S. C. Ahluwalia,
GM Marketing, BSNL
My best marketing moment was launching the Hindustan Bol Raha Hai campaign featuring Deepika Padukone. In Hindustan Bol Raha Hai campaign one can see Deepika helping a mountain village woman talk to her son on her mobile and helping a rural woman in Rajasthan in delivering a baby by connecting her to a doctor through the Internet on a laptop. The campaign also shows a family on a tractor talking on a mobile and an engineer guiding his workers; a teacher teaching kids in a school using a laptop; a man on an elephant cheering for her daughter, all by using the crystal clear network and services of BSNL present in every corner of the country. As a marketing person, we take lot of pride as this particular advertisement was the “Most Watched Ad” of the country in a survey conducted in 2009. In fact, every product launched by BSNL is definitely encapsulated with the prime brand attributes, and distinguishably is ingrained with its individual set of USPs to offer, which further reaches out to a consumer as a unique service or benefit, simplifying the routine functionalities of life. For instance, BSNL 3G being the fastest form of mobile internet is an altogether unique product offering to the consumers and is available in almost 318 cities today with a potential of selling itself on its product stature alone. We also aim at furthering our scope of 3G services with a comprehensive nationwide roll out and a revision of tariffs that has already started to materialise, regionally. And adding on to the wide spectrum of innovative services, besides 3G & Wi-Max we have also ventured into the Enterprise solutions, that not only lets us expand our horizon of services, but eventually gearing up for our revenue from an added resource.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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