtel stores will accept various payment modes including Credit Card, Debit Card or Cash.

     

     Customers purchasing the Xiaomi Redmi Note 4G will also be provided a 4G SIM and will be able experience amazing 4G speeds on their device in cities where Airtel offers 4G services. Existing Airtel 3G users can enjoy 4G speeds on their new Redmi Note 4G at the same tariff as their existing 3G plan, without activating any special 4G plan. In cities where Airtel 4G services are not yet available, customers will be automatically upgraded to 4G at the same tariff as their existing 3G data packs once 4G services are launched in their city.

  • Hungama.com releases ‘Digital Music Trends 2014’ report

    Hungama.com releases ‘Digital Music Trends 2014’ report

    MUMBAI: The year gone by had much to take note of. Hungama.com, an on-demand digital entertainment store-front, too has released a report on the music trends of 2014.

    The report, ‘Hungama.com Digital Music Trends 2014’, analyses music trends as per usage, both downloading and streaming, pan-India; with information on the most popular music streaming platforms as well as popular devices and music choices of Indian consumers.

    Music streaming across Hungama.com’s digital properties saw over a 100 per cent increase between 2013 and 2014, as per the report, which includes statistics based on web, WAP and mobile apps consumption. In comparison, between 2013 and 2014, the Android platform witnessed an increase of close to 100 per cent with regards to access of service over Android devices alone.  In fact, during 2014, 90 per cent of the music streaming access was accounted for by mobile devices driven by the growth in mobile internet usage.

    Bollywood based music, accounting for 81 per cent, was the preferred genre of music consumed across Hungama.com’s digital platforms, followed by international music at 10 per cent. Hungama.com, which introduced a multi-lingual transliterated version of its Android app in Hindi, Tamil, Telugu and Punjabi in 2014, saw streams for south Indian music and Punjabi music accounting for 4 per cent and 2.2 per cent of the total streams for the year. In terms of regions, Maharashtra accounted for the largest share of streams and downloads in 2014.

    The report also gives insight into the most popular handset manufacturers and devices of 2014. While Samsung continues to be the most popular mobile brand, the second spot was taken by Sony, followed by Micromax, Motorola and HTC in the top 5 most popular device manufacturers of 2014. Among the most popular handsets used, Samsung Galaxy dominated with nine devices leaving one spot for the Motorola MOTO G (8th position) in the list of top 10 most popular devices of 2014.

    2014 was also the year that brands increased their presence and reach on digital platforms. The leading advertisers on Hungama.com’s music platforms for 2014 include leading brands Airtel, Snapdeal, Vodafone, Ford, ITC, IPhone, HP, Unilever, Bacardi, Ask Me, We Chat, OLX, Canon, Quikr, Zee, Max Life, Maruti, Mcdowells and Cadbury.

    The report also includes ‘Hungama.com Chart-toppers 2014’, which delves into the most popular music among Indian consumers during the year. Hungama.com Chart-toppers 2014 is based on trends, both streaming and downloads, along with songs’ popularity and number of likes for music released in 2014; with a vision to promote the talents behind the music. The list includes a broad mix of genres, artists, languages and composers whose music released in 2014.

    As per the report, Arijit Singh is the most popular male singer of 2014 while Priyanka Chopra is among the top 10 most popular international artists for her hit title ‘I Can’t Make You Love Me’. Shah Rukh Khan’s ‘Happy New Year’ and Yo Yo Honey Singh’s ‘Desi Kalakaar’ with multiple entries to their credit are the two most popular albums of 2014.

     

  • ACT to focus on broadband, cable ops acquisition

    ACT to focus on broadband, cable ops acquisition

    BENGALURU: Atria Convergent Technologies (ACT), one of the largest broadband players in India after the public sector BSNL, MTNL and the private sector Airtel will focus primarily on broadband, reveal company sources. ACT withdrew its application for permanent registration as an MSO in September 2014 according to the MIB ‘List as on 05.01.2015 of MSOs whose Registration by Ministry of Information & Broadcasting to operate in digital addressable system (DAS) has been cancelled or cases closed’.

     

    “Our focus for our mother brand ACT will be broadband. We have MSO licenses in the states that we operate in under individual names. We will expand our cable footprint by acquiring only the operators that have permanent licenses,” revealed ACT CEO Bala Maladi to indiantelevision.com.

