A PR Services Proposal by

to Bharti Airtel Limited

A division of Group Bannericon September 2011

� By 2010 Airtel will be the most admired brand in India

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

� Vision achievement 2011 Vision achievement 2011 Vision achievement 2011 Vision achievement 2011 ----

� BhartiBhartiBhartiBharti Airtel has maintained its leadership Airtel has maintained its leadership Airtel has maintained its leadership Airtel has maintained its leadership position with 25.3% market share in Indiaposition with 25.3% market share in Indiaposition with 25.3% market share in Indiaposition with 25.3% market share in India

� Globally present and expanding Globally present and expanding Globally present and expanding Globally present and expanding

Bharti Airtel Ltd is the 5th largest mobile operator in the world in terms of subscriber base and has a commercial presence in 19 countries. The Company is India’s largest integrated telecom company in terms of customer base and offers-

Mobile - Cellular Services

Telemedia - Fixed Line services, Broadband & IPTV

Enterprise - Long Distance and Enterprise services.

Digital TV - DTH service named Airtel Digital TV

� Manoj Kohli of India`s biggest mobile phone group BhartiAirtel, told an industry conference in Hong Kong that his firm is aiming to almost double its customer base to 200 million people in the next few years.

�

`Achieving a billion plus (Indian mobile users) by 2015 is possible,` he told the Mobile Asia Congress, the region`slargest telecom industry gathering.

�

`The largest growth will happen in the rural market,` he said, adding that pricing wars between providers were knocking down rates in the Indian market and making phones affordable to more people.

� India will have 48 million direct to home (DTH) satellite TV homes by 2015, thanks in part to the rapid expansion in DTH subscriptions in rural areas, according to a new report from the Associated Chambers of Commerce and Industry of India (Assocham).

� Digital cable TV subscriptions are also predicted to soar, reaching 38 million by 2015 compared with nine million in 2010.

� As of the end of last year, there were 38 million digital homes in India, with a DTH level of 28 million, cable and one million viewers receiving internet protocol television (IPTV),

� India’s mobile workforce is slated to grow by an overwhelming 53% in the next four years, despite the fact that enterprise adoption of mobility strategies is still at an infantile stage

� The Springboard Research report states that “With today’s consumers becoming increasingly mobile and well informed, enterprises must follow suit. A mobile enterprise can experience a range of business benefits including operational efficiency and enhanced customer interaction and engagement. The resulting upside in productivity, revenue and market share cannot be ignored by Indian CXOs.”

Our Focus

Uttar

Pradesh

Districts72

Cities 631

Area 2,36,286sq. km.

Population (2001 Census)

16,60,52,859

Uttarakhand - Facts

Area- 53483 Sq.Km

Population- 101.17 Lakh

Districts- No. 13

Tehsils- No. 78

Geographical AreaGeographical AreaGeographical AreaGeographical Area----UPUUPUUPUUPU

Uttar PradeshUttar PradeshUttar PradeshUttar Pradesh1. Lucknow2. Bareilly3. Meerut4. Agra5. Jhansi6. Kanpur7. Allahabad8. Varanasi9. Gorakhpur10. Aligarh11. Moradabad

UttrakhandUttrakhandUttrakhandUttrakhand1. Nainital2. Dehradun

Geographical AreaGeographical AreaGeographical AreaGeographical Area----UPUUPUUPUUPU

� Media reach in UPU

� Total 13 editorial centres/ editions

To provide Airtel PR services in UPU to:

� Create the perception of a full service lifestyle Brand

� Integrating technology and services for personal enhancement

� Publicise Airtel’s market offerings amongst targeted audience

to increase the market share and bottom line

� Positive enrolment of Airtel amongst multiple constituencies

establishing local leadership & understanding of Global Brand

� To take the Airtel services, it’s offers and community

initiatives to new heights in the two States.

� Organize regular interactions between the Company & key

journalists to build a strong relationship in turn supporting

the communication strategy.

� A reference to how Airtel’s services with updated technology

has freed us all to do many a things while staying connected

all the time in any mode:

� Cell phones and Broadband Wi-Fi are considered the big

"lifestyle enablers."

