INTRODUCTION

Idea Cellular, usually referred to as Idea, is an Indian wireless telecom company based in Mumbai, India. Idea is the 3rd largest mobile services operator in India, in revenue terms, and recorded of over 98.4 million customers as of August 2011.

Inception and growth:

In 2000, Tata Cellular was a company providing mobile services in Andhra Pradesh. When Birla-AT&T brought Maharashtra and Gujarat to the table, the merger of these two entities was a reality. Thus Birla-Tata-AT&T, popularly known as Batata, was born and was later branded as !dea.

Then Idea set sights on RPGs operations in Madhya Pradesh which was successfully acquired, helping Batata have a million subscribers, and the licence to be the fourth operator in Delhi was clinched.

In 2004, Idea (the company had by then been rechristened) bought over the Escorts groups Escotel gaining Haryana, Uttar Pradesh (West) and Kerala and licences for three more UP (East), Rajasthan and Himachal Pradesh. By the end of that year, four million Indians were on the companys network. In 2005, AT&T sold its investment in Idea, and the year after Tatas also bid good bye to pursue an independent telecom business. And Idea was left only with one promoter, the AV Birla group. Rs 2,700 crore adding Punjab and Karnataka circles. Modis joint venture partner, Telekom Malaysia, invested Rs 7,000 crore for a 14.99% stake in Idea. Just around then, Ideas subsidiary, Aditya Birla Telecom sold a 20% stake to US-based Providence Equity Partners for over Rs 2,000 crore.

Customer service:

The company has its retail outlets under the "My Idea" banner. The company has also been the first to offer flexible tariff plans for prepaid customer. It also offers GPRS services in urban areas.

Idea Cellular won the GSM Association Award for "Best Billing and Customer Care Solution" for 2 consecutive years.

IDEA Cellular has been recognized as the 'Most Customer Responsive Company' in the Telecom sector, at the prestigious Avaya GlobalConnect Customer Responsiveness Awards 2010.

Holding:

Initially the Birlas, the Tatas and AT&T Wireless each held one-third equity in the company. But following AT&T Wireless' merger with Cingular Wireless in 2004, Cingular decided to sell its 32.9% stake in Idea. This stake was bought by both the Tatas and Birlas at 16.45% each.

Tata's foray into the cellular market with its own subsidiary, Tata Indicom, a CDMA-based mobile provider, cropped differences between the Tatas and the Birlas. This dual holding by the Tatas also became a major reason for the delay in Idea being granted a license to operate in Mumbai. This was because as per Department of Telecommunications (DOT) license norms, one promoter could not have more than 10% stake in two companies operating in the same circle and Tata Indicom was already operating in Mumbai when Idea filed for its licence.

The Birlas thus approached the DOT and sought its intervention, and the Tatas replied by saying that they would exit Idea but only for a good price. On 10 April 2006, the Aditya Birla Group announced its acquisition of the 48.18% stake held by the Tatas at Rs. 40.51 a share amounting to Rs. 44.06 billion. While 15% of the 48.14% stake was acquired by Aditya Birla Nuvo, a company in-charge of the Birlas' new business initiatives, the remaining stake was acquired by Birla TMT holdings Private Ltd., an AV Birla family-owned company.

Currently, Aditya Birla Group holds 49.1% of the total shares of the company. Malaysia based Axiata controls a 14.99% stake in the company.

3G:

On 19 May 2010, the 3G spectrum auction in India ended. Idea paid spectrum in 11 circles. The circles it will provide & 3G

5768.59 crores for in are Andhra

Pradesh, Gujarat, Haryana, Himachal

Pradesh, Jammu

Kashmir, Kerala, Madhya

Pradesh, Maharashtra & Goa, Punjab, Uttar Pradesh (East) and Uttar Pradesh (West).

On 28 March 2011, Idea launched 3G services in Gujarat, Himachal Pradesh and Madhya Pradesh.The launch cities were Ahmedabad, Shimla and Indore. This makes Idea the sixth private operator (eighth overall) to launch its 3G services in the country following Tata Docomo, Reliance Communications, Airtel, Aircel and Vodafone.

Idea currently supports up to 21.1 Mbps over 2G speeds of 256 Kbps. However, different handsets support different speeds, from 384 Kbps, 3.6 Mbps, 7.2 Mbps or 21.1 Mbps. Speeds also depend on the 3G plan/recharge that users opt for.

The operator announced that IDEA 3G services will be available in 200 towns of 11 3G circles by mid-April 2011, progressively growing at the rate of ten towns per day to cover 750 towns by mid-2011 and 4000 towns by the end of 2012.

Pan India 3G coverage:

Airtel, Vodafone and Idea have begun collaborating to provide 3G coverage to their customers pan india. The agreement aims to provides for these companies to offer 3G services to their customers in circles where they have not won any spectrum. It is expected that the 3 companies will be able to provide 3G services in all circles in india except orissa where the three have not won any spectrum.

The 3G CoverageIdeas 3G service is currently available in the following cities in 11 telecom circles:

Ideas 3G service recently launched in mumbai with 3G network sharing agreement with Airtel. [Idea has launched 3G services in Chennai network sharing with Vodafone.

Subscriber Base:

Idea's

subscriber

base

as

at

the

end

of

August

2011

is

totalling

to 98,441,714 or 16.09% (Approx.) of the total mobile connections in India.

Idea leads all other telecom operators in India in the MNP (Mobile Number Portability) race, with a net gain of 10,31,380 subscribers as on 31st August, 2011.

Idea also leads all other competitors in having the most active subscriber base, scoring highly on the VLR statistics. Visitor Location Register (VLR) is basically a temporary database of the subscribers who have roamed into the particular area, which it serves. Each base station in the network is served by exactly one VLR; hence a subscriber cannot be present in more than one VLR at a time.

Competitors:

Idea

competes

with

14

other

mobile

operators

throughout

India.

They

are Aircel, Airtel Cheers Mobile, BSNL, Loop Mobile, MTNL, MTS, Ping Mobile, Reliance Communications, S Mobile and Vodafone. Tel, Tata DoCoMo,Tata Indicom, Uninor, Videocon, Virgin

Video Calling ISD Booth:

On 21 September 2011, Idea inaugurated Keralas first Video Calling ISD booth in Kottakkal, Malappuram. Idea has come out with the idea of setting up ISD video calling

booths wherein users can not only talk but see the person live in real-time. The person receiving the call should be using a 3G handset on a 3G connection.

OBJECTIVE OF THE STUDY

1) To make a understanding about the Company IDEA CELLULAR LTD. 2) To make a understanding about the services which they provide. 3) To know about the customer base of the IDEA CELLULAR.

MARKETING COMMUNICATION STRATEGY ADOPTED BY IDEA

Idea had not hired any celebrity to promote its services till late 2007, in contrast to its competitors.

However, when Idea expanded its geographical presence to cover several telecom circles in India, it hired film star Abhishek Bachchan to endorse its brand in October 2007. Idea's focus in its ads also changed from highlighting its tariff plans and network coverage to using mobile telephony to solve social issues. Idea also developed several websites to support its ads based on social issues. Idea also tied up with Indian Premier League (IPL) cricket team, Mumbai Indians, and popular players like Sachin Tendulkar and Zaheer Khan were used to promote the brand. Idea chose to promote its brand where as its competitors focused on promoting their value added services and tariff plans.

Highlights

of

the

Marketing

Strategies

adopted

by

Idea

Cellular:

(I) AB as the Brand Ambassador-Though the company was a bit late in appointing Abhishek Bacchan as the brand ambassador of the company(In October 2007). The companys focus on its ads also shifted from highlighting its tariff plans and network coverage to use of mobile telephony to resolve social issues. It also tied up with the IPL, Mumbai Indians, and players like Sachin Tendulkar and Zaheer Khan promoted the brand.

(II) Focus on the Existing Costumer Base-Idea claims that it never chased the costumers at the cost of profitability like many other telecom players did in the country. So while the others were busy n putting their money in newer markets. Idea focused on circles it already

had a strong presence, Such as Gujarat, Andhra Pradesh, Kerela, and gradually stepped into newer markets. We wanted to make investments only in the markets where we were confident of getting reasonable return on investment. Said MD Himanshu Kapania. Today Idea has covered all 22 circles of telecom sectfirm Indus Towers. It also has a 16 percent stake Gurgaon based telecom infrastructure.

(III) Highest share of Rural Costumer Base- Idea has the highest share of rural sub Comapscribers as percentage of total subscribers among GSM players. Not surprisingly, Its avg revenue per user is lower than the competition.. During Oct-Nov 2010, Ideas ARPU was Rs. 126.9 compared to Airtel(150.37) and Vodafone(127.7). But with profits growing at a compounded annual growth rate of more than 70 pc, it would be hardly worried.

Idea's AD Campaigns:

Idea had decided not to adopt celebrity endorsements in 2002 while its competitors like Bharti Airtel had been using multiple celebrities to promote its brand.

'A Good !Dea' Campaign

Idea's promotions in 2006 were based on its tariffs, service quality, and network coverage. For instance, Idea started promoting its Rs.0.5 per local call per minute service aggressively.

Idea's Launch in Mumbai

!dea's launch in Mumbai circle was recognized as the world's largest single city launch of telecom services till 2008. Idea spent Rs.8 billion to cover more than 1000 cellular sites in Mumbai. It used extensive out-of-home (OOH) media like bill boards and bus stop shelters for pre-launch teasers

The Online Initiatives

Idea took its 'What an !dea' campaign further - from TV, print, and radio to the Internet. It launched several websites that complemented its campaigns that championed social causes. In December 2008, Idea launched a website called http://bythepeople.in to take forward its TVCs based on democracy.

Idea's Association with IPL

In March 2009, Idea tied up with Mumbai Indians, one of the teams participating in the Indian Premier League (IPL). IPL provided Idea with a good opportunity for its brand building exercise as the competition was closely followed by the entire country. Idea launched a campaign called 'Call the Cricketers' on April 30, 2009

The 'Out-Of-Home' Campaigns

Idea had been using OOH media like hoardings, public transport systems, and bus shelters since the early 2000s. The company used OOH media innovatively to reflect the message of the ad. One of the most noticed campaigns of Idea's OOH was the one used in the city of Surat in the state of Gujarat in Western India.

What an IDEA SIR JI.. Started in 1995 as a joint venture among the Tata Cellular and Birla AT&T Communications. The co had a split with the Tata taking an exit from the co for Rs.44.06bn. Acquisition of Scrotal in 2004 gave Idea a pan-India presence covering Maharashtra Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh, Uttar Pradesh Haryana, Kerala, Rajasthan, Delhi (&NCR) and West Bengal with customer base of 47.1 million subscribers. First to offer flexible tariff plans for prepaid customers, to launch background tones, group talk and a complete suite of mobile email services Only Indian GSM Operator to win the GSM Association Award for "Best Billing and Customer Care Solution" for 2006 and 2007

COMPETITIVE ANALYSIS Major competitors of Idea are Airtel, Vodafone, BSNL and Reliance. Peoples who are in profession line preferred Idea due to its perfect network coverage. Maximum customers are due to the connections provided by the organizations where they are employed. Call rates applied should be affordable enough.

TV Commercials:

Idea has been one of the best companies who have done its promotions through TV commercials effectively. It has been one of the most buzzing brands among the people due to its innovative and attractive TV commercials.

Few of the popular TV commercials are mentioned below:

NO language barriers ads every person will be called by number and not name this will eliminate differences due to religion and cast in Indian society.

The OOngli cricket ads at the time of world cup

No Network No Idea-Switch to idea ads

India ho gaya hai 3G pe Busy ads:

Use mobile Save tree:

Radio:

For their Use Mobile, Save Paper campaign, Idea Cellular has utilized radio inventory innovatively for its campaign spread across 45 cities in 18 states. Idea has invested in frequencies of Radio Mirchi, Radio City, Red FM, Big FM, Fever FM, Friends FM, Club FM, Mango FM, My FM, Radio One, Radio Mantra and Best FM to spread awareness about its Use Mobile, Save Paper campaign. An official from Idea Cellular explains, Radio is a critical medium for our campaigns as it captures a vast target audience at low cost. Further, radio when teamed up with ground activations provides value to the brand. Jingles are back on radio! In the cluttered radio ad space, where jingles are rarely part of advertising, idea cellular has introduced innovative qawali jingles. Composed by Shamir Tandon and created by agency- Alliance, the team has com posed jingles in seven languages. Says Alliance director Sunil Doshi, Television commercials create hoopla for a few weeks and after the campaign ends, there is lull till the next campaign kickstarts again. Radio being

a cost effective and high frequency medium can fill in this space effectively. There are multiple creatives in this campaign, and it has been a mix of spots developed by our agency, Lowe, as well as Radio partners such as Radio Mirchi, Radio City and Big FM. Talking about the investment on radio, an official from idea cellular comments, Major chunk of investment is skewed on the television campaign and OOH as we havent touched on print for this campaign for obvious reasons. We have spent around 15 per cent of total spend on radio. Idea cellular chief marketing officer Pradeep Shrivastava states, Secondage has been bought from the perspective of creating high impact and frequency for the Use Mobile, Save Paper campaign. We have a higher skew towards morning and evening time bands. The campaign currently on air rolled out in the last week of January 2010 and would culminate by March end. Idea cellular would be initiating another campaign in the financial year and plans to increase the radio spend in the next campaign. The allocation on the medium is based on the communication initiatives and the role we envisage for Radio in the whole media mix, Shrivastava insists. Apart from investing in inventory of various radio stations in the county, idea cellular partnered Radio City and Radio Mirchi to convey the effective usage of various basic applications of mobile phone to save paper to its listeners. The RJs of the stations encourage citizens to use mobile effectively to save paper. In its partnership with Radio Mirchi, Idea introduced mobile phones instead of paper tickets for paying road toll and movie tickets. This demonstration was conducted at Bandra Worli Sea Link in Mumbai and DND Flyover on the Delhi-Noida toll road. The initiative will be executed in two phases in both the cities.

Websites: Idea Cellular has taken to the online platform in order to support its theme campaign, What an Idea, Sirji featuring Abhishek Bachchan. The online campaign, MyIdea.co.in, has been conceptualised by Idea Cellulars media and digital agencies Lintas Media Group and Pinstorm, respectively. The campaign is claimed to have crossed 100,000 votes in less than a month and is said to have acquired the image of a big online movement. The idea behind the MyIdea campaign was participative decision making. The platform, MyIdea.co.in, has been created to empower common people with a media platform to express their Ideas. Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular, noted, With growing reach of digital media, a microsite, MyIdea.co.in, was developed to help Idea subscribers voice their Ideas and participate in building opinions. Lintas Media Group and Pinstorm worked closely with us on this initiative. In its first few days itself, the site has averaged over 6,000 views of

ideas per day, over 30 new ideas every day. This has been a good initiative to build interactive communication in the digital space. Explaining the insight behind the campaign, Shrivastava said, This concept of MyIdea is completely neutral to creative themes, media forms, languages and markets, thereby making it unique and scaleable. Hence, within three weeks of the launch of the campaign, we have registered more than 2,200 MyIdeas (moderated) and more than 1.4 lakh votes. Some of the ideas and the voting pattern so far include: Criminals shouldnt stand for elections, with over 11,000 voting for and 3,000 voting against; Save the girl child by paying the parents a stipend, with about 4,000 votes for and about 100 votes against; and even instead of paying IPL players crores, Ambani and Mallya should save their employees jobs with over 3,000 votes for and about 500 against. Lynn de Souza, Chairman, Lintas Media Group, said, MyIdea.co.in is proof that digital has come of age as a medium in India. Getting a lakh of public votes within three weeks was originally a process you once needed to spend a huge amount of money on-ground. Today, online has now become a great medium for brand activation in India. Ansoo Gupta, Head - Global Business, Pinstorm, said, Were really happy how it all came together the site, the technology behind it, the dozens of ads weve done to promote it and the viral effect that is now spreading across India. The MyIdea site has now got a life of its own and we expect bigger things from it in the weeks ahead.

Brand Endorsements:

IDEA Cellular To Sponsor KBC, Users Will Get Special Privileges

Idea Cellular To Be The Main Sponsor For 56th Filmfare Awards

IDEA Cellular inks sponsorship deal with Deccan Chargers

Mumbai Indians to sign record sponsorship deal with Idea Cellular

Few other brand endorsement done by idea:

Print Media: Newspapers and magazines are two types of print media. There are also posters that are considered print media, and newsletters, or pamphlets, as well. Even a press release is considered a type of print media. Idea has made use of print media effectively to reach the masses and to promote the brand and create a brand image in peoples mind. It has helped idea to reach people in rural areas where electricity is not available. It has made idea to be seen by every people in the morning by being in the newspapers as ads and this has helped in recall and build brand image of idea.

Outdoor Bill boards:

Idea has strategically well located the place for the bill boards. It has very well selected the places from where the ads are perfectly visible and also are seeing by lots of people. It has helped idea to cater and cover a larger mass of people. Idea has selected places near to Highways, Fly over, Bus Stops Rail way stations etc these are the places where large amount of people travel daily.

Campaigns by Idea

Idea Cellular one of the most aggressive operator in 3G marketing campaign has come back with yet another advertisement which is going to be thrown on air within few days.

Idea has the front runner in 3G campaign since its inception and has always brought out new ways to showcase their products and service. In the recent past we have seen many catchy ideas transformed into ads. This time they are going to highlight why India is so populated. The game starts with Junior bacchan and his friend discussing issues of India overpopulation. Soon lights go off and people are left with nothing other than passing time. And guess what whats anything better than having fun with your biwi (wife). Here starts the real fun. And then things fall into places, the rest is hwat you will find out. The ad is really humorous and really funny. Lastly Idea promises to solve this over population problem through their 3G service. So hang on till you see it and then leave us a comment of what you think! An !dea can change your life this is the punch line of Idea Cellular Ltd. Well this Idea can save someones life. Idea Cellular has announced one campaign, in which the company will donate net income generated from all calls made from Idea cellular mobiles subscribers in India during the campaign period to Police force of our country for procuring better protective gears.

Total Net income generated during this period from all 53 million subscribers will benefit the thousands of Policemen who risk their lives for the safety of Indian citizens. This is to ensure that these brave men are well equipped to fight those who attempt to disturb and destruct the country's national integrity and peace. Campaign Period --- 26th November 2009 from 8.36PM IST to 9.36PM IST

Telecom services provider Idea Cellular today said it has partnered with Indian Railways to promote its language helpline service.As part of the campaign, the Idea Language Helpline will be promoted across Indian Railways network for a week with the Idea Language Helpline jingle playing on 139, Idea Cellular said in a statement.Through this initiative, Idea Cellular wants to connect with crores of travellers during the festive season and introduce the 'Language Helpline' in order to assist them in their communication with the people in new city and areas, it added."Indian Railways is one of the world's widest and leading railways network. This gives us a platform to connect with maximum number of passengers across the country, and offer a utility service to crores of passengers," Idea Cellular Senior vice president of marketing, Anupama Ahluwalia said.Idea had launched the 'Language Helpline' to offer communication support to callers in 16 languages.

IDEA has planned a range of on-ground and digital activities around the theme of Walk & Talk, to mobilize people across different walks of life, age-groups and societies and get them to walk for fitness. IDEA plans to initiate a countrywide movement on Walking & Talking, and expects that Ek Idea pe chal padega India . IDEA has recently released its new TVC which shows its Brand Ambassador Abhishek Bachchan playing a Doctor this time, who discovers how people can get fit by simply Walking while Talking and advocates this idea to the general public. While responding to a journalists query on whether technology was making people lazy and unfit; the Doctor responds by saying that people can be fit by just Walking & Talking. Soon, this message sweeps the country through TV, making it a mass movement. This time, the Champion Idea is around Walking & Talking for staying fit. The communication has been designed to appeal to the masses and classes, on a critical subject such as Health & Fitness. IDEAs new campaign suggests that if Talktime equals Walktime for mobile users, their fitness scores can go up. IDEA has planned a range of innovative Outdoor and Digital initiatives as well, on this campaign.

IDEA has recently released its new TVC is fifth in the series of IDEAs brand campaigns with its Brand Ambassador, Abhishek Bachchan. The preceding campaigns around Participative Governance; Education for All; Championing a world in which no one suffers from the disability to communicate; and Championing a world without Caste have been huge hits amongst the audiences, making its tagline What an Idea, Sirji! a popular metaphor.

The Road Ahead Advertising experts felt that the campaigns used by Idea to promote its network coverage and tariff plans were creative and would help it to add to its subscriber base. They opined that many of Idea's ads in 'What an !dea' campaign had a rural background and would help Idea in building a strong brand image in rural India. Analysts said that the urban markets were getting saturated for telecom operators and hence expanding into rural India would help them grow significantly. IDEA brand campaigns have always celebrated Champion Ideas which have the power to change the society and the way we live. Its campaigns have been fresh and imaginative and carry a touch of social relevance while exploring the power of category.

