![]() ![]() Now it’s a completely different situation. ![]() “Now we are a pan-India operator, compared with operations across 13 circles earlier. The GSM operator had a user base of about 116 million and 17.22 per cent market share as of October 30, 2012. Idea Cellular, the country’s fourth largest operator by subscriber base, now has operations across all the 22 telecom circles. During the spectrum auction in November, the company won spectrum in eight circles, which included seven circles where its licences were cancelled. ![]() In February this year, the Supreme Court cancelled Idea Cellular’s 13 licences, of which seven were operational. The jingle caught on much faster than expected, with many humming it and some making it their Facebook and e-mail status. On December 1, the Aditya Birla group company launched its new ad campaign – ‘Idea Rings All India’ – after running a high-intensity teaser campaign for three days. This jingle is on everyone’s lips, having become quite a rage across the country, just as the earlier campaign became a big success. From the weighty to the cutesy, Idea Cellular’s advertising has cut a wide arc, going from ‘What an Idea, Sirji!’ to “You’re my pumpkin pumpkin, hello honey bunny”.
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June 2023
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