Uninor targets India’s youth

“More than 50 percent of India’s population is under the age of 25, and there is power in numbers. They have a higher propensity to consume, and they have the ability to influence larger household decisions. They are the growth engine of this country. During its first year in operation, Uninor secured a strong connection with the youth. We want to strengthen that position by making the brand even more relevant for them,” says Sigve Brekke, Managing Director of Uninor.

The sensible choice for the average youth

The new Uninor tagline reads ‘baat mein dum hai’, which can be translated to ‘it makes a lot of sense’. This catch phrase encapsulates Uninor’s revising branding, positioning it as the sensible choice among India’s wealth of telecom operators.

“For our target customers, the average youth, it is critical to stay sensible. Indulgence is not their way of life. Every decision involves trade-offs and must make rational sense. They are extremely value-conscious and aim to squeeze out the maximum from everything. Uninor will provide them with the value up-front, by being transparent, simple, practical and clear on our benefits,” says Arindam Sengupta, Head of Brand and Marcom in Uninor.

Thank you for the music

As part of its new brand positioning, Uninor launched a product called Unlimited Music, offering a combined subscription package containing all of Uninor’s music products for as low as INR 2.50 (NOK 0.35) per day.

On this plan, customers can download an unlimited amount of music products, including caller ring back tones (music that will play while people are waiting for you to answer a call), unlimited access to music while listening on call (music that plays in the background while you are talking on the phone) and unlimited ringtone downloads.

“Our new customized unlimited music package is perhaps the first in Indian telecom. It follows our brand promise as a transparent, simple product where there is only one consolidated charge for all the three services. With this campaign, Uninor takes ownership of music as a key platform for our brand. By drawing customers to our music offering, we can retain customers longer and motivate them to choose Uninor as their primary SIM,” Arindam explains.