     

    MSOs under the ACT umbrella operate in Karnataka and Andhra Pradesh (AP) through Kable First India in Bangalore, Kable First Davangere in Davangere,  Mandapeta Digital Entertainment (Mandapeta, AP), Venkateshwara Digital Home Entertainment (Kutukuluru and  Nakapalli in AP) and ACT Digital Home Entertainment (AP and Telangana), Raja Rajeshwari Entertainment (Notified areas of Nellore, AP), Sree Digital Home Entertainment (East Godavari District in the state of AP). Earlier, ACT was present in Indore (Madhya Pradesh) through SR Cable TV. In Tamil Nadu (TN), it provides broadband internet services.

     

    ACT is a triple play service provider offering an ensemble of information, communication and entertainment through Fibernet, Digital TV, Analog TV and IPTV. Headquartered in Bengaluru, ACT is spread across the towns and cities of Karnataka, Andhra Pradesh (AP) and Tamil Nadu (TN). ACT says that it presently has 10 lakh (1 million) plus cable and broadband subscribers. ACT has been funded by IVFA (India Value Fund Advisor). Industry sources say that the company has crossed turnover of Rs 700 crore (Rs 7 billion).

  • 2015: ICC World Cup, IPL: Airtel’s ad and marketing expenses likely to increase in FY-2015-16

    2015: ICC World Cup, IPL: Airtel’s ad and marketing expenses likely to increase in FY-2015-16

    BENGALURU:  With the 11th edition of the ICC Cricket World Cup (World Cup) around the corner and IPL season soon thereafter, it is quite obvious that most major media planners must have already booked or are in the process of booking spots on anything and everything that has something to do with cricket. Bharati Airtel Limited (Airtel) has been increasing its advertising and marketing spends (A&M exp) during each edition of the game along with other communication players in the country.

    Notes: (1) All figures mentioned in this report are standalone and NOT consolidated, unless stated otherwise.

    (2) 100,00,000 = 1000,000 = 100 lakh = 10 million = 1 crore

    In 2003, the year of the 8thedition of the World Cup, the company had more than doubled its A&M exp to Rs 166 crore (5.43 per cent of standalone Total Income or TI) from Rs 82.88 crore (5.51 per cent of TI) in FY-2002. In both FY-2002 and FY-2003, Airtel reported loss of Rs 180.53 crore and Rs 176.42 crore respectively. TI in FY-2003 was more than double (up 2.03 times) at Rs 3054.44 crore versus the Rs 1504.12 crore in FY-2002.

    In FY-2004 the company continued its growth path and reported 64.9 per cent increase in TI to Rs 5036.94 crore, A&M exp of Rs 198.77 crore (3.95 per cent of TI) and a PAT (Profit After Tax) of Rs 584.91 crore (11.6 per cent of TI). The company has always been in the black since then, with PAT growing in absolute value as well as in terms of percentage of TI to peak to Rs 9426.15 crore (26.5 percent of TI) in FY-2010.

    Circa 2007, the year of the 9th edition of the World Cup, which started towards the fag end of fiscal 2007 and overlapped to the beginning of fiscal 2008, Airtel’s A&M exp in FY-2007at Rs 402.47 crore (2.26 per cent of TI) was just 0.5 per cent more than the Rs 400.33 crore (3.55 per cent of TI) it had spent in FY-2006. But then 2008 was also the first season of the Indian Premiere League (IPL) Cricket and the company’s A&M exp hiked by 40.7 per cent in FY-2008 to Rs 566.47 crore (2.2 per cent of TI).

    In FY-2007 and FY-2008, Airtel reported PAT of Rs 4033.23 crore and Rs 6244.19 crore respectively. TI in FY-2008 at Rs 25703.51 crore was 44.4 per cent more than the Rs 17944.34 crore in FY-2007.

    In FY-2011, the year of the 10th edition of the World Cup, Airtel spent its highest A&M within a 10 year period starting FY-2005 (FY-05) till FY-2014 (FY-14) at Rs 721.50 crore (1.88 per cent of TI). Corresponding TI and PAT numbers were Rs 38338.90 crore and 7716.90 crore (20.1 per cent of TI) respectively.

