Upload anything: How Aircel brought 3G up, close and personal to youth

Tathagata Chatterjee

Campaign details

Brand owner: Aircel
Agency: McCann Worldgroup
Brand: Aircel
Country: India
Channels used: Email marketing, Internet – microsites, widgets, Online video, Social media, Television, Word of mouth and viral
Media budget: 1 – 3 million

Executive summary

3G was launched in India with a lot of fanfare. But the euphoria soon gave way to despair during service roll-outs. The spectrum utilization stood at sub 5%. The biggest advantage of 3G in terms of delivery of high-speed voice and data transmissions quickly turned into a generic claim by operators which created confusion among consumers. It was also perceived to be three times as expensive as normal 2G. Moreover the experience was patchy. So when in 2012 Aircel was ready with a 3G-based product targeted at youth, the clear challenge was how to make their offering distinctly relevant.