Campaign Planning 

1.Airtel  

  
The communication 
campaign 

 
2. Kellogg's 
 
 
 
 
 
About Airtel 
Airtel comes to you from Bharti India Limited, India’s largest integrated and the
first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology and has steered the course of the telecom sector in the
country with its world class products and services.The businesses at Bharti Airtel have been structured into
three individual strategic business units (SBU‟s)- Mobile Services, Airtel Telemedia Services & Enterprise
Services.The mobile business provides mobile & fixed wireless services using GSM technology across 23
telecom circles while the Airtel Telemedia Services business offers broadband & telephone
services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service, Airtel digital TV. The
Enterpriseservices provide end-to-end telecom solutions to corporate customers and national & international
long distance services to carriers. All these services are provided under the Airtel brand.

➔ The Communication Campaign: Airtel 

Airtel is undoubtedly a pioneer in the various
communication campaigns that it employs to market
its products. Bharti Airtel is the number one telecom
operator in India and pledges best quality service to
all its customers. The company is a market leader
and hence, is an innovator to the hilt. It has
employed various communication campaigns to
highlight the unique offerings from its stable. To think
of it, we all accustomed to the entourage of
advertisements of Airtel both in the print and
television media. But the company doesn't stop
there. It has really done wonders to itself by foraying
into the other not so hackneyed forms of
communication.
Pause for awhile and think over it… how many of us
have sat through a cricket match without seeing the Airtel Logo as a sponsor in some or the other respect. The
Publicity hoarding alongside shows the acknowledgement of Indian Idol and Kaun Banega Crorepati for the
success of Airtel.
 

➔ Express Yourself  
When communicating a brand is being discussed, what can be more indicative than the tagline of the brand?
“Express Yourself” epitomizes communication hence, is able to establish an instant connect with the audience
at large. The clarity in communication is striking. Airtel is a mobile telecommunications provider. Hence, it has
to encourage people to talk.

➔ Communication Campaign Tools 

Airtel uses an array of communication tools to
bring its products to the forefront. Being a service
industry quality of service is of paramount
importance and Airtel seeks to reinstate its
pledge towards giving the best to its customers.
Though Airtel has the breakthrough technologies
and modern amenities; it prefers to communicate on
the various features of its products. All the modes
employed have a strong undercurrent of
“Indianness”. Perhaps, thismakes Airtel stand a
league apart from competition.Every advertisement seeks to establish an emotional connect with the
audiences.

The various communication campaign tools employed by Airtel are enlisted as below:

Advertising: 
Airtel spends Crores of rupees every year in advertisements in all avenues of mass communication.While
radio happens to be the cheapest means of mass communication, the most widely preferred mode is that of
television. Though advertising on Television via commercials is the costliest prospects among all the modes of
communication. Print media is also used by
Airtel to aggressively advertise its
products/offerings. Advertisements serve a
dual purpose for the company. Namely:It
creates Pervasiveness, allows Airtel to be in
the eyes of the audience all the time. Even
Though the audience is not obligated to pay
heed to the advertisements, the high
creativity quotient of the Airtel Ads makes it
virtually impossible for the audience to turn a
blind eye to them. Various market experts
have rated the Airtel ads very highly.It also amplifies the message that Airtel wants to send to the audiences.
The Ads are very high on the use of imagery and music. In fact the catch tune of Airtel is among the most
recallable tunes in India. The genius of the Oscar winning music director A. R. Rahman is the man behind the
catchy tune.Advertisements either induce the customer to go for the product immediately or help retaining the
brand name in the customer's mind which would help in taking decision when a time comes to choose the
product. Airtel is amazing when it comes to ads. Airtel advertises more on its brand and its valuesthan its
products and services. Most ads just establish the value and beliefs of Airtel than establishing its services like
mobile, telephone, or broadband. The trust factor of Airtel amplifies greatly with the caliber of its brand
ambassadors. The likes of Sachin Tendulkar, Shah Rukh Khan, Saif Ali Khan,Kareena Kapoor, Vidya Balan, A
R Rahman have all been brand ambassadors of Airtel at some point or the other.One of the key reasons for
the lasting impact of the Airtel ads is the reinvention of the content displayed. The recent campaign of “Barriers
Break When People Talk” having the portrayal of two separate instances, One between a newly married
husband and wife (played by Abhay Deol and
Raima Sen) second between a father and a son
(played by Shreyas Talpade) have surely made a
lasting emotional effect in the minds of the
audiences. The romantic advertisements
between Vidya Balan and Madhavan have won
accolades all over. Essentially the theme of all
the advertisements
is to establish a connect with the audience and
thereby with the present and the prospective
service users

➔ Target Audiences: 
A target audience is the primary group of people that something, usually an advertisement is aimed at
appealing to. A target audience can be people of a certain age group, gender, marital status etc.(ex:
teenagers, females, single people, etc.) Without knowing the target audience, a company's advertising and the
selling efforts can become difficult and very expensive.