    Growth in TI which was in single digits at just 4.7 per cent in FY-2010 versus the previous year, and 7.7 per cent in FY-2011 versus FY-2010, spurted by 10.1 per cent in FY-2012 to Rs 42285.00 crore.

    FY-2014 has again witnessed single digit growth of 8.5 per cent to Rs 50771.90 crore, but that could be attributed to huge 70 per cent mobile subscription penetration attained in the country with 88.63 crore subscriptions (The Telecom Regulatory Authority of India -TRAI claims 93.3 crore mobile subscriptions) against a population of 125.58 crore reported in July 2014.

    Though Fig 1 above indicates that Airtel’s A&M exp has been going up in absolute rupees, it shows a declining trend in A&M exp in terms of percentage of TI.

    Further, as mentioned above, Airtel reported its highest PAT in FY-2010 at Rs 9426.15 crore (26.5 per cent of TI). Since then, PAT dropped steadily to Rs 5096.30 crore (10.9 per cent of TI) in FY-2013, before registering an increase of 29.5 per cent to reach Rs 6600.20 crore (13 per cent of TI) in FY-2014 (Please refer to Fig 2 above).

    Considering the scenario, – sagging PAT and a very aggressive competition in a market place that is reaching saturation in subscription, it is inevitable that the company increase its A&M spends, and the coming World Cup followed by IPL in the early part of fiscal 2016 seem to be the most obvious vehicles for a resurrection of sorts.

    Also post Cricket World Cup years (2003, 2007, 2011), the company’s A&M spends have increased, so FY-2017, FY-2018 should show the company spending more towards A&M.

    In Q2-2015 results, Airtel has indicated a growth of 10.1 per cent in consolidated TI for H1-2015 versus H1-2015. In case the company maintains the same growth rate in H2-2015, extrapolating the 10.1 per cent growth to standalone TI, Airtel’s FY-2015 TI should be in the range of Rs 56,000 crore. Assuming that it maintains A&M spends at 1.2 per cent of TI, its A&M exp for FY-2015 should be at least Rs 670 crore.

  • More than just an ad…

    More than just an ad…

    MUMBAI: To tell a brand’s philosophy in just 30 seconds isn’t an easy task. But everyday creative minds oil their machines to do just the same. While some click with the viewers, others are muted by them or flipped through without a second glance.

    While the year began with the political parties going all out to woo the voters – there were television commercials, digital films as well as hoardings pasted all across the country, Airtel’s Boss film led the charge with the Twitterati going crazy over it. 

    With the e-commerce sector war heating up, the companies too launched TVCs throughout the year to cash in the most, especially during the big sales offered by them. Digital as a medium to connect with the correct audience was optimised well. For instance, Honda for Mobilio released a 2.5-minute ad on YouTube featuring stand-up comedian Kapil Sharma as a salesman.  

    Promos of Indian Premium League (IPL), Pro Kabbadi League, Indian Super League (ISL) as well as Kaun Banega Crorepati (KBC) were able to catch people’s fantasy and created enough buzz before the game started. The right mix of sentiments and music made the films popular especially on the social media.

    2014 saw many ads which were more than being just a promotional feature and as the year comes to an end, Indiantelevision.com lists down some of the best ads of 2014.

    BJP election campaign

    Creative agency: Soho Square

    Purpose of the ad: After the Delhi gang rape case and many more that followed it, the campaign highlights the fact that the government has failed to provide safety to the women of the country and worse, hasn’t been able to punish the culprits.

    Storyboard: The black and white advert highlights how even though the country has progressed and people have sent there girls for higher education and work in other cities, they are not at ease. The woman/mother in the ad, stresses on the fact that the country isn’t safe in current government’s hands as women aren’t safe.

    Airtel Boss film

    Creative agency: Taproot

    Purpose of the ad: To strengthen Airtel’s legacy of identifying fresh and relevant insights around relationships.

    Storyboard: Relationships often get strained due to professional demands. At such times, smartphones transcend their role of being a mere communicating device, and play cupid.

    The TVC shows a woman boss ordering her subordinates to finish an assigned job no matter what. It turns out that the woman boss is the wife who goes back home to cook for her husband who happens to be the junior she had ordered.

    Fortune oil, ‘Ghar Ka Khana’

    Creative agency: Ogilvy & Mather

    Purpose of the ad: Adani Wilmar’s campaign for its Fortune Oil brand, shifting from ‘The joy of eating’ to a more personal ‘Ghar ka khana, ghar ka khana hota hai’ (Home cooked food is home cooked food after all).

    Storyboard: When you are away from the comfort of your space, braving the rigours of everyday life, all you need is two morsels of tasty home food cooked with a lot of love and affection. The gush of emotion that you feel when you have the first bite, only makes you thank your good ‘Fortune’!

    Idea, ‘No Ullu Banaoing’

     

    Creative agency: Lowe Lintas and Partners

    Purpose of the ad: To educate the masses about how some people cash on the other’s unawareness.

    Storyboard: A common phenomenon in almost every part of India, is how some people in order to make money or gain benefits, tend to take advantage of the ill-informed by coloring the truth or concealing the facts.

    In the TVC, a guide lies to tourists who then search on the web and the truth is exposed.

    Nescafe stammering standup comedian

    Creative agency: McCann Erickson

    Purpose of the ad: While perfection is what people chase these days, this ad feeds on a different meaning.

    Storyboard: The TVC shows a stammering stand-up comedian who faces rejection, but doesn’t give up and turns the same weakness into his strength.

    Fevicol Crazy chairs

    Creative agency: Ogilvy & Mather

    Purpose of the ad: Takes a humorous take on the current election scenario.

    Storyboard: A chai-wallah enters the shop of a carpenter who is making the next Prime Minister’s chair. He points out to three variations – one with BJP’s lotus, another with Congress’s hand, and a group of chairs joined unevenly symbolic of the Third Front.

    OLX Kapil

    Creative agency: Lowe Lintas and Partners

    Purpose of the ad: To promote selling off ‘unused or under-used’ products.

    Stoaryboard: Kapil Sharma stars in the film and plays a ‘juicer’. In the kitchen, he addresses the lady of the house urging her to use him (the juicer), or sell him. The lady notes that no one would buy him, telling him he’s useless. He corrects her, saying he has been ‘used less’. He proceeds to tell her how things are sold on Olx.in, and finds buyers in no time.

    Imperial Blue Men will be men

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To carry forward the 17-year-old catchy tagline and philosophy.

    Storyboard: The campaign opens with a ghazal, “Pyar ki raah mein”, playing in the background as a beautiful young woman is seen talking on a phone in a lift. The camera reveals the torso of two men standing with her. The minute the woman exits both the men heave a sigh of relief and exhale, letting their stomachs hang out again. The film ends with both of them sharing a friendly high-five.

    Tata Docomo Bhalai ki Supply

    Creative agency: Contract Advertising

    Purpose of the ad: To encourage its subscribers to ‘Open Up’ and share happiness using their customised data offers.

    Storyboard: The advertisement features a ‘social media queen’ who appears to have lost her loyal online following. She pouts and preens in order to post the perfect profile picture that could restore her lost glory, but is continually disappointed, till one virtual ‘Like’ makes her day.

    Cadbury Snow Fight

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To make the consumer aware of the fact that life lies in the ‘now’; that joy resides in the act of letting go, and that one should live like no one’s watching.

    Storyboard: The TVC shows a couple walking on a snowy mountain. While the man is busy oh his phone, the woman decides to change the situation by throwing a snowball on the man. The man too throws a snowball at her. The fight continues as they enjoy it.

    Titan Raga #HerLifeHerChoices

    Creative agency: Ogilvy & Mather

    Purpose of the ad: To tell that Raga is an evolved watch for the evolved woman of today – a woman who’s self-respecting and confident. 

    Storyboard: The film begins with Nimrat Kaur sitting at an airport reading a book. She is interrupted by an ex-lover who asks her if he could join her. When Kaur asks him how he has been, he makes a reference to Kaur leaving him. As they talk and catch up, it is revealed that Kaur is still single. On being asked why it is so, Kaur tells the man that she never gets time from work. This being something he knew all too well, he makes a passing comment about how their relationship would have worked had Kaur stopped working. Kaur retorts by saying that he could have also quit. Offended, he tells her that he could not have quit, seeing how he is a man.