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Welcome to a 361 presentation A business unit of Digiquest India Ltd.


MTS Connecting with the people of India

361-A business unit of Digiquest India Ltd.


As a Brand, what should we be obsessed with?

361-A business unit of Digiquest India Ltd.


After innumerable cups of

coffee and countless white board markers, we come to the conclusion that

ultimately there is one thing that we need to concentrate on‌

361-A business unit of Digiquest India Ltd.


Building a relationship with our consumers

361-A business unit of Digiquest India Ltd.


Rational Route

? Emotional Route

?

While the rational route has its merits in a category where the price point plays an important role in decision making, it is the emotional route which will

build a connect over the long run

361-A business unit of Digiquest India Ltd.


When it comes to building a relationship, a time tested method is to start off the relationship with the three words ‘I LOVE YOU’,

and keep the relationship alive by repeating the mantra as often as possible

The problem in today’s world is that these famous words have a ‘I’ve heard this before’ feeling, that can be quite detrimental to relationship building.

361-A business unit of Digiquest India Ltd.


So we need a new set of words which will replace ‘I LOVE YOU’, But will have the capacity of creating the same magic

361-A business unit of Digiquest India Ltd.


But will the new set of words work?

361-A business unit of Digiquest India Ltd.


The best way to put the new set of words to test, is by pitting them against ‘Confucius’ five relationships and see how they hold up

• Father – Child • Ruler – Subject • Husband – Wife • Elder Brother – Younger Brother • Friend - Friend If the words fit in these five relationships, then they will definitely fit in the sixth relationship namely • Brand - Consumer 361-A business unit of Digiquest India Ltd.


“I’m With You”

361-A business unit of Digiquest India Ltd.


While these three words can be owned by any

brand, they carry a lot more weight with MTS because when translated into Hindi, “I’m With You” reads as…

361-A business unit of Digiquest India Ltd.


361-A business unit of Digiquest India Ltd.


“Main Tumhare Saath� has the flexibility and the versatility to work in every aspect of life thereby giving the campaign a lot of scope for sustained communication

361-A business unit of Digiquest India Ltd.


Romance “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


Music “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


At Work “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


Friendship “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


Sports “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


On the street “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


Animal World “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


Tactical “Main Tumhare Saath”

361-A business unit of Digiquest India Ltd.


Cricket and Main Tumhare Saath • MTS Batting Partnerships • MTS Moments eg: Harbhajan gets hit for 4 fours in one over. Dhoni continues with him. eg: Last over Virat is on 99. Sachin is on strike on 98. India needs two runs to win. Sachin takes a single and gives Virat the strike. eg: Ranatunga backs muralitharan and calls off the match

361-A business unit of Digiquest India Ltd.


Bollywood and Main Tumhare Saath • Movie titled “Main Tumhare Saath”

• Main Tumhare Saath Coke and Pepsi combo

• MTS can sponsor “Phone a Friend” on KBC 361-A business unit of Digiquest India Ltd.


TVC Script • A young woman (18 years) is struggling to tie a saree in her hostel room. After many failed attempts, we see close ups of her hands deftly and professionally tying the saree. Camera pans from her feet to her shoulders to show the saree wonderfully draped.

• The camera pans further up to show her holding her mobile against her ear with her shoulder. • Girl: thanks ma, (girl smiles excitedly and kisses the phone) • Freeze Frame • MTS Logo 361-A business unit of Digiquest India Ltd.


‘Main Tumhare Saath’ - Topical • With the prices of common commodities going up…

• and the telecom prices going down…

• We can really say ‘Main Tumhare Saath’ keeping the cause of common man in mind!

361-A business unit of Digiquest India Ltd.


With a theme like ‘Main Tumhare Saath’, the creative opportunities are unending.

This platform will give us ample scope to constantly refresh our communication and keep it topical, without changing the main

essence of our brand.

As the years go by, the visuals can get more evolved and clever to keep up with the ever growing expectations of the consumer. 361-A business unit of Digiquest India Ltd.


Thank You!

361-A business unit of Digiquest India Ltd.


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