� The TV remote transcending now to the Digital TV services is

the current favourite

� Aided with specialised business enhancement services has

changed the way of conducting not local but globally spread

businesses

� Gain in-depth information and anticipate events

� Sustain and enhance Brand image

� Understanding risk exposure and entry into new markets

and brand extensions

� Investor relations and profile enhancement

� Strong positioning of the financial markets & shareholder

value

� Better stakeholder relations and alignment of strategy with

key stakeholders’ expectations

� Highlight employee output, retention and internal &

external communications

� Better media relations and issue management

� Prepared for crisis situation

Source: Boneless Research

Mobility in UP (East)Mobility in UP (East)Mobility in UP (East)Mobility in UP (East)

� Airtel - Leader with highest No. of subscribers and active users

◦ Focus – Sustain and increase base

◦ Enhance Brand

� Airtel – facing stiff competition & positioned behind others

◦ Focus – Initiate strategic PR exercise and market communications

◦ Aggressive Brand development and image enhancement

Mobility in UP (West)Mobility in UP (West)Mobility in UP (West)Mobility in UP (West)

Source: Boneless Research

� The urban and rural electronic media awareness has created a hunger for more information, entertainment and interactive updates, which cane be provided via Airtel’s-

◦ IPTV

◦ HD TV

◦ HD recorder

� Airtel digital TV’s 6 interactive services

� iLearn,

� iNews,

� iDarshan,

� iGoodlife,

� iAstro and

� iKisaan

� PR to create awareness and enrolment of services

� Fixed line services covering 94 cities in India

� Urban and Rural interconnectivity provides a big opportunity for growth.

� PR to create the required bridge with the targeted business houses for the enhanced awareness and promotion.

� Primary Primary Primary Primary – The urban-rural youth and the

adultescent

� Secondary Secondary Secondary Secondary – media persons, social writers and

current users

� Tertiary Tertiary Tertiary Tertiary – identified groups – farming community,

Government organisations, Vyapar Mandals,

Panchayats, Clubs, Business / Social Associations,

etc.

Media Consumer Community Pressure Groups Employees

� Build goodwill and reflect a humanitarian face

� Demonstrate the principle “People Over Profits”

� Promote the CSR commitments

� Build relations for positive influence

� Multi-pronged influence in the favour of Airtel by communicating the values

� Inculcate sense of pride for Airtel

� Reward performance

� Develop goodwill ambassadors

� Create family of past and present employees

� Build stronger & favourableeditorial opinions

� Inturnestablish positive public opinion

� Create champions who assist in neutralisingnegative developments

� Create Brand ownership

� Communicate Market offerings / products and services

� Corporate focused messaging

� Entertainment and youth targeting

� Create on going engagement and recall through continuous messaging

� Follow the soft PR route - Let others speak about you

� Crisis Management & Brand Awareness PR Campaign

� Quantify reporting with quality outcomes

� Stand out within the competitors by distinguishing oneself

subtly but strongly

� Not to take on the hard-line or confront pressure groups

� Keep away from over-exposure and desperate attempts for

coverage

� Be aware of competition and negative media

� Required exposure to offerings and services resulting in

enhanced Brand Building

� Readiness for managing crisis in co-ordination with media,

local public representatives as well as government officials

� Formulation & execution of comprehensive Brand enhancement and media management plan

� Educating multiple sections of the media to be inline with the expanse of Airtel and its vision

� Opportunity & positioning Airtel’s services of various segments in regional & mainline media (including rural market)

� Strengthen lobby with media persons

� Ensure coverage on news, developments and product / package offerings

� Coverage of on-ground activities & events at regional level

� Provide regular feedback and analysis from media

A Strategic ApproachA Strategic ApproachA Strategic ApproachA Strategic Approach

Road-shows

Features

LaunchEvents

Online PRReleases

Interviews

Advertorials

EditorialCoverage

1-on-1

CaseStudies

Social Networking

CorporateStories

PromoEvents

E-mail PressRelease

Stunts

Photography

IconPRIconPRIconPRIconPR

Key PR Tools Key PR Tools Key PR Tools Key PR Tools

For AirtelFor AirtelFor AirtelFor Airtel

� Regular hi-impact on ground Media Activity in presence of a

spokesperson at each identified centres in order to keep in

loop the local media.

� For proper strategising & suggestions from PR perspective

Airtel to share its Marketing Plans in advance.

