Corporate Governance @ Marketing - Idea Cellular Ltd, India

 

Idea is on an aggressive branding spree splashing us with its highly popular tagline ‘An idea can change your life’(March 2015). Adding a social message to advertising is a wonderful idea. Infact all other companies should learn from Idea advertisements. Projecting the Internet as a learning medium from the comfort of your phone is a brilliant idea. 

Idea Cellular was incorporated as Birla Communications Limited in 1995 after GSM licenses were won in Gujarat and Maharashtra circles. The company name was changed to Idea Cellular and the brand Idea was introduced in 2002 after a series of name changes following mergers and joint ventures with Grasim Industries, AT&T Corporation and Tata Group.Following the exit of AT&T Corporation and Tata Group from the joint venture in 2004 and 2006 respectively, Idea Cellular became a subsidiary of Aditya Birla Group. Malaysia based Axiata had bought around 20% stake in the company in 2008 for US$2 billion. Idea previously bought a 40.8% stake in Spice Communications Ltd, operating as Spice Telecom, for over ₹2,700 crore.

Towards the beginning of 2015, Indian TV was abuzz with the IIN ads from Idea Cellular. A teenage boy sitting at his father's shop fulfills his dream of becoming an engineer taking help of IIN. A chef becomes a Master Chef, opens his own restaurant and vows his success to IIN. A home-maker finds a way to realize her incomplete dream through IIN. These are some of TVCs from the complete series that Idea had run to promote its Idea Internet Network among people from different background, age group and interests.

They ran this campaign after the sweeping success of campaigns like 'What an Idea Sirji' and 'No Ullu Banaoing' Idea Cellular was back celebrating data services in its latest campaign titled 'Idea Internet Network (IIN)'. And it was just an attempt by Idea Cellular to 'democratize education' leveraging their Idea Internet Network platform, where anyone can learn anything.

Advertisement is an important role of our life and it should not be banned because it gives ideas and information about all products that ' reasons we can choose different products.
But these advertisements should be banned which shows nudity, adultism and they create some other issue.

Decoding this campaign, S Subramanyeswar, National Planning Director, Lowe Lintas + Partners had said, "Most of these success stories are coming against all odds. Limitations like lack of funds, time or even education isn't dampening the spirits of these successful individuals. They always find out a way to navigate around their problems and reach their destination. This campaign brings forth such stories of achievement which were made possible through IIN."

The success of a product depends on the extent it reached the people. Advertisements are the means to spread the knowledge of the product. They should contain the correct information about the product. They provide some information that may be useful in one way or the other. So, they should not be banned but some changes must be done to avoid people from getting affected. The consumers should also think and investigate before they buy the products.

Forced to work in your dad’s shop? IIN can teach you how to build a drone and make your work a little easier. Not allowed into college because you’re third-gendered? IIN gives you access to subjects with the same glitchy user interface of the Indian educational system. Stuck in the middle of Haryana’s patriarchal lands? Well, you’re still locked in the house, but you can see what an outside education might look like on IIN.

The Advertising Standards Council of India (ASCI) received a total of 167 complaints against various ad campaigns during February. After consideration, the body has sustained the complaints against 125 companies. Among them, 73 misleading ads are from the category of personal and healthcare (April 24, 2015).

Idea Cellular’s Idea Internet Network (IIN), which popularize itself as an alternative to higher education. There are a series of campaigns running for IIN, depicting each state across the country. One that focuses Haryana claims the state as barbarian, which does not allow its girl children to step out of the home for education. The ASCI clearly held this as “creating disrepute” to the state. Several other IIN ads show IIN as an educational institution, where people can complete their discontinued education. Numerous parodies and memes are circulated on internet mimicking IIN.

Government’s Department of Consumer Affairs (DoCA) has engaged with ASCI as an “Executive Arm” to curb misleading advertisements. It has also requested ASCI to flag off advertisements that are in clear violation of law, which is effective from 1st December 2014.

 

Questions

1.      Define

a.       Corporate Governance

b.      Business Ethics

c.       Stakeholders

 

2.      Spot the incidences that you feel had  conflict of Interest in relationship of stakeholders with reasons

3.      Name the regulatory authority for monitoring advertisements in India

4.      Comment on the marketing game plan of Idea cellular from the business ethics point of view

References

1.https://telecom.economictimes.indiatimes.com/news/idea-cellulars-iin-a-successful-campaign/47625283

2.      https://www.scoopwhoop.com/humor/killer-iin-memes/

3.      https://telecomtalk.info/ads-mislead-the-public-idea-cellulars/134880/

4.      https://www.quora.com/What-is-IIN-Idea-Internet-Network-and-how-does-it-work-2

Comments

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