INDIA GETS A NEW DEMOCRACY by Madison Communication for Airtel

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INDIA GETS A NEW DEMOCRACY

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: BHARTI AIRTEL
Product/Service: MOBILE TELECOMS
Date of First Appearance: Oct 17 2010
Entrant Company: MADISON COMMUNICATIONS, Mumbai, INDIA
Deputy General Manager: Sameer Kapoor (Madison Communications)
Account Director: Somnath Sarkar (Madison Communications)
Account Controller: Amit Kumar (Madison Communications)
Chief Operations Officer: Ashish Singru (Madison Communications)
Media placement: Television - Star TV Network Channels - Star Plus/Star Gold/Star Utsav/Star One/Channel V - 17th October 2010

Insights, Strategy & the Idea

AIRTEL with its new logo and positioning of “closer to what you love”, presents a very youthful, engaging and inclusive brand idea to customers. “Closer to what you love” is identifying the “passions” that a consumer lives and how AIRTEL acts as an enabler in achieving these “passions”.

Bollywood (India’s Hindi-language entertainment industry) movies and music are among the foremost “passions” of Indian audiences, with strong interest among fans to consume content to follow their favourite stars’ performances and ranking them against others. Movies (as well as music from the movies) are also the biggest revenue verticals for telecom companies like AIRTEL. Given this alignment between AIRTEL brand and consumers’ content preferences, it was decided to create India’s first ever Bollywood ratings that ranks actors, actresses, songs and movies only on the basis of votes received from people. Partnering with STAR network provided a scaled platform for distributing branded content.

Creative Execution
Promoted across 5 Hindi lead channels of STAR Network (Plus, Gold, One, Utsav & Ch[V]), AIRTEL Super Star content reaches out to 96% of Hindi-speaking TV viewers in India. Voting is enabled through simple SMS, IVR & website mechanisms. Branded engagement with ratings is built and sustained by branded content programming blocks like movie slots, movie song snippets and a Bollywood entertainment/gossip/buzz show that make AIRTEL Super Star the complete destination for Bollywood on TV.

AIRTEL Super Star Ratings get updated weekly, mirroring the swings in passions & opinions the fans experience with movie releases. There is also an active AIRTEL Super Star community created on Facebook prompting daily discussions amongst 8000+ fans. Through support programming, key Bollywood-related AIRTEL value-added services (application packs with song snippets & buzz about movies and their stars, hello tune codes on movie songs, etc) are promoted that bring consumers closer to their passions.

Results and Effectiveness

We have received over 1 million votes, Incremental revenues on Bollywood VAS are over 0.6 million US Dollars, brand track scores have seen strongest improvement on “youthfulness”, awareness scores amongst youth Top other audiences by 15% and lastly we are delivering over 200% ROI on media investments for our client.