Making Data consumption a phenomenon for the TG that's still getting familiar with the power of the internet.

2. AIRCEL

3. AGENDA
• Brief To Us
• Industry Trends
• Consumer Scope
• Strategic Approach
• Platform Strategy
• Creative Route

4. OURAPPRECIATION OFTHEBRIEF

5. AS THE DIGITAL PARTNER WE ARE ENTRUSTED WITH THE TASK OF
BRINGING ALIVE THE WORLD OF AIRCEL TO YOUNG INDIANS
Drive usage and generate
leads by providing the best online
experiences
Develop communities of like
minded people to drive loyalty and
consideration
Amplify brand values and build
engagement to recruit more young
Indians into the world of Aircel

6. THETELECOMCATEGORY

7. A quick overview
• India is currently the second-largest telecommunication market and has the third highest number of internet users
in the world.
• Wireless segment dominates the market with Urban regions accounting for 55.76 % of telecom subscriptions.
• With the government’s favourable regulation policies and 4G services hitting the market, the Indian
telecommunication sector is expected to witness fast growth in the next few years.
• An average Indian spends almost 5 hours accessing internet and out of the 3 hours spent on mobile internet, only
45 minutes are spent doing any other work apart from social media.
• India is a prepaid heavy market – battling for consumer loyalty across multiple players (over pricing and
customized services)
• Unlike certain other markets like US and UK – India is not a contract based telecom player – SIM and Phone
associations have failed to work well in the region.

8. KEYTELECOM TRENDS

9. Data consumption to grow across 2G, 3G, fixed broadband
and 4G

10. Year of the SMAC (social media, mobility, analytics and
cloud)

11. Indian subscribers all set to adopt 4G wholeheartedly to
satiate their need for mobile data

12. ACOUPLEOFCALLOUTS

13. PARAPHRASE AVAILABLE CONTENT
Content available online Tata Docomo Shared Social Content

14. PARAPHRASE AVAILABLE CONTENT
Content available online Tata Docomo Shared Social Content

15. BRAND RECALL
Using the same person for greater brand recall.

16. SHORT FORMAT VIDEO & GIFS

17. BUCKETS OF MESSAGING IN CATEGORY
Offers and
VAS
(Aggressive
through
videos)
CSR
initiatives
Product
Speak
Contests/
Quiz
Network

18. CONSUMERSCOPE

19. INDIA DIGITAL LANDSCAPE
Internet
Penetration:
320 Million
Social penetration:
184 Million
Source: ASSOCHAM
Facebook:
135 Million Total
100 Million Mobile

20. Youth on Facebook
Youth (18 – 24 year olds)
Approximately 61 MILLION Youth on Facebook
46 MILLION 16 MILLION
60 MILLION access Facebook via their mobile phones
55 MILLION are interested in Passion Points- Movies, Technology and Sports

21. Core Millennials
ADULTS
(25 – 35 year olds)
Approximately 43 MILLION Adults on Facebook
34 MILLION 9.6 MILLION
41 MILLION access Facebook via their mobile phones
32 MILLION are interested in Passion Points- Movies, Technology and Sports

22. GEN - X
Gen-X Users
(35- 50 year olds)
Approximately 16 M Gen-X ers are on Facebook
12 MILLION 3.5 MILLION
14 MILLION access Facebook via their mobile phones
8.6 MILLION are interested in Passion Points- Movies, Technology and Sports

23. Low hanging fruit: Youth
60
41
14
Youth on Facebook Core Millennials Gen-X
Youth has the
maximum access
to Facebook
through Mobile
Phones

24. CATEGORYSPACE:WHATDOESITLOOKLIKE?

25. 25
SOLUTION SERVICE
FUNCTIONAL
EMOTIONAL
ConnectingIndia
Ablifefull paisa Vasool
Thejoy ofa littleextra
Express yourselfDo thenew –Open Up
Power toyou
An idea can changeyour life TheSmartphoneNetwork

26. 26
SOLUTION SERVICE
FUNCTIONAL
EMOTIONAL
ConnectingIndia
Ablifefull paisa Vasool
Thejoy ofa littleextra
Express yourselfDo thenew –Open Up
Power toyou
An idea can changeyour life TheSmartphoneNetwork

27. Popular Brands In This Space Appealed To Youth
Overly-Emo
Gimmickry
Look and Feel
Function
Utility
Effortless

28. We know Youth Today Cares About
Trust Value Tonality
Can I Trust This
Brand?
What Value is this
brand driving for me?
Is this Brand
speaking in a way I
Like?

29. STRATEGIC DIRECTION

30. Therefore…
AIRCEL
The joy of a little extra
Trust Value Tonality
I will stay Conveniently Connected
with Aircel, and trust its
transparent solutions
I can trust Aircel to provide
incremental value to my telecom
experience.
Aircel understands my needs and
recognizes my passion points

31. THE JOY OF A LITTLE EXTRA
DIGITAL PLATFORM: “Be More, Online”
CUSTOMER EXPERIENCE FOR “Be more, online”
The overarching ultimate experience that the brand promises to deliver
TRANSLATED FOR AIRCEL:
YOU CAN BE EXTRAORDINARY ONLINE BY LIVING YOUR PASSION
SOCIAL CONVERSATIONS
TO INCREASE CONSUMER
ASSOCIATION WITH BRAND
SOCIAL INFLUENCERS TO
ADVOCATE FOR THE
BRAND AND INCREASE
LOYALTY
USE CCOMMUNITY
MANAGEMENT:
CLUTTER BREAKING
SOCIAL PLATFORMS LIKE
INSTAGRAM< SNAPCHAT
CONVENIENCE + TRUST+ PERSONALIZATION
FILTERS OF
COMMUNICATION:
 YOUTH
 INCREMENTAL VALUE
 PASSION
A WAY TO TAKE YOUR PASSION TO THE NEXT LEVEL
SEGMENT NEEDS AND DRIVERS:
SOCIAL EXPERIMENTS TO
DEMONSTRATE THE
DIFFERENCE BETWEEN
POOR SERVICE VS GOOD
CUSTOMER SERVICE

32. Hygiene brand building and
conversation platforms
Platforms to be leveraged to
break clutter
Platforms to be leveraged to
increase consumption
NOW
Reach Platforms
NEW
Innovation Platforms
NEXT
Aspirational Platforms
70% 20% 10%
YOU CAN BE EXTRAORDINARY ONLINE BY LIVING YOUR PASSION

33. CREATIVEROUTE

34. The perfect telecom partner with its services &
products that provides that little extra.
Brand Promise

35. In the war between Telecoms
The Battleground for Today:
The Internet!

36. The Other Players
I am the best, fastest and loudest,
YOU WILL FIND NO ONE BETTER THAN ME.
I am a good person, I do good things.
I AM EXTREMELY SELF-RIGHTEOUS AND I
CAN EMPOWER YOU TO BE LIKE ME.
I am cool with small talk as long as it is
intelligent.

37. The Target Audience
The Youth doesn’t want boring choices
THEY JUST WANT A COOL WAY TO HAVE FUN!

38. “The Internet is becoming the town square for the
global village of tomorrow.” – Bill Gates
And like in every town square, the YOUTH dominates the talk.

39. For the Youth, The Internet is:
A playground, not a battleground. A concert hall, not a hospital. A party, not a prayer.
THE YOUTH BELIEVES THAT THE INTERNET CAN BE EXTRAORDINARILY FUN AND
VERY FULFILLING!

40. Creative Strategy
Let’s advocate the
‘JOY IN THE EXTRA USE OF THE INTERNET’
As a true mark of being young and free!

41. The youth are not the typical
internet enthusiasts.
For them Internet is a lifestyle.
From travel, music, movies, fashion,
sports etc. The internet is an outlet
for their passion.
Not ambition. (Not Idea) But
passion!

42. It’s a portal that let’s them go beyond the
mundane, for their quest to be
EXTRAordinary!

43. Extraordinary Lives ONLINE!
Siddarth Iyer
The ordinary: Investment
Banker by profession
The Extraordinary:
Photographer Online
Dhruv Sethi
The Ordinary: Lawyer by
profession
The Extraordinary:
Musician Online
Rashi Kalra
The Ordinary: PR
Manager by profession
The Extraordinary:
Traveler Online

44. And ours is to
revolutionize the YOUTH
to live their passion to be
EXTRAordinary!

45. I AM
EXTRAORDINARY!
I AM
EXTRAONLINE!

46. Communication Idea
For the quest to be extraordinary!
Be Extra Online with Aircel.

47. 47
Translating this for
Aircel:
Get Extra
Discover
experiences
that are unique
Discover
Translating this for
Aircel:
Be Extra
Sustain
experiences to
facilitate the extra
Facilitate
Translating this for
Aircel:
Do Extra
Unlock experiences
to initiate
Initiate

48. An iconic representation of the extra passion that the
brand brings to life, ONLINE!

49. Passion Points of the Youth:
Sports
Movies
Technology
Music
Fashion
Travel
Xtra
Xtra
Xtra
Xtra
Xtra
Xtra

50. How we do this?

51. 51
AIRCEL POWERS THE YOUTH TO BE
XTRAORDINARY ONLINE!
Celebrating extraordinary stories of the youth (influencers) who
have become popular by taking their passion online to grab
eyeballs.Discover

52. Name: Simran
Kaur
City: Gurgaon
Day job: Doctor
Extra Online:
Fashion Blogger
Followers: 15k
Name: Namrata
Shah
City: Ahmedabad
Day job: CA
Extra Online: Chef
Followers: 23.5k
Name: Roger
Gurung
City: Bangalore
Day job:
Engineer
Extra Online:
Filmmaker
Followers: 17.5k
Name: Bala Iyer
City: Chennai
Day job: Real
Estate Broker
Extra Online:
Parkour Artist
Followers: 22k
Name: Nisha Patel
City: Mumbai
Day job: Architect
Extra Online:
Stand-up Comic
Followers: 32k
Name: Karan
Mehta
City: Kolkata
Day job: Student
Extra Online:
Game Developer
Followers: 34k
Xtraordinary Online Influencers

53. Aircel powers the Youth’s
passion ONLINE!
For the Quest to be extraordinary.
Aircel takes the youth online!

54. E-SPOTS
Rallying the youth & building anticipation through
popular social channels

55. Periscope links of each influencer
to be populated on Twitter to give
users a front seat view of their
XTRAordinary Online lives.
TWITTER SHOWCASE THROUGH PERISCOPE

56. Bake
without
Oven!
I am Xtra Ordinary. I am
#ExtraOnline.
Do you have what it takes
to be extraordinary? Show
me & feature your passion
Online!
#XtraInsta

57. XTRA SNAPCHAT
REPORTER
A one-of-a kind engagement where Snapchat Influencers will release their extraordinary moments & ask
users to share theirs.
The most extraordinary ones will be caught daily by our influencers & showcased across brand’s social
assets.

58. The Xtra Snapchat
Reporter
My first Love and I freestylin!

59. Experiential Zone

60. Digital billboards at youth
hotspots that allow users to
connect with their phones to
experience the Xtraordinary.

66. Lead Generation Build communities
Brand Value
Amplification
- Experiential Zones - Twitter/Periscope
- Xtra Snapchat
Reporter
- #XtraInsta
- DPR Buzz
OUTCOME

67. 67
TICKET TO BREAK THE INTERNET
Provide a grand online stage for ordinary people to live their
passion & be Xtraordinary.
Initiate

68. World’s First Talking post:
Our community of influencers with different
passion will be launched on the brand’s
social assets.
Connecting with users passion points by
calling them out to participate & be
EXTRAordinary!
With the Ticket to “BREAK THE
INTERNET”

73. The best entries will be curated by the
brand & showcased on its Online stage –
Ticket to break the Internet(Youtube
channel)

74. SKIP AD
We can use the YouTube
Skip ads to let India vote
for their favourite
Xtraordinary individuals.

75. The most voted individuals with extraordinary passion to be
provided with a digital ticket to break the internet at the biggest
online festival. COMING SOON!

76. As the XTRAORDINARY individuals pour in,
we get ready for the greatest online
celebration ever!

77. EXTRA ONLINE
FESTIVAL
24hours. ONE STAGE.
TO BE XTRAORDINARY!

78. The longest napchat
social media assets)
The most XTRAordinary individuals will be
showcased all day constantly for 24hours on MTV
India website. (Also on brand’s social media
assets)

81. Lead Generation Build communities
Brand Value
Amplification
- Ticket To break The
Internet
- YouTube Channel
- Talking Post
- Xtra Online Festival
OUTCOME

82. Fa
Keep the Xtra going by providing sustained
experiences & engagements through the year.
Facilitate

83. Partner Collaborations
Collaborate and create parallel online platforms for popular
passion points that appeal to the youth

84. Amazon Fashion Week
Instagram Hunt for the
Xtra Designer

85. Aircel XTRA WiFi Zones at Youth Events
Launch 3G/4G Sensors
Motion Ads Directing People to these zones
Creating photo ops within these zones

86. Partnering with YOUTH powered
channels & setting up a digital
platform to showcase these
Xtraordinary Individuals ONLINE!

87. Chennai Open – Periscope TV
- Special vantage points using Periscope to provide a first hand
on-ground view of matches, player interviews, locker room
talk, behind the scenes etc.

88. College Festivals
Tweet with
#IamXtraordinary
and a drone will find & capture
extraordinary moments during the fest
to feature on Aircel’s branded digital
screen & social assets

89. Content on Demand:
The X symbol will act as a CTA for users on the brand’s
mobile app to connect with our community of brand
influencers.

90. Users can ask for personalized content according
to their interest.
The influencers will then create content in their style
and share on Facebook and other platforms.

92. Online Revenue Generation
Drive usage and provide best experience for online
transactions through Xtra Online Score (personalized
plans)

94. 94

95. Customer Service
Aredressalpagededicatedsolelytoaddressingourloyaluserbase

97. Lead Generation Build communities
Brand Value
Amplification
- Content on demand
- Xtra Online score
- Partner
Collaborations
- New Customer
Support Page
- Xtra Wifi zones
- Periscope
OUTCOME

98. SocialAmplification
Back to top ^

99. ContentSeeding
Back to top ^

100. Social Media Content approach
A mix of engagements connecting with the youth & their passion points..
Create communication which is exciting for them.
Innovations for brand buzz & viral-ability
•VAS Upselling: Generate reach and drive ROI led activations. Topical and festival led product offerings.
Geographically targeted posts.
VAS
•Launch platform for new products: Contests, interactions and gratifications to drive adoption
Product
•Establish technology led positioning: Engagement with new technology led products
Tech
•Activation on Passion Points: Travel, fashion, sports, music and movies.
I am Extra Online
•A new movie update every Friday: Update on popular movie check-in every Friday.
Friday Filmy Check-in

101. Sample Post- VAS
Say hello with a song! Set your favourite song as your dialer tune today. Call ******.

102. Sample Post- Product
Now be a little Xtra! Get voice calling with your internet data pack.

103. Sample Post- Techie Tuesday
Ouch! It hurts, but not any more. Meet Gorilla glass, a screen that does not break due to its
unsurpassed damage resistance.

104. Sample Post-I am Extra Online
I make music Xtraordinary. What is your Xtra passion online?
Participate to win exciting prizes. #IamXtraOnline

105. Sample Post- Friday Filmy Check-in
Hey guys! The Cabin In The Woods, won this edition of #FridayFilmCheckIn. Watched it yet?
Share your reviews in the comments below.

106. Social Weekly Content Schedule
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
VAS VAS Tech VAS VAS Friday Filmy Filmy Result
VAS *Product *News jerks/
product
I am extra
online
VAS

107. Social Weekly Content Schedule
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
VAS VAS Tech VAS VAS Friday Filmy Filmy Result
VAS I am extra
online
VAS

108. Not to forget the Native Audience

109. Making Online XTRA
passionate/engaging for
our TG in tier 2 towns.

110. They are very new to the online
space and they engage in
consumption and sharing-
specially on a platform like
WhatsApp

111. WhatsApp Club
Top 5
Songs
Short
viral videos
Sensational
News
Content
(jokes)
Movies
Trailers
After success of the
Ek Tha Tiger
🐅
Salman Khans next
suspense movie
Kon Tha Driver
🚘
A online club for the Aircel customers, that serves new
shareable and sticky content.

112. Green Dot Initiative (CSR)

113. 113
Join the Digital India bandwagon
Take internet to the rural audience
Install mobile internet Kiosks called the
‘Nukkad Internet’
Give them Xtra experience that the internet
brings via videos, chat platforms, music
etc.
Supplement it by providing introductory
internet packs.
Join the Digital India bandwagon
Take internet to the rural audience
Install mobile internet roadshows
called the ‘Nukkad Internet’
Give them Xtra experience that the
internet brings via videos, chat
platforms, music etc.
Supplement it by providing
introductory internet packs.

114. In Conclusion…

115. Xtra Online Revenue
Xtra Product Promotion
Xtra Customer Service
Xtra Engagement
Xtra Online Community
To Conclude