The Go to Market Strategy for Blyk India Launch

1. Blyk on Aircel Launch
Mobile Marketing – The cornerstone of the
overall marketing mix

2. Objective: To launch Blyk as
India’s first mobile magazine for
young people on the Aircel
network.
Target Audience: 18-29 yr olds

3. Modus Operandi - Mobile
^ Mobile marketing was a part of the overall marketing mix as the key driver
for customer acquisitions.
^ The target audience chosen were Pocket Internet users. The profile of the
target audience was mostly students who buy unlimited internet packs of
short duration from the operator.
^ The marketing campaign was designed to opt-in the audience & subscribe
them to the FREE magazine. Let them experience the service in all its
entirety. Eventually incentivize people for the Member Get Member scheme
to drive organic growth.

4. The Opt-In Campaign

5. The Logic behind offering the service for FREE
^ The best way to understand what Blyk on Aircel offers its
customers is to experience the magazine on your mobile. By
being a subscriber.
^ To create ambassadors for the brand, we needed people who
would sample the magazine and be advocates for it.
^ These people would then be responsible for advocation & form
the basis for the Member get Member scheme & its organic
growth pattern.

6. Opt-In for Magazine Subscriptions
Get a FREE subscription to
India’s first youth mobile Pocket Internet
magazine. Reply with Y to get Subscribers
updates on
movies, music, events & more.
Its FREE to receive & reply to Mostly students who
Blyk messages. ^YES
buy unlimited,
inexpensive, short term
internet packs.

7. User’s who answer positively are subscribed to the
Blyk Magazine for FREE.
Blyk
Subscriber
s

8. Blyk Messaging Plan
Should Dhoni be
allowed to play in the
semi-finals? ^ Y/N
Salman Khan To
Judge Zara Nachle?
Celebrities Fashion Sports Gadgets
Here’s what’s Blyk asks: What
Tech Support:: happening in your kind of TV shows
"What type of town. 1) Biryani & would you like to
computer do you Beer 2) Mafia Night get updates on?
have?" 3) Live classic rock 1)Family dramas
Customer:: "A 4) 3 new movies 2)Reality shows
white one." What do you want to 3)Music videos
do this weekend? 4)Soaps ^1/2/3/4
^1/2/3/4
Jokes/PJs/Qu For the
otes/Trivia TV & film weekend Blyk asks

9. Subscribers are exposed to the Blyk Messaging
Calendar (Magazine) for two weeks.
YES Blyk
Subscriber
s
Responders

10. Profiling Advocates….
YES Blyk
Subscriber
s

11. Giving Advocates incentive to Invite Friends – Member
get Member Scheme
98XXXXXXX Blyk
5445500
Subscriber
s

12. Member Get Member Scheme
^ When a user sent a friend’s number to 5445500, the invitation to
Blyk was sent across to them.
^ Once a member clicked on the invite & joined, 300 SMSs were
allocated to the invitee with a thank you message.
^ Made them feel like a RockStar!

13. The Complete Picture

14. In addition to the mobile marketing plan the whole
picture consisted of:
^ Outdoor Advertising: Posters & Hoardings about Blyk on Aircel
were splashed across all of the circles where Blyk was available.
^ Retail: The Blyk on Aircel plan was available near most youth
hangouts & colleges
^ Print Ads: Print ads in most youth dailies & periodicals.
^ TV & Radio Ads: The TV & Radio ads were scheduled in Youth
slots across all youth programming.

15. Outdoor Sample:

16. Retailer Collateral Sample:

17. Retailer Collateral Sample:

18. Retailer Collateral Sample:

19. Print Ads:

20. TV Spot:

21. Result Comparison between both strategies
3000000
2500000
2000000
Total Members
1500000
Opt-in Program
Referrals
1000000
Retail (affected by adertising)
500000
0

22. Today Blyk on Aircel reaches 2,505,562
young urban people in India daily with
targeted content and advertising
messages delivered
to their inbox. The strategy is 100%
mobile & 100% opt