A Target Audience can be selected on the basis of following parameters:

● Age

● Location (where they live)

● Gender

● Marital Status
Bharti airtel has a huge customer base in India. They Basically target customers on the basis of age and
occupation.Some of the types of telecom communications provided by Airtel are:

● Prepaid connections: Age-18-25(college going students)

● Post paid connection: Working people (age>25)-middle income-higher income group

● SMS schemes: 15-24(college students)

● Special plans: a specific group (Special 5)

Prepaid connections: Airtel basically targets college students for these connection but many people whose age
is greater than 25 also take this connection. So they are secondary audience.

Post paid connection: they target working people but many housewife and college going students use this
connection.

SMS schemes many aged people use this feature but they are not targeted by company.

Secondary target audience 

Secondary audience is the area of the population that one can identify and target, but does not hold the same
significance (insize) when compared to the primary (core) demography

➔ The message strategy of AIRTEL: 

The message strategy and the creative execution of the message strategy of the company has to be analysed
over the time. It is dynamic and keeps changing over the years. The change in the tag line, logo and then
celebrities endorsing the products have changed over the years tells us about the changing perceptions of the
market by the company over the years.

  

➔ “Power to keep in touch” (1995) 

This era saw the beginning of mobile
communication in India. Every mobile
handset would cost as high as Rs.
45,000. Only the elite in society that
could afford to keep mobile phones.
Hence, the tagline 'Power to keep in
Touch' designed to make the user feel
'in control i.e. be powerful'.The logo was
coloured black, in uppercase and with
bold lettering, all signifying power. It
position the brand in premium category aimed at elite class of society, more as a lifestylebrand.Airtel decided
that the brand should always demonstrate its leadership–be it in network, innovations, offerings,services and
capitalize on the first mover advantage. To keep in sync with the target audience, it sponsored games like
Golf.The reasons for changing the”Power to Keep in Touch‟
tagline are as follows:

● Now, cellular service operators could drop their prices and target new customer segments.

● As the category developed with prices going down sharply, Airtel began talking to a wider spectrum of
potential users. This gives the birth to the new Tagline.

This was also a time when customers needed to be educated; interest levels were high, but the customers'
exposure to the cellular world was limited. Airtel took out full and half-page ads in newspapers, answering
queries like "what is roaming?", "what is coverage area?" and "how to make international calls"

➔ “Touch Tomorrow” (1999) 

Airtel started talking to new segments of customers by positively positioning and establishing itself as a brand
that improved the quality of life. The new campaign was launched to facilitate entry into new markets. This new
market was essentially the mass market. A new logo for Airtel was devised. It was in red, black a
nd white colours with ‘Airtel’ enwrapped in an eclipse.
The logo were indicative of the core values of the brand: Leadership, Performance and Dynamism.
The reasons for changing the „Touch tomorrow‟ tagline are as follows:

● It started to look from a regional level to pan India position.

● To become an Indian leader, Airtel needed to change its tagline.

➔ “Live Every Moment” (2002) 

In 2002, Airtel signed on music composer A R Rahman
and changed its tune to "Live every
moment":Rahman's signature tune for Airtel has
transformed musical advertisements for ever. This
strategy was launched to capture the imagination of the
customer. The tagline denotes that each and every
person in India lives every moment (emotions,feelings
etc.) of life. And Airtel helps in doing so.The focus was
on the endless possibilities of technology to make life
good and advertising became two-pronged: a
product-driven communication that showcased new
offerings like the Magic prepaid card,and an emotional communication that showed younger people.

➔ “Express Yourself” (2003) 

'Express Yourself' was successfully launched taking
the ownership of the entire space of
telecommunication and strengthening the emotional
bond that Airtel had established with its customers
over the years.It highlights the capability of Airtel in
terms of performance and network coverage. This
campaign was launched in regional languages as well.
Airtel also modified its logo to give it a more energetic
and younger look. By this time, the emotional angle
was predominant it was a stark, black and white imagery that could stand out in what was becoming a highly
commoditized, crowded market.Airtel seems to have consciously decided to go for the belly of the market and
aggressive market expansion, while its major competitors seem to be targeting relatively more sophisticated
consumers(as in the case of Vodafone). There isn't a great deal of differentiation in terms of pricing,
services,schemes and so on, but there are differences in approach. Overall, Airtel is focused on functionality
and efficiency while Vodafone is more focused on warmth and emotions. Even though one may contemplate
the creativity quotient of the Vodafone advertisements a notch higher than that of Airtel, Airtel has the pie by
the sheer force of uniform physical presence all throughout the country.Vodafone has a fragmented presence.