Research Methodology
A Quantitative research Model is being followed in which we would concentrate more on the quantity on information gathered. Research DesignAn explanatory research will be carried out with the help of Questionnaires, in order to determine the relationship of the independent variable i.e.advertisments with the dependent variable i.e. Sales. It helps to identify the direction of the relationship between the variables. Questionnaire will be formed in order to collect the data from Members Data Sources:With an ideal Research Design, Primary data will be collected through questionnaire and personal interviews. The Secondary data sources comprised of companys website. Research Instrument:We are using questioners as our instrument for gathering primary information. Sampling:The sampling technique used was convinience sampling under non- probability sampling. Population:People using idea services

Sampling plan:Sample size: - 50 Members. Contact Method: - Personal interviews were taken. Research Tool: - Structured Questionnaires.

Questionnaire design:
The primary data was collected through questionnaire tool by interview technique. The questions were a combination of close ended and open ended. While framing the questionnaire, care was taken that the questions asked were not ambiguous or confusing. Questionnaire was tested thoroughly. Simple words were used and care was taken to eliminate sensitive and personal questions. Secondary Data was collected from the website of the company to get the information about the members.

Data Analysis:

Data Analysis 1. Have you heard about the Idea cellular Ltd.?
60 50 40 30 20 10 0 KNOWN UNKNOWN

Most of the person are known about the Idea Cellular Ltd.

2. From whom you come to know about this?

35 30 25 20 15 10 5 0 FAMILY COLLEGUE FRIENDS ADVERTISEMENT

Advertisement is played a important role to spread the awareness. Whereas other medium are also helpful.

3. Any time you used the service

18 16 14 12 10 8 6 4 2 0 ALWAYS MOST OF THE TIME SOMETIMES NEVER

Awareness about the idea is good but still it is not able to create the credibility for the brand in market. This is the reason they have less no. of customers.

4. Did you like the services?

25 20 15 10 5 0 HIGHLY SATISFIED SATISFIED NEITHER DISSATISFIED HIGHLY DISSATISFIED

Subscribers are not that much satisfied with the coverage of Idea.

5. Are you aware about the different products of the idea cellular?
35 30 25 20 15 10 5 0 YES NO

60% people are aware about the different product like data card, idea radio but 40% are only known about the mobile network.

6. From where you come to know about the product line of idea cellular?
25

20

15

10

0 FAMILY COLLEGUE FRIENDS ADVERTISEMENT UNAWARE

About the different product, friend then advertisement and colleagues helps to spread the awareness.

7. If from Advertisement, then how would you rate that advertisement

25

20

15

10

0 VERY GOOD GOOD NEITHER BAD VERY BAD

People like the advertisement very much, even they able to recall the captions like walk when you talk, ek idea jo badal de apki duniya.

8. Do you think that it was effective enough to communicate the message?

35 30 25 20 15 10 5 0 YES NO

They able to communicate the message but still they are less effective in the compare of Airtel, Vodafone.

9. Any suggestion which you want to suggest to the company to improve the advertisement or marketing communication effort?
40 35 30 25 20 15 10 5 0 GOOD IMPROVE SERVICE NOTHING

Most of the subscriber suggested that the advertisement was good enough to communicate the message but lastly the service provided by idea will work. So, there is need to improve the coverage of Idea. And other suggestion which given by the subscriber that they liked Abhishek Bacchan more as Brand Ambassador for IDEA.

Findings & Interpretation:

People are known to the IDEA CELLULAR LTD. and its products. Advertisements were the main source of the information that they have and then friends. The brand ambassador of idea is good enough to create an awareness however unable to motivate the people to purchase the services.

Advertisement is good that means marketing communication is good. The campaigns created by the company are good enough to influence and motivate people to buy and use the services but however due to unsatisfied services provided by the company people dont actually prefer to go for it.

There are many people who have used the idea services however subscribers are not very much satisfied with the service. So, there is need to improve the coverage.

CONCLUSION
11) Communication strategy of idea is very good because most of the people are well known to the service by idea. Being new to telecom industry, people are not confident to go for it. Also, competitors of idea are very much powerful in communicating as well as providing the service.

2) AND one thing which is focused is that the Brand Ambassador also plays an important role in catching the attention of the customer because most of the people reported that they liked Abhishek Bachchan more than Shriya Saran.