The players are fighting for that X-factor!

IIPM PUBLICATION
Capacious subscriber additions, voluminous expansion plans and mounting net profits – perhaps these are the only commonalities between the telecom service providers in India. Apart from this, all the telecom players are toiling hard to work on that X-factor which differentiates them from competition. All the players like Bharti Airtel, Hutch, BSNL and Idea Cellular (all GSM players) have adopted different strategies to promote their cause, and interestingly, all of them have been very successful in their own domains. So while Airtel follows the dual strategy of leveraging the star power of the celebrities like Shah Rukh Khan on one hand, and extensively promoting its valueadded services like hello tunes on the other hand, Hutch communicates itself in a much simpler manner refraining itself from the use of any star power. Consequently, all the advertisements of Hutch, featuring the famous pug and the cartoons, have enjoyed immense success in the Indian market.

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative