50 million
customers can’t
be wrong
In the last three years Aircel has grown from
a regional brand with nine million customers to
a pan India brand with over 50 million customers and counting. Over the course of a three year retainer contract, WHAM has developed a strong, coherent identity for Aircel, an identity capable of inspiring the whole organisation
and driving market leadership.
In our role as brand guardians WHAM has worked with Aircel to define the strategic objectives and align brand communications.
WHAM works with Aircel day to day on a diverse and extensive range of projects. Typical of one month’s activity are; tactical communications, product launches, TV end frames, advertising campaigns, iconography, packaging, naming and copywriting.
Aircel partnered with Blyk, a youth mobile service developed in Finland, which communicates exciting MMS and SMS updates about events and entertainment, exclusive offers, interactive trivia and opinion polls to their target audience. Bringing this service exclusively to India’s youth market, Aircel’s customers can receive bonuses such as talktime, data or SMS related benefits by simply receiving these messages.
WHAM’s focus was to create a visual identity partnership that combined all the freedom and energy of the Blyk brand with the trust and integrity associated with the Aircel brand in India.
Save our Tigers is Aircel’s main Corporate Social Responsibility initiative, to fight the extinction of India’s Royal Bengal tigers, in partnership with WWF-India. With only 1,411 tigers left in India, Aircel continues to encourage public awareness and involvement in the protection of their country’s national animal. WHAM has helped to develop initiatives to leverage the campaign, including the creation of a mascot. ‘Stripey’ needed to appeal to children, whose continued support and understanding is crucial to Save Our Tigers’ ongoing success.
The campaign has captured the hearts and minds of India with nearly 1 million people pledging their support. Extensive celebrity endorsement, and the Save Our Tigers Telethon raised Rs 5 crore, funding “tiger task forces” in key reserves across the country. Positive political initiatives have also resulted, most notably a commitment from the 13 nations that are home to big cats, to double the number of the felines from the present 3,200 to 6,400 in the wild by the year 2022.
A recent Aircel photo shoot.WHAM continues to work with Aircel on both strategic and creative activity. An increasingly well-known brand across India, we shifted our focus this year from driving awareness of Aircel to creating a brand that India loves.
2011 is WHAM’s third year of a long-term partnership with Aircel. We continue to assist with day to day tactical campaigns, launching into new product areas and managing their position in the Indian market as 3G technology is introduced this year.