IDEA Cellular is an Aditya Birla Group Company, India’s first truly multinational corporation. The group operates in 33 countries, and is anchored by more than 132,000 employees belonging to 42 nationalities.Idea Cellular now has more than 110 million GSM customers with a 16.8% market share. It operates in 22 circles and provides an array of services to the customers. It is India's fourth largest telecom service provider and 3rd largest GSM service provider. With traffic in excess of a billion minutes a day, Idea ranks among the Top 10 country operators in the world. Idea operates across all 22 service areas with 2G services, and 3G services are being progressively rolled out to cover over 3,000 towns by FY 2012. Idea’s strong growth in the Indian telephony market comes from its deep penetration in non-urban & rural markets. It has the highest share of rural subscribers as a percentage of total subscribers, amongst other GSM players. In fact, 2 out of every 3 new Idea subscribers come from rural/ semi-urban India. History:
In 2000, Tata Cellular was a company providing mobile services in Andhra Pradesh. When Birla-AT&T brought Maharashtra and Gujarat to the table, the merger of these two entities was a reality. Thus Birla-Tata-AT&T, popularly known as Batata, was born and was later rebranded as IDEA. Then Idea set sights on RPG’s operations in Madhya Pradesh which was successfully acquired, helping Batata have a million subscribers, and the licence to be the fourth operator in Delhi was clinched. Brand Positioning:
Ad campaings 2009-2010:
Most of us are familiar with “SIR JI” and this is a phrase that was taken to a new level by Idea Cellular Ltd. In recent years, IDEA’s Campaign themed ‘An IDEA Can Change Your Life’ has been one of the most successful ones and it never goes away from our minds.
Some of the reasons for this astounding success are:
Emotional and moral appeal of the idea
Binds the consumer with an innovative Idea...