Social Cause Advertising

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Submitted By:
Priyadarshini Roy 09
MMS– Marketing
Under the guidance of
Prof. Snehal Chincholkar
A Paper submitted in partial fulfilment of the requirement
Consumer Buying Behaviour
Vivekanand Education Society's Institute Of Management Studies and Research

Gurdeep Singh, chief operating officer of Aircel: “We wanted to engage consumers at an emotional level. Not just have a transactional relationship.” AIRCEL, PARTNERING WITH WORLD WILDLIFE FUND (WWF) INDIA, HAS LAUNCHED THE 'SAVE OUR TIGERS' INITIATIVE ( CAMPAIGN )

Some of their pan – India corporate social responsibility campaigns include – * The “Save our Tigers” campaign to save the 1411 remaining tigers in partnership with the WWF * The “Aircel Donate Phone Program” which requires one to donate their working / non working old phones to Aircel who would give it to people in old age homes with free talk time for a year

One of their biggest and most successful initiatives was putting up a rubber dinghy on billboards in various places across Mumbai where there were chances of flooding. When the flooding did happen, people in Aircel branded shirts were present to help everyone be safe This year the boat campaign “Sail through our network this monsoon” has been expanded to include newer locations such as Andheri, Bhandup, Wadala Bridge among 10 locations. It includes newer subways and also bus shelters.

All these various initiatives make at least one thing clear. Aircel’s network may not be that good but its various initiatives are making heads turn. But is all this enough to succeed in the market? Aren’t a good network, better customer services, high revenues, cheap call rates and things like that important? Aircel though is different. It seems to have defied industry predictions and is proving to be a sure – fire dark horse. * It recorded highest growth of 37.2% (2009-10) among all the mobile operators. * It has...
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