Idea Cellular might have missed the bus last year by a whisker, but has nevertheless managed to make it with a bang in this year’s ranking. Now a flagship company of Aditya Birla Group, Idea Cellular is much more focused and aggressive in its efforts to conquer tele-share, than when it was shared baby of Tata and Birla. Birla acquired Tata Group’s 48.14% stake in Idea Cellular in April 2006. Ever since, Idea has unleashed a virtual marketing blitzkrieg in the Indian telecom mart: Idea Rocks India (the first and largest ground engagement event in the category), Idea Star singer, and more... Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular told 4Ps B&M that “The moment of truth in the category is when the customers actually experiences the brand and starts evaluating it over and above parameters like network, pricing or VAS and it is here that we create a differentiation by providing above the category deliverables that liberated our customers from the shackles of time and space.” From new adcampaigns showcasing better coverage to the launching of Women’s card and Student’s I- card to cater to separate customers, Idea has made its presence felt in a big way. Now vying to get a pan India presence, Idea clearly wants to touch tomorrow!
Source : IIPM Editorial, 2009