Airtel Intros “5 ka Punch” Offer In Mumbai

India’s leading Mobile Service provider Airtelwhich lags behind Vodafone in Mumbai in terms of subscriber base has come into action after a very long time.I’ve noticed every telecom operator coming up with schemes,contests etc.in Mumbai but Airtel has been comparatively very silent in Mumbai.But in Delhi market Airtelis leader and is visible all across like in OOH medium,POS presence in a very shouting manner.

I noticed Airtel’s Point of sale promotional materials at Mumbai retail outlets after a very long time .Airtel has brought “5 ka Punch” offerin Mumbai.In this offer customers purchasing five Rs.10 top up coupon get one coupon free which gives  5  STD minutes free.

Although I couldn’t understand why anybody would go for 5 Rs. 10 top up coupons at a time,instead one can purchase bigger denomination single coupon which will give more talktime and convenience of recharging once.Moreover 5 free STD minutes are not that big deal.Today STD rates are in the ranges of 50 to 75 paise,so at the max in rupee value it comes to Rs.3.75 at the rate of 75 p/min.I couldn’t understand what’s the logic behind this offer and to which customer segