A case of Hostile - Mind Takeover Marketing by Aircel

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Today morning one got up to a slightly different news paper. The Front page of the newspaper instead of saying “The Times of India“, said “Move On India“. As the day progressed one realized what was “Ambush Marketing” taken to the next level, which I have referred to as “Hostile Mind Takeover Marketing“.

On my way to work, I generally switch on the radio and navigate through the peak hour traffic listening to the Radio. However today all I heard on Radio were Aircel Commercials. Long boring commercials, which were playing more frequently then music (read here). Switch from one channel to another and what do you hear there, the same commercial. Aircel had completely hijacked all Radio Stations.

The day went on and I got busy with work. On my way back home, near the media display outside the elevator, Aircel had put a long sticker tape on the border of each display. I reach home and switch on the Television, what do I see. Aircel ads being played on every channel on every commercial break. Great so by now I was starting to understand this strategy very well. In any case I switch on the news channel and there is a Aircel ticker on every news channel too. Phew talk about a brand overdose.

What are we talking about here. Aircel is one if India’s telecom operators launched it’s operations in Delhi and NCR. For once I felt that spamming had reached a new level. I was also trying to do the numbers on how much all this marketing would have cost them. I believe that in these troubled times where advertising fees has been cut by almost 50%, Aircel made a killing. I still invite guesses on what all this Hostile - Mind Takeover Marketing costed Aircel.

India’s burgeoning, mobile wielding generation got yet another service provide in Aircel. Hope all of this leads to a healthier competition between the Telecom giants of India. We already have Airtel, Idea, BPL Mobile, Spice, Vodafone, BSNL, MTNL amongst the leading telecom operators in the country. We just got another Aircel.

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