MAM
Jeep Compass bids adieu to mediocrity in new campaign
MUMBAI: FCA has unveiled a new integrated campaign ‘This Is It’ for its flagship model, the Jeep Compass. The campaign has been conceptualised and created by Leo Burnett India.
The new film positions the Jeep Compass as the ultimate SUV by capability, creature comforts, gadgets and importantly, safety. The Jeep Compass ticks all the right boxes with its dual-pane panoramic sunroof, automatic bi-xenon headlamps, the 21.3cm (8.4) Uconnect System, 8-way power seats for the driver and six airbags for front as well as rear passengers.
Speaking about the new campaign, FCA India head marketing and PR Rahul Pansare said, “The Jeep Compass doesn’t stand for anything mundane, mediocre or ordinary. It gives you the freedom from everything that shackles you to life’s mundaneness. The film shows a couple in their Compass, leaving behind everything that keeps them tied to the drudgery – jobs, cubicles, bosses, meetings, weekend trips to the supermarket and even the Saturday night trip to a mall or movie theatre, to name a few.”
Leo Burnett MD – India and chief creative officer – South Asia Rajdeepak Das added, “The Jeep Compass is one of the most successful brands in the country. What is especially interesting is how it owns 'outdoors' as a space, in a way no other brand does. Our team has done an excellent job of communicating everything the Jeep stands for, into a great film. 'Go anywhere. Do anything' is a great start for the campaign.”
Brands
Airtel, Jio, Vi quietly raise tariffs with tweaks ahead of major hike
Airtel, Jio and Vi test subscriber response with subtle plan changes
NEW DELHI: India’s top telecom operators, including Bharti Airtel, Reliance Jio and Vodafone Idea, are quietly reworking their prepaid plans in what appears to be a calculated run-up to a broader tariff hike expected later this year.
Rather than announcing headline-grabbing price increases, the operators are opting for subtle tweaks that are less likely to trigger immediate consumer backlash. Industry observers describe this as a “testing the waters” approach, where small changes help gauge subscriber sensitivity while gradually improving revenues.
Among the most visible moves is plan pruning. Airtel has discontinued its popular Rs 799 pack, widely seen as a high-value offering, while nudging up the price of its Rs 859 plan to Rs 899. The changes may seem marginal, but across millions of users, they translate into meaningful revenue gains.
Reliance Jio, on its part, has taken a sharper route by slashing the validity of its Rs 195 plan from 90 days to just 30 days. The price remains unchanged, but the value per day has dropped steeply, effectively raising costs for consumers without altering headline tariffs.
Meanwhile, Vodafone Idea is restructuring its “NonStopHero” packs, limiting unlimited data benefits to night hours in several circles. The move trims usage flexibility while keeping plan positioning largely intact.
Another common tactic is bundling. Operators are increasingly pairing plans with OTT subscriptions such as streaming services, framing price adjustments as value additions even when the core offering remains largely unchanged.
The broader goal behind these moves is to lift ARPU (Average Revenue Per User), a key profitability metric in the telecom business. Airtel is targeting an ARPU of around Rs 300, up from roughly Rs 250, while Jio is under pressure to demonstrate stronger revenue growth ahead of a potential IPO. For Vodafone Idea, the urgency is more immediate as it seeks higher cash flows to fund 5G expansion and manage outstanding dues.
Industry estimates suggest that these incremental changes are a precursor to a larger, industry-wide tariff hike of 15 to 20 per cent, likely towards the end of 2026. The delay in announcing a full-scale increase is partly due to macroeconomic concerns, including inflation and volatile fuel prices, which could dampen consumer sentiment.
The push to monetise 5G is also gathering pace. After investing more than Rs 3 lakh crore in next-generation networks, operators are expected to gradually phase out free 5G data and reposition it as a premium service.
For consumers, the impact is already visible in small but steady increases in monthly bills. For telcos, however, this is a carefully choreographed build-up, easing users into higher spending before the bigger pricing reset arrives.
