MAM
Hutch, Airtel lead the cellular race: TNS Celltrack study
MUMBAI: “Mirror Mirror on the wall, who’s the fairest of them all?” With so many cellular network services in the fray, competition is expected to be tough as the companies scramble to live up to customer expectations.
The latest annual study done by TNS Celltrack reveals that cellular service providers, Hutch and Airtel have captured top rankings in meeting customer expectations.
On the other hand, CDMA players Tata Indicom and Reliance Infocomm are still far below in the customers’ reckoning and MTNL, the traditional cellular operator has appeared at the bottom of the heap.
The final tally for the top five performers among individual operators has Hutch leading with a TRI*M Index of 99 in Gujarat, the next three operators from Madhya Pradesh – Idea, Reliance Infocomm and BSNL lead with 93, 91 and 90 TRI*M scores respectively. Hutch, Mumbai figures in the fifth slot with a TRI*M score of 84. Reliance Infocomm has done extremely well in MP considering it’s way below in the overall ranking.
TNS used its proprietary TRI*M Stakeholder Relationship Management System, wherein the TRI*M Index is a measure of the ‘intensity of retention’ and takes into consideration both the subscribers’ level of satisfaction with the service provider as well as the level of retention and loyalty towards the service provider.
The TRI*M Index of cellular phone subscribers at 70 is distinctly higher as opposed to CDMA subscribers, at 54. And inspite of the CDMA operators’ ability to attract customers and grow the customer base substantially in 2003, the CDMA/ WLL operators have not been able to anticipate and meet customer expectations, the study revealed.
TNS zeroed in on 4,921 mobile users using a structured questionnaire across the 13-telecom circles, covering both GSM and CDMA service providers. While the study covered about 75 elements of the subscriber-service provider relationship, the parameters were whittled down to eight broad dimensions namely, network and coverage, value added services, company image, recharging processes and procedures (among prepaid), purchase process, billings and payments, tariffs and pricing and customer care/ helpline. Fieldwork for the study was conducted between November to December 2003.
TNS India Vice President, Stakeholder Management Division Abraham Karimpanal said, “Looking at the performance of the cellular industry over time, we can see that the overall performance was continuously increasing until 2002. However, with the customer base almost doubling from 2002 to 2003, the TR*M Index marginally dropped from 72 to 70 – the service providers need to ‘delight’ the customers a lot more to retain them.”
The cellular circles (in alphabetical order) and the service providers covered in TNS Celltrack Study
S.No
Telecom Circle
Service providers
1 Andhra Pradesh
Hutch, Idea, Bharti, BSNL, Tata Indicom (CDMA) and Reliance Infocom (CDMA)
2 Chennai
Bharti, Hutch, RPG, BSNL, Tata Indicom (CDMA) and Reliance Infocom (CDMA)
3 Delhi
Bharti, Hutch, Idea, MTNL, Tata Indicom (CDMA) and Reliance Infocom (CDMA)
4 Gujarat
Hutch, Idea, Bharti, BSNL, Tata Indicom (CDMA) and Reliance Infocom (CDMA)
5 Karnataka
Hutch, Spice, Bharti, BSNL, Tata Indicom (CDMA) and Reliance Infocom (CDMA)
6 Kerala
BPL, Escotel, BSNL, Bharti and Reliance Infocom (CDMA)
7 Kolkata
Bharti, Hutch, BSNL and Reliance Infocom (CDMA)
8 Madhya Pradesh
Idea, Reliance, Bharti, BSNL and Reliance Infocom (CDMA)
9 Maharashtra
BPL, Idea, Bharti, BSNL, Tata Indicom (CDMA) and Reliance Infocom (CDMA)
10 Mumbai
BPL, Bharti, Hutch/Orange, MTNL, Tata Indicom and Reliance Infocom (CDMA)
11 Punjab
Spice, Bharti, BSNL and Reliance Infocom (CDMA)
12 Tamil Nadu
BPL, Aircel, BSNL, Bharti, Tata Indicom (CDMA) and Reliance Infocom (CDMA)
13 UP – West
Escotel, BSNL, Bharti and Reliance Infocom (CDMA)
Interestingly, in case of the GSM service providers (cellular), customers seem satisfied with the ‘ability to make and receive calls in any part of the city’, however, the service providers have fallen short in meeting customers expectations when it comes to coverage within buildings, in basements or in lifts. The corporate image of the service provider continues to be an important aspect in driving retention and most service providers have been successful in building a positive and favorable image among the subscribers.
The study also revealed that ‘Error free’ and ‘accurate’ bills, being promptly delivered is something that the customers seem to be taking for granted and have little impact on retention. On the contrary, non-delivery on these could cause a lot of disgruntlement and unhappiness with the service provider.
Another revelation was that customers seemed very peeved with the amounts they had to pay for local and STD calls. The cellular industry has performed below average in various aspects related to ‘customer care / helpline’. These include ‘time taken before someone attends to you’, their ‘ability to resolve complaints/ queries in the first instance’, ‘overall time taken to resolve complaints’, call center personnel’s ability to take decisions, ‘knowledge of customer care personnel about tariff plans and schemes’ and ‘the promptness in taking action on complaints’.
While in the case of CDMA subscribers, performance of the network is a key driver for building customer relationships as well. The study said that while subscribers seem satisfied with most aspects of the network, ‘coverage while roaming’ was something subscribers had to grapple with and was leading to discontent. The subscribers of CDMA services have a positive corporate image of their service provider particularly when it comes to ‘a company that is financially strong’ and ‘being a company that is credible and you can trust’.
The efforts made by CDMA operators in lowering ‘entry barriers’ and facilitating the ‘ease of acquisition’, have been acknowledged by the subscribers. However, a big concern for CDMA subscribers was found to be in the area of ‘billings and payments’. Subscribers seem upset with not receiving bills promptly and the bills not being accurate or error free. Also the way CDMA operators remind about dues and giving insufficient notice before debarring service for non-payment of dues was making customers extremely unhappy.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