➔ Creative Execution of Messaging Strategy: 

Not many brands have been as creative and as an outcome
innovative, in all the paraphernalia of communication tools as
has been Airtel. The Airtel ads, be they on paper, on
television, on a hoarding,or anywhere, have a distinct
recognition and appeal. The Gamut of advertisements Airtel
has used seem to have maintained a specific genre among
them. The Advertisements have more often than not talked
muchmore about the values than the product or the
service.Or maybe the product and the benefit have always
been very intrinsically knit into a value. The creativity in
communication can also be associated to the innovative ways
of seeking attention that Airtel has deployed,especially in
outdoor advertising.

Talking about broadcast advertising; it is generally

acknowledged as the most effective and powerful advertising
medium as compared to others. And Airtel Has made full use
of it. The ads range from depicting two boys playing football
defying borders, to a couple [Film Actors Madhavan and Vidya Balan] romancing sitting at home, from a
person coming home to find 10s of celebrities waiting for him [Airtel TV], to a young lady going out of village
staying connected to his father. All these ads were built on a story and a value perceivable by the viewer of
these.Some were set in a far off no man's land, some in a village and others in an apartment‟s living room.
Almost never has there been an ad where someone straight away came and sung about the features of an
Airtel connection. A common feature of all these ads has been the instantly recognizable signature tune
composed by A R Rahman. Some Of these ads have a sense of grandeur about them while others have family
orientation,relations or innocent love as the underlying storyline.

Airtel advertisements have always maintained an

upmarket feel about them. They have never been loud
and in a way they always have been very decent and
simple. The celebrities also have always been suitably
chosen for each of these advertisements depending
upon the image of themselves they have created in
common public. To add to all of this a very catchy
slogan always goes along with these ads. Examples
would be,
” Express Yourself”, “Barriers break when people talk”
and “Pyar ke beech mein kabhi dooriyan na aayen ”, i.e
“May there be no separation between love” and many
more.
The effect of these advertisements has been
phenomenal. The inherent strength of the Airtel Advertisements in this media comes from the creativity put into
the advertisements that has let them create an identity of a
provider who is dependable, reliable, and in a
sense “THE BEST”. Very importantly, all these ads have been
supplemented positively by giving the best service among all the
networks. On the flip side, the weakness of this media is in the
relatively high cost and the number of irrelevant audience
reached as Airtel has positioned itself as a comparatively
premium product.The second important communication tool
would be outdoor advertising. It is generally more suitable for
brand enhancement and reinforcement that it is for a new product
setting feet in the market.This is one area where Airtel has shown
real innovation and at time out of the box thinking. Consider for
instance making letter boxes in the shape of Airtel SIM cards, or
lamp posts with the lamps enclosed in huge SIM cards. Or just
picture a train running across cities and painted all over with the
Airtel logo. It grabs instant attention. Airtel invests heavily in the
outdoor advertisements in all the cities and towns across India. Its
advertisements can be prominently seen across billboards and hoardings. These billboards often have stills
that remind of the latest Airtel ads being run on television. They are an efficient way of constantly reminding of
the value enforced by the TV commercial. The
main advantage is the cost effectiveness as compared to TV, but they don‟t
enjoy as high an exposure as TV ads do. Airtel puts in a lot of effort in its outdoor publicity. It is evident from
the uniqueness in their ways of advertisement.As a method for its brand reinforcements, Airtel Has often tied
up with TV shows ranging from the biggest of all KBC, to Indian Idol and many others. Other than that it has
been a major sponsor of many prominent cricketing events
too. Airtel hasn‟t been a just a dormant
sponsor whose name will be seen only in advertisements,but it has made sure its presence was felt during the
on time of the show as well. For an example,whenever a contestant used to phone a friend in a KBC show,
instantly the Airtel tune got on, the logo got displayed
on the screen and the host very politely mentioned
that the call is getting connected owing to the Airtel
network. Such indirect
form of advertisement has a huge advantage in the
sense that the attention of the audience doesn't
have to be solicited; instead the target customer is
already all eyes and ears to the television. But the
disadvantage crops up from the fact that almost
negligible information can be conveyed about the
product per say. But as the main objective of this
form of indirect advertising is in reminding the
audience about the presence of the brand, it solves
its main purpose effectively