AHMEDABAD: If you have called a Reliance CDMA subscriber of late, a clamorous, but familiar sound coming from the other end, might have confused you. But, a couple of seconds later you realise that it’s smart marketing technique, reaching out to the clients with every possible channel available. The Power On. India On jingle is being played on Reliance phones as a part of the ongoing campaign for Reliance Power IPO.
And that’s just one example. Corporate houses today are becoming smarter as far as creating a favourable hype around their IPOs are concerned. And the most recent example is the Reliance Anil Dhirubhai Ambani Group.
Reliance ADAG is utilising all its possible mass media products and tools to extensively advertise for the Reliance Power IPO. Reliance ADAG’s media activation plan includes TVCs being showcased in 62 Adlabs theatres across the country, ads on ADAG’s radio channel, Big FM, across 39 cities, leaflets on bills at Reliance Energy Customer Care Centres, and leveraging through 250 Reliance World, 1,300 Reliance Express and 2,000 Reliance Money outlets.
However, the most interesting one remains the caller back ring tone (CRBT) activated across 35-40 million subscribers of Reliance Mobile World, by default. No matter which mobile operator’s services you use, the moment you call a Reliance subscriber, you hear the current hot words : Power On. India On. and the Reliance user will himself have to opt out of the service or change the CRBT, if he does not want it, which seldom happens.
A company official claimed possibly this is the first time such a campaign is being carried by a business group, especially with the CRBTs in place. The cost of the entire campaign is Rs 20 crore; pretty negligible as compared to the money the IPO will attract.
“The challenge was to market the IPO like a consumer product and penetrate into the minds of each potential investor. Keeping the big picture of Power on. India on in mind, the campaign goes way beyond the 30-second TV spot. Leveraging various products of the group was a very conscious decision,” says branding head-Reliance ADAG Girish Shah. Keeping in mind the frenzy around the IPO, Reliance Money has also geared up for the action. The trading and demats opened in last 30 days totalled 1.5 lakh while the total of last one year was barely 3 lakh accounts.
And that’s just one example. Corporate houses today are becoming smarter as far as creating a favourable hype around their IPOs are concerned. And the most recent example is the Reliance Anil Dhirubhai Ambani Group.
Reliance ADAG is utilising all its possible mass media products and tools to extensively advertise for the Reliance Power IPO. Reliance ADAG’s media activation plan includes TVCs being showcased in 62 Adlabs theatres across the country, ads on ADAG’s radio channel, Big FM, across 39 cities, leaflets on bills at Reliance Energy Customer Care Centres, and leveraging through 250 Reliance World, 1,300 Reliance Express and 2,000 Reliance Money outlets.
However, the most interesting one remains the caller back ring tone (CRBT) activated across 35-40 million subscribers of Reliance Mobile World, by default. No matter which mobile operator’s services you use, the moment you call a Reliance subscriber, you hear the current hot words : Power On. India On. and the Reliance user will himself have to opt out of the service or change the CRBT, if he does not want it, which seldom happens.
A company official claimed possibly this is the first time such a campaign is being carried by a business group, especially with the CRBTs in place. The cost of the entire campaign is Rs 20 crore; pretty negligible as compared to the money the IPO will attract.
“The challenge was to market the IPO like a consumer product and penetrate into the minds of each potential investor. Keeping the big picture of Power on. India on in mind, the campaign goes way beyond the 30-second TV spot. Leveraging various products of the group was a very conscious decision,” says branding head-Reliance ADAG Girish Shah. Keeping in mind the frenzy around the IPO, Reliance Money has also geared up for the action. The trading and demats opened in last 30 days totalled 1.5 lakh while the total of last one year was barely 3 lakh accounts.
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