PAY ANYTIME, ANYWHERE

Airtel’s M-commerce campaign aimed at promoting easy usage of mobiles for routine banking transactions

AIRTEL

CAMPAIGN: M-commerce

AGENCY: Rediffusion Y&R

MEDIA SPENDS: Over Rs.10 crore

OBJECTIVE: To ensure trials by half a million users within the launch quarter, ramping them up to one million by the end of the year.

STRATEGIC CHALLENGE: Banking is always seen as a cumbersome chore. Using digital media to transact is seen as even more complex. Any communication for banking on the mobile ran the risk of people seeing it as a complex product meant for tech savvy nerds, which would never let it gain mass acceptance.

BIG IDEA: The big idea was, “It’s ok to forget” – Don’t panic if you have forgotten, just pay from anywhere, anytime. In the busy urban lifestyles that one leads in today’s world, personal tasks always get deprioritised and forgotten. Everyone relates to the panic and chaos one goes through when one forgets to carry out a monetary transaction in time. Therefore, the key insight was, “Some forgotten tasks have a way of making you pay for it.” This insight helped bring alive the role of Airtel viz ‘Now with Airtel ‘mChek’ you don’t need to panic because you can pay anytime anywhere.

COMMUNICATION TOUCH POINTS: There were broadly two major touch-points chosen to drill the message home. One was high impact and visibility through conventional media like TV, print and outdoor. The other was the use of contextual media, which included branding on boarding passes for airlines and headrests inside the aircraft; transaction websites (shopping and travel sites were targetted) and bill branding (the monthly telephone bills were branded and used as a medium to convey the message to the consumer).

EFFECTIVENESS: As per Airtel Business Intelligence, while half a million users initiated trials within the launch quarter, the target of a million too was achieved well before the end of the year.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

Will the lion roar again?

Slowdown had a sobering effect on DLF’s meteoric rise in the early years of this decade. With a new look and renewed vigour, the company attempts to claw its way back to its glory days. by Virat Bahri

Demand in the commercial segmentis still lacklustre. Around 60 msf of the 200 msf planned between 2009-11 have been delayed or are in cold storage. Anuj Puri, Chairman & Country Head, JLLM comments to B&E, “We will continue to see a supply overhang in the medium term (in commercial space). On a more positive note, rental values have corrected up to 40% across markets, and have in fact reached 2005-2006 levels in many geographies.” DLF plans to lease out 3-4 msf of commercial space in the current fiscal and focus heavily on execution of existing projects. Retail isn’t too robust either, with supply in 2010-11 expected to be 16.4 msf and absorption at around 54.3% (JLLM). DLF’s present impetus here is towards ensuring 100% occupancy in existing operational malls.

DLF’s share price of Rs.287.85 as on June 22 is a far cry from Rs.1000 plus levels in late 2007 and early 2008. It wouldn’t otherwise be a problem for now, but for the recent government ruling making it mandatory for listed firms to have 25% public stake holding (DLF promoters will have to dilute 3.64%). Companies like DLF are looking for a more flexible time frame to offload stake, to be able to extract maximum value. As that debate rages on, the company is on its way to script an optimistic, yet measured turnaround. And for that, residential is its most convincing bet as on date.

“luxury is back”

Anuj Puri
Chairman & Country Head, JLLM

B&E: How is the shift towards non-urban and affordable housing shaping up?
AP: There is a strong revival in residential real estate, particularly in the primary cities. Mid-income/affordable housing seemed to be going strong two quarters ago, but the scenario has changed now. One, middle-income and even luxury homes are selling again and developers are once again focusing on this segment, which presents them with higher profit margins. Two, it is difficult for builders to develop affordable housing in meaningful price ranges within larger cities due to high land prices. There isn’t much incentive for them to cater to the budget home segment if they cannot make a profit on such projects in central regions. Much depends on the Government, which must either promote re-development of old buildings or provide world-class infrastructure to distant suburban locations where the population could reside while continuing to work within the city.