� Small-budget Media get together at regular intervals at all

centres in presence of a senior official from Airtel. This will be

an effective platform for Informal Interaction between the

Media and the Company inturn creating a bridge during crisis

situations .

� Regular participation in Social events.

Detailed Strategy Paper shall be tabled during presentation

� Crisis Centre: Kanpur

� Issues:� Discontinuation of numbers due to Issue raised on lifetime prepaid

scheme

� FIR was lodged against Airtel on International calling

� Issue fully resolved with no media outcome after 1st stroty

� Crisis Centre: Varanasi

� Issues:� Distributors providing SIM on fake ID

� Airtel network failed

� Robbery at one of Airtel’s cell-sites

� Issue fully resolved with media discontinuity

� Centre: Dehradun

� Issues:� Airtel network failed

� Media educated to write for Airtel citing other issues

� Others on request

Our Outcomes Our Outcomes Our Outcomes Our Outcomes ---- 2009200920092009

� Photo Opportunity without any presence of spokesperson◦ Airtel Consumer initiative Airtel Lucky Recharge and Gaana lagao Sona pao

� Gorakhpur - October

� Agra - November

� Bareilly - December

� Kanpur - December

� Dehradun - December

� Meerut - December

� Varanasi - December

� Lucknow – December

� Dehradun� Address by Mr. Manoj Kohli, CEO & JMD Bharti Airtel and Mr. Rohit

Gothi, CEO, Bharti Airtel UPU

� Varanasi� Agitation by Dr. Sandeep Pandey over water issues against Coca-Cola

� Media was fully educated and no outward comments towards the clients appeared either locally or internationally

Our Outcomes Our Outcomes Our Outcomes Our Outcomes ---- 2010201020102010

� Barabanki

� Water Harvesting implemented with presence of DM & officials of Coca-

Cola

� One on One interview of Mr. Rohit Gothi, CEO, Bharti Airtel,

UPU with top leading mainlines dailies :

� The Times of India

� Hindustan Times

� Hindustan

� Business Standard

� I next

� Meerut

� April’11 addressed by Mr. Deepak Malhotra , OD, North West Bharti

Airtel and Mr. Rohit Gothi, CEO, Bharti Airtel UPU

� More success stories and outomes with can be tables on

requested

� Ashok Kapoor

� Chief Advisor / Mentor of IconPR, is a business entrepreneur with in-depth

experience in journalism, media publishing, Public Affairs & PR management

expertise; providing the firm with in-depth knowledge of both client’s

requirement and servicing needs to compliment the outcome of desired

objectives. With government & political understanding, consulting with values

and experience of over 26 years on state and national perspective to all large

business houses.

� Sharad Kapur

� Advisor to IconPr, is an experienced hand spanning his knowledge over 35

years in consultancy. His strong entrenchment with the media fraternity and

relationship as the first PR Agency head in UP since 1999 has provided in-

depth understanding of corporate deliverables to match with media

requirements of the region.

� Saurabh Malaviya

� Senior Consultant at IconPR, is a bright face at Lucknow managing day to day

UPU coordinations, client-media bridging and client management, efficiently

for the past 4 years

� City Coordinators – Stationed at every single city as per client needs

� Managing international, national and rural public relations

since 1998

� Initiated the first ever state-wide rural pr network in 2003 in

the country

� Experience with Brands like, international- British Tobacco,

Bacardi, Amway, Coca-Cola, leading real estate– Omaxe,

Ansal API, DLF, education- Wigan & Leigh, Carrier Launchers,

Queen’s University Ireland, etc.

� Association with Coca-Cola since 1998. Re-assignment of the

account for UP in 2011.

� Stella Advisory Pvt. Ltd. under the ownership and management of Group Bannericon, initiated PR services for Airtel in UP (E) from 2004 to 2005 and then UP (W) along with Uttrakhand from 2005 onwards

� From 2006 IconPR, the specialised PR division of Group Bannericon was granted State-wide PR services which we continue to provide with our best of commitment to Airtel

� Airtel’s growth trajectory has been an experience for us as we also been taken forward by the sharing and professional approach of the Company

� A state-wide network in UPU, 6 centres dedicated to Airtel has been developed and crisis management from small issues to major outbursts have been handled to the complete satisfaction of Airtel over the period.

� We look forward to our continuing the relationship to 2015 and beyond…

Thank You.

From: IconPRA division of

Banner India Consultants