SOCIAL CAUSE ADVERTISING
Priyadarshini Roy 09
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 moved to the fifth position in terms of number of subscribers (27.7 million) * It has been conferred with various marketing and branding awards over the last one year * People have been so impressed with its boat campaign in Mumbai that it has decided to launch it in Delhi and Kolkata as well this year In an industry which is reaching saturation level with everyone going for low prices, Aircel is leading a revolution in the world of innovation. It has also set up an innovations bank for the generation of new ideas. Someone has rightly pointed out that Aircel is literally the 12th man in the market. If the 12th man has to get into the team, he has to do things differently which would get others talking.
The One Billion Votes campaign is a continuation of Tata Tea's Jaago Re initiative.
Tata Tea’s Jaago Re Campaign succeeded in changing the cynical mindset of the youth to a more responsible and accountable one through an innovative use of multiple media
Tata Tea Overview
Formed in 1983 from the erstwhile Tata Finlay Company, a joint venture company formed in 1964, Tata Tea Limited is a group Company of TATA Group.
Positioning in the market
* Tata Tea announced a new chapter in its evolution by unfolding an innovative positioning and presentation of its largest tea brand – Tata Tea. * The brand shifted its positioning from a brand that wakes people up, to one that 'awakens' them – into being aware of the societal problems surrounding them. * The four Tata Tea brands Tata Tea Premium, Tata Tea Gold, Tata Tea Agni, Tata Tea Life have now been consolidated and unified under one umbrella brand- * Tata Tea; aiming to communicate to consumers in terms of Emotional-Moral Appeal. * Jaago Re , the new campaign, has kick started across the country on leveraging a unique position that tea enjoys in our culture with attempting to migrate tea from being a physical and emotional revitalizer to becoming a catalyst...