B&E: Any downside risks that you see for the sector as a whole?
AP: There are doubtlessly some concerns about the European sovereign debt problems and their possible negative impact. This is a reasonable concern, but only to the extent that merchandise and software services exports to Europe may be affected. On a more positive note, there is a possibility that global firms of European origin may now consider investing in growing markets like India.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

The City of Nizams: Unearthing treasures of the past

I was standing before Purana Pul (Old Bridge), which stands 53 feet above the riverbed, and has a row of 22 huge rounded arches. Owing to the incessant downpour since the last couple of days, there was a slight nip in the air. Though the actual dampener in this busy area was the putrid smell of the polluted river Musi and the stink of overripe fruits and vegetables. The innocuous Purana Pul is no different from any other bridge in India that has been standing for years on end. Amid the stench, a bevy of women in brilliant attires assembled on one side of the bridge. One of them, her eyes a fascinating deep, almost violet blue, stared at the cliffs under the bridge and the fringes of the foul-smelling bank.

Introducing myself, I asked her what in this graceless locality enamoured her so. She turned out to be Sree Vidya Chaturvedi, a dilettante of culture and history from Central University of Hyderabad. Instead of replying, she shot back a question to me – “Since how long you have been in Hyderabad?” “Twenty years”, I replied. “Can you see hundreds of young couples strolling across the bridge, celebrating their love, without a thought for caste and religion?” I looked intently, but only found swarms of people jostling, screaming, selling, gawking. “People who perceive Hyderabad as merely a capital city of Andhra Pradesh, cannot comprehend its profundity, in spite of living here for decades. No wonder you’re surprised when this old bridge, which is structurally compared to Pont Neuf in Paris, is referred to as the bridge of love,” said Sree Vidya.

I had scoured the streets of the Old City many times, looked at the peddlers, observed the physical fabric of the city being torn, old havelis being pulled down, neighbourhoods being broken-up to make way for development. But now, my Beatrice offered me another vision of Hyderabad as she took me to the city beneath the city, a replica of heaven on earth, the four minarets, the imperial palaces, shehnais, mushairas, gardens – the city as it was in times of yore! We both travelled straight into a conversation reminiscing of the city, its Nawabs, the role of Aurangzeb in the completion of South India’s biggest mosque – the Mecca Masjid – of the kings, of soldiers, of loyalty, the devastating floods of 1908 and a lot more.

Purana Pul is a heritage monument built circa 1595 AD. It is a structure which symbolises the love between Prince Quli Qutub and Baghmathi, a Hindu courtesan, who used to reside on the other side of the river, and for whom the Prince swam across the flooding Musi. It was the Sultan who built the pul (bridge) after he understood the depth of their love. Bhagmati got married to Quli Qutub and the newly built city was named after her as Bhagyanagar. With her subsequent name-change to Hyder Mahal, the city became Hyderabad. The history of Hyderabad began with the Qutub Shahi dynasty when Golconda was established as the headquarters, and later the capital was shifted to Hyderabad.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

Do you agree with Incorporation of Caste in TheE Census ?

Apparently trying to play it safe for the time being and buy some time, the UPA government, towards the end of May 2010, deferred a decision on inclusion of caste in Census but the Cabinet is overwhelmingly in support of the inclusion with the exceptions of Kapil Sibal, Anand Sharma and MS Gill. Union finance minister Pranab Mukherjee has been entrusted to lead a group of ministers who will thrash out the modalities of enumerating caste in the ongoing decennial Census operations.



For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

She did it again!

Once a teen sensation, Britney Spears is now the latest Twitter sensation! The pop princess overtook actor Ashton Kutcher just last week, and has now left Hollywood super stars way behind with a mind-blowing following of five million people on the social networking site. Not too long ago chastised by many for being irresponsible and an absolute wreck, the 28-year-old has slowly but surely regained control of her life and is now definitely back at the top of this Circus!


For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