Uninor — Ab Mera Number Hai
Leo Burnett Delhi, 2010
The 11th telecom player to enter India, Uninor was challenging convention by offering low-cost, flexible plans. It was taking on a well-established category with entrenched, popular players who were all competing for the half a billion new connections still available. The Ab Mera Number Hai campaign focused on the emerging demographic that comprised the majority of those connections—India’s ambitious, risk-taking youth who were migrating from their hometowns to urban centers and competing for jobs, success and status. They were standing at the restless edge of change. The rallying cry was “my time is now” and, when paired with the gritty imagery of real life, it broke through.
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New acquisition of lower-middle income 20-39 year olds living in small town India
Churn acquisition of middle-upper income 20-39 year olds living in metros
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Mobile connections are the most prominent symbols of progress and prosperity in India.
It would be legitimate to classify social status in two halves—those with a mobile connection and those without.
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A whole generation of young anxious, impatient and restless Indians are unwilling to wait their turn in a queue of a billion to get ahead.
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Become the only telecom brand that understands the youth’s ambitions and offers them the flexible pricing and plans they need to cross over and become part of the confident India.
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Growth from 0 to 45.6 million customers within two years
Most successful of the new entrants with more than double the subscribers of all other entrants combined
