Videocon Telecom earmarks Rs 120 Crore for marketing

Plans to leverage geo targeting on leading TV channels besides utilising innovative branding mediums to attract the emerging Indians

BestMediaInfo Bureau | Delhi | June 15, 2015

Videocon Telecom, the telecom arm of Videocon Group, is all set to connect with forward-looking, modern youth segment and extend its presence in the market. With Emerging Indians as its newly defined target audience the company has aggressive marketing and branding plans to capture the market. This fiscal year, Videocon Telecom will invest Rs 120 Cr on Brand & Communication to connect with the fast emerging young mobile phone subscribers from Tier II and smaller towns.

Company has roped in Bollywood Star Gauahar Khan as its Brand Ambassador. With the new brand face that reflects the aspirations of the young India, the telco intends to reach out to its consumer with vibrant and energetic approach.

In a short span of two years, the brand has emerged as one of the most preferred and fastest growing telecom players attaining the trust of over 10 Million consumers. The telco has attained leading position in its 4 operating circles with clear incremental customer market share leadership in Punjab and Haryana Telecom circles. Gauahar Khan's popularity and immense youth appeal shall complement young and vibrant brand like Videocon Telecom, which engages the mass consumers via its innovative and excellent telecom services.

Videocon Telecom plans to leverage the association with Gauahar Khan through various mediums including TV commercials, OOH, Press ads and Digital marketing. Given its regional presence, the telco has been limiting its presence on one of the most effective medium of Television, but now with options being available on Geo targeting on leading TV channels including Star and Sony, the telco plans to leverage on the option in a big way. The telco plans to roll out a massive campaign with the new face of Videocon Telecom across all mediums.

Arvind Bali, Director & CEO, Videocon Telecom, said, "Change is always good and refreshing and brings in vibrancy in the environment. We are pleased to add the noted celebrity, Gauahar Khan into our Videocon Family. Gauahar signifies a positive vibrancy, bold attitude, sense of dedication and reflects our brand spirit- young, vibrant, and cool. She represents the youth of today who are independent, expressive, confident, and carefree and brand conscious. Going apt with the same, this association has been established to connect with the youth consumers at ground level.”

“The choice of bringing Gauahar on board was no brainer as she is a self-made youth icon with huge fan following in India and across the continent. She is a fantastic artist and we seek to use her charisma extensively in our forthcoming marketing initiatives, wherein she will be seen prominently across television commercials, newspapers advertisements, digital medium, billboards, retail front displays, and on-ground activities of the brand. We are confident that this association will go a long way in improving Videocon Telecom's brand awareness and consideration”, he added.

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