Friday, August 17, 2007


Airtel beware... As Anil Ambani gets more serious about the GSM route, your nemesis is finally here!
If you formulate a list of India Inc.’s most aggressive, Reliance Communications would be a frontrunner. Be it the sassy branding activities, bold marketing campaigns or strong below the line activities, RCL has constantly stormed the Indian telecom market with its aggressive streak. One experiences this belligerence in RCL’s approach, even when talking to Sanjay Bahl, Branding Head of the company: “Reliance has been a pioneer in spearheading the value creation and product innovation in the Indian telecom market. The spirit of our marketing strategy lies in leading the market growth,” he iterates. Always hawkish in its approach, the RCL brand has been creating maximum stir over the last few months, by launching a series of campaigns last year. Most of its initiatives like the Mobile TV, RIL India calling card, internet on the move and One India Plan (launched by RCL even before BSNL) went a long way in changing traditional market paradigms. “Our ‘Go Colour campaign’ (Baton baton mein rang chaa gaye hain) and ‘Bus batan dabao campaign’ have been popular,” says Sanjay. All this aggression plus cheap lifetime validity offers and a phone@Rs 777 have resulted in record monthly subscriber additions and an astounding net profit increase of 612%. Watch this torpedo steadily rise to the top of the ladder!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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