Idea Cellular's Advertising and Promotion Strategies

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG231 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Case Length : 15 Pages
Period : 2002-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : Idea Cellular
Industry : Telecom
Countries : India


The case examines the advertising strategies of Idea Cellular, a leading telecom service provider in India. It explains how Idea promoted its services through several innovative ads via variety of media like TV, print, out-of-home, and radio. Idea had not hired any celebrity to promote its services till late 2007, in contrast to its competitors.

However, when Idea expanded its geographical presence to cover several telecom circles in India, it hired film star Abhishek Bachchan to endorse its brand in October 2007. Idea's focus in its ads also changed from highlighting its tariff plans and network coverage to using mobile telephony to solve social issues. Idea also developed several websites to support its ads based on social issues.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Idea also tied up with Indian Premier League (IPL) cricket team, Mumbai Indians, and popular players like Sachin Tendulkar and Zaheer Khan were used to promote the brand. Idea chose to promote its brand where as its competitors focused on promoting their value added services and tariff plans.


Appreciate the importance of brand development for achieving longer term growth.
Study the usage of different media for advertising a brand.
Understand how contemporary social issues are highlighted to promote a brand.
Analyze the benefits of viral marketing for brand promotion.


  Page No.
Introduction 1
Background Note 2
Idea's AD Campaigns 3
'A Good !Dea' Campaign 4
Idea's Launch in Mumbai 5
The Online Initiatives 6
Idea's Association with IPL 8
The 'Out-Of-Home' Campaigns 8
The Road Ahead 9
Exhibits 10


Idea Cellular, Brand Management, Advertising Campaign, Mobile Telephony, Brand Recall, Value-added Services, Celebrity Endorsements, Outdoor Campaigning, Viral Marketing, What an !dea campaign, Brand Communication, 'Walk when you Talk' campaign, Out-of-home Media, Online Media, Social Networking, Facebook, Indian Premier League, Indian Mobile Telecom Industry, Brand Promotion

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