“You are my pumpkin pumpkin,
hello Honey Bunny,
If we talk briefly about subscriber base, Airtel (Bharti Enterprise) is market leader at present, followed by Vodafone on 2nd position, and then Idea, Reliance & Tata Docomo’s turn. But, overall brand Uninor is going very aggressively that increasing promptly its subscriber base by promoting purely price conscious strategy on print & outdoor media. Whereas Idea is growing steadily & slowly but Vodafone & Airtel are not being much increasing subscriber base compared to Idea & Uninor. Uninor is rolled out with much effective various pricing scheme that give benefit to consumers.
I am your dumpling dumpling,
hello Honey Bunny,
Feeling something something,
hello Honey Bunny”….By Idea Cellular Ltd. (Aditya Birla Group)
What an idea Sirji!!!
Lovely & awesome jingle on “Honey Bunny”, funny & catchy words been
used in this jingle that can easily identifying by consumers. This is really effective innovation or can say clutter
breaking campaign created by Idea (Telecom Service provider brand). It is
becoming now more popular. Overall, Idea’s all campaigns having various
innovation, precise message & brand identity.
Network is much essential for any telecom service provider
brands. Without it, brand can not take strong position in market despite of
valuable scheme/offer or cheap rates. Especially, today’s consumers are easily
churning from one brand to other if services are not getting at satisfactory
level.
After being an introduced various 3G services, Idea has
released campaign on “Network coverage”
and rolled out with “Honey Bunny” concept that conveying message “whenever you
go, phone will ring i.e. Kashimr to Kanyakumari, Assam, Tamil Nadu, Odisha, Kerala,
Bihar, Rajasthan, Mumbai, Bengaluru, Kolkata, Punjab etc. all circles where
Idea’s presence. And, it is targeting to mass people & lower class to
upper-middle class, rural area, urban city, youth, working people etc. who’s
having only single word “Hello Honey Bunny” on their tongue.
Idea has been executed on right time strategy because at
present no ay rival brands are being emphasis on “Network coverage service”.
Consumers having lots of complain against various service provider brands. Idea can enable to take this opportunity &
benefit in order to strongly establishment of network (coverage). Other rival
brands Airtel (Bharti Enterprise), Vodafone, Uninor, Reliance, Tata Docomo,
BSNL etc. are majorly focus on VAS service, price plan or promotional offers.
That’s why Idea has good opportunity to increase its subscriber base either by
addition of new or by churning from other brands.
This “Honey Bunny” campaigning done at 360 degree
communication at full fledge level which includes TVC, Radio, Print media,
digital Media & Outdoor media.
If we talk briefly about subscriber base, Airtel (Bharti Enterprise) is market leader at present, followed by Vodafone on 2nd position, and then Idea, Reliance & Tata Docomo’s turn. But, overall brand Uninor is going very aggressively that increasing promptly its subscriber base by promoting purely price conscious strategy on print & outdoor media. Whereas Idea is growing steadily & slowly but Vodafone & Airtel are not being much increasing subscriber base compared to Idea & Uninor. Uninor is rolled out with much effective various pricing scheme that give benefit to consumers.
Present scenario of
Competitors:-
Airtel is much
focusing on youth target market by developed concept “Har Ek Friend Zaruri Hai”
and taking re-position with new corporate identity.
Vodafone is much
more promoting various VAS offers.
Idea is focusing
now “What a Network…Idea Hai toh phone will ring (If you have an Idea, phone
will ring)”… i.e. emphasize on ‘network’.
Uninor (Joint venture
between Telenor & Unitech) is focusing on pricing strategy. It is
always coming with innovative “talk time scheme “at alternative period.
Tata Docomo is
also focusing on promotional offers as well as ‘talk time offer.
It was time before 4-5 years ago where such catchy tune had
been released by Airtel & Hutch (Hutch is now Vodafone). Still, consumers
can enable to identify brand by listening its tune/music. At that time, Airtel
& Hutch were strongly dominating in market as well as both of having strong
brand equity. Here, Idea’s jingle “Honey
Bunny” is reminiscing of Airtel & Hutch tune. Even though, today also many
consumers having these tunes (Airtel or Hutch) as caller tune or ring tone.
Hutch Branding (Old
Tune):- http://www.youtube.com/watch?v=9ll228mfKSU
Airtel Branding (Old
Tune):- http://www.youtube.com/watch?v=pOWK9tIjR5U
Idea Branding (Honey
Bunny):- http://www.youtube.com/watch?v=tN6Gh4QXPqg
Teaser Campaign by
Idea: - Initially, Idea has rolled out with 4 teaser campaign of different
location where singing only about “Honey Bunny”.
After execution of awesome campaign, it is very much
essential that it should be give result against commitment. Because only
campaign / branding can’t work. The campaign works only when consumers shall be
feeling satisfaction &”Honey Bunny” i.e. no more any complain regarding
network. Then off course, subscriber will raise once it gives result &
consumers shall be getting confidence towards brand.
This is the only
chance & right time to endorse campaign on “Network” where rivals are
focusing on other features or services.
Share your views…Are
you feeling Honey Bunny!!!
