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...