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

This case study describes the launch of a 3G product targeted at Indian youth consumers by Aircel, the telecommunications company.

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

Tathagata Chatterjee

Campaign details

Brand owner: AircelAgency: McCann WorldgroupBrand: AircelCountry: IndiaChannels used: Email marketing, Internet – microsites, widgets, Online video, Social media, Television, Word of mouth and viralMedia 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands