• Projected  BSNL as industry leader NOT  just in connections but in superior product not merely in turnover but in customer satisfaction

Communication Route

  • Profiling

Projected BSNL as  a PSU prepared for tomorrow

  • Profiled BSNL  as  future-secure corporate
  • Some routes taken included :
    • Connecting achievements / proactive steps with the vision &  beliefs of the Corporate.
    • Clearly enunciated policies  on BSNL’s  medium --term plans & strategy [ Broadband services ]
    • Proactive approach rather than reactive to changes in the external environment, to maintain leadership
    • Value creator for all stakeholders – strong,   positive signals on financial health

    Showcased the technology prowess of BSNL
    Communicated BSNL’s:

      • Latest path breaking technologies. Tech credentials worldwide.
      • R&D centres, Design Centres. Quality standards followed
      • Critical acclaim received by products in portfolio. Success
      • stories. Critics choice. Sales Performance
      • New launches, variant launches, Product review, comparisons, test drives, customer feedback, Positioning in the right competitive set

    Shri Kuldeep Goyal, CMD BSNL positioned as “Industry Reference” in Telecom Sector

    Relevant Media

    • Economic Times
    • Business Standard
    • Wall Street Journal Mint
    • Hindu Business Line
    • Times Of India
    • Hindustan Times
    • The Hindu
    • Indian Express
    • Asian Age
    • CNBC TV 18
    • NDTV Profit
    • NDTV India
    • Headlines Today
    • CNN IBN
    • 3-4 Hindi Dailies
    • 3-4 Regional Dailies
    • 3 Business Magazines
    • 4 Trade Magazines
    • 3 Wire agencies : PTI
    • Reuters, Vart

10 leading -BSNL Business Stalwart Awards  in span of 9 months

  • DNA India Pride Award-BSNL Awarded the Best PSU in the Consumer Category by Hon’ble Home Minister of India
  • Business Today Survey (Best Company to Work)-BSNL Positioned as the “Preferred Company to Work” in the fast growing Telecom Sector.
  • Business Today Survey (Most Watched Advertiment)-Communicated extensively “BSNL Corporate Ad” as the most extensively watched ad of the country reaching million of rural, semi-urban and urban parts of India
  • CNBC Consumer Award- BSNL Best Telecom Company for Broadband Services, 2010
  • National Telecom Award-BSNL Best Boardband Service Provider
  • Telecom Operator Awards-BSNL Best Fixed Line Service Provider & BSNL Long Distance Service Provider
  • BTL PR

Conceptualized & Leveraged BSNL CSR Initiatives

  • BSNL supported the “Hunger Free Delhi Campaign-Aapki Rasoi” under Bhagidari to provide food to the destitutes of Delhi by sponsoring one of the locations being fed by ISKCON by paying a cheque amount of Rs 9,95,625/-.
  • Shri Gopal Das, Director, HRD, BSNL inaugurating BSNL Dil Ka Darbar in 2nd September 2009 , MAMC, New Delhi

Connect with Masses…
Deepika Padukone,  nominated as the Best Brand Ambassador” by NDTV Techlife Awards, 2010 for BSNL

Positioned BSNL in the Leadership Space

BSNL  Rural Initiatives
BSNL connecting the “Virgin Areas” of the Country

  • Sri Kuldeep Goyal(CMD BSNL) and Sri Sachin Pilot Hon'ble Minister of State for Communications and Information Technology in the Country's First "Mobile Broadband WiMAX" launch at Pisangan, Ajmer
  • BSNL-HCL joining hands for the launch of Empowering Rural India Broadband Initiative

Media Coverage Analysis
70% media exposure in Category A publications
Attendance by 70% media
80% key message delivery
Print Coverage = 90 cr
Electronic Coverage =180cr

What Made “US” Tick with BSNL

  • Expect the unexpected
  • Expect ownership and passion
  • Expect partnership
  • Expect the commitment to understand the business & create communication solutions that work in the market place
  • Expect ideas to create value in brand consumer relationships
  • Expect results
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