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If I am not exaggerating, we can call Indian Telecom ad campaign,
Before Hutch and After Hutch. Also, on the same tone, we can call
the telecom Industry, before Reliance and after Reliance.
When Hutch Came, it came. Hutch filled every city with its beautiful,
clean, white orange logos. When RajaniKanth's movie Baba was released,
Hutch basically painted the theatre in Chennai with white and orange.
Everyone loved Hutch.
When Hutch aired, it aired a pug and a boy. Pug sales in India grew by
4000% after the campaign. Everyone loved the pug. Teenage girls sang,
You and I and its a beautiful world.
Hutch basically revolutionalized an Indian ad campaign. Fortunately for
Hutch's ad agency, the ads won awards and elite acceptance.
Unfortunately for Hutch, the ads were never understood by the masses
and more importantly, Hutch ads never sold services.
On the contrary, Reliance came with boring, ads that are right on the bang.
Hey, our calls cost so much. Hey, these are our latest phone models.
It was the same ad, month after month. Month after month. Reliance never
won any awards for its ads.
Reliance is number two in India after three short years.
Hutch is a distant four. (After the purchase of BPL and Essar).
Now, the admen of Hutch came up with something new. Pink. So it is another
Adman's ad campaign, that would win more awards but would never really
ad to the bottom line of the company.
Like mint economics, telecom has its own rules. By rule, all technological
companies lead by differentiating the 'choice' of the customer. You love Hutch
ads. But at the end of the day, when you want to buy a mobile phone, you
would look at two things. Coverage. Rates. Period.
When someone offers better coverage, better rates, better options, you switch.
Dell differentiated by offering this choice to the customers.
In a telecom economy, you need to let your customer 'know' the options.
Brownie points to Reliance. Poop on Hutch.
So, I concluded to LoveMe that, I call Reliance, as a matter of fact BSNL (whose
ads all elite loves to hate), SBI are successful ad campaigns.
I call Hutch, its pug, its little boy, all those funny mint ads that make you
Airtel Vs Hutch.
Adevertising trends in Indian Telecom