Integrated Marketing Communication in company Today for Airtel

1. ADVERTISING, SALES PROMOTION AND
SALES MANAGEMENT
PAPER : DSE A(1)
SUBJECT : Intergrated Marketing
Communication
UNIVERSITY ROLL NO: 192013-13-0007
UNIVERSITY REGISTERATION NO: 013-
1212-0266-19
SEMESTER : 5 SESSION: 2021
TOPIC: IMC in companies today for

2. WHAT IS IMC ?
• The process used to unify marketing communication
elements, such as public relations, social media,
audience analytics, business development principles,
and advertising, into a brand identity that remains
consistent across distinct media channels.
• It aims to ensure the consistency of the message and the
complementary use of media.
• It uses several innovative ways to ensure that the
customer gets the right message at the right place and
right time.

3. TOOLS OF IMC

4. INTRODUCTION
• Owner : SUNIL BHARTI MITTAL
• Launched on 7 July 1995 as Bharti
Tele-ventures limited
• Bharti Tele-ventures was renamed as
Bharti Airtel Limited in 2006
• Bharti Airtel limited is a leading integrated
telecommunications company with
operations in 20 countries across Asia and
Africa .
• In India it currently stands as the leading
mobile service provider, with headquarters
in New Delhi. It serves in all 23 licensed
telecom-circles covering 420,000
towns/village with 15 subsidiary
companies.

5. Airtel Popular Campaign “Har ek
friend Zaroori” Ad
• The ‘Har Ek Friend Zaroori Hota Hain’ campaign was first released
in 2011 and it was the agency’s first piece of communication made for
Airtel
• After a span of almost five years, Airtel India has brought back their
popular humming tune ‘Har Ek Friend Zaroori Hota Hain’ to promote
a bouquet of latest product features like- free international calls while
roaming abroad, Airtel-to-Airtel free calls and data packs.
• The campaigns achieve their goals smartly by their dynamism, warm,
friendly appeal; all the more it helps them gain the trust of their
customers. with their priority service as apart of platinum care they
have also attracted hustlers who like hassle-free service.

6. • The new campaign conceptualised by Taproot Dents, has a series of
three different ads focusing on the points such as free incoming calls
during an international trip, free calls from one Airtel to another
Airtel subscriber and low cost data packs.
• The brand was back with its famous catchphrase after five long
years through its new TV campaign with an addition - there are few
things in life that are not important but friendship is important.
• They wanted to create a ‘ Friendship Brand’. The insight used was
that everyone has a different set of friends at a particular time in life,
and technology and mobile phones connect a person to all of them.

7. • The multi-media campaign ran across TV, print, outdoor and digital
media.
• As a part of their digital campaign, they invited people to create
different friend types and tag their companions appropriately. The
person who tags the most number of friends stands to win a trip to Las
Vegas in the US with his or her group.
• This created a rage amongst youngsters and they were addicted to it
like a moth to a flame. Soon people started liking the video,
commenting, sharing the fun and all of a sudden all seems to work for
Airtel. They succeeded in unleashing the power of youth, only to the
envy of its competitors.

8. HOW AIRTEL USED INTEGRATED
MARKETING COMMUNICATION
ADVERTISING
• Advertising in the prime times, such as in news hours, popular tele-
dramas are important through TV and also Radio advertisements
between musical programms can be effective .
• Newspapers, Magazines, Billboards, Brochures are other ways used
to capture customer attention.
• Billboards and poster will be put up with regarding to the amount of
population in each province .

9. PUBLICITY AND PUBLIC
RELATIONS
• A variety of programs designed to promote and protect a
company’s image and its product , by high-credibility / ability to
catch buyer’s off-guard. This will cover gaps between the
company's point-of-view and media-coverage . This can
create/maintain corporate-identity/Improve Company’s-
reputation /build relationship with media etc . It’s a cost-effective
tool which has message flexibility and useful for crisis
management .

10. PERSONAL SELLING
• The perfect solution reaches retailers/create an impact that
Airtel gives preferences to select best shops for their
network/targeted message can be conveyed more structurally /
interactivity between Airtel will be increase and therefore
relationship (cultivate) will be built with these retailers.
WORD - OF- AMOUNT
• Airtel’s going to offer lowest-value packages for a limited
amount.
• Options Selection between monetary incentives/ product
promotion packages will be given.
• This will help obtain an additional market by trail buying
customers.

11. CONCLUSION
• The outcome was phenomenal! It not only achieved its objective but
also won a lot of accolades from the corporate as well as the general
public. Airtel, went on to win top accolades at the Effie Awards 2012,
under the Digital Advertising (Online/Mobile Communications)
category.
• This ad has connected to the youth instanteneously that uses the
maximum voice and data-services.
• In short Airtel suits the need of everyone with its plethora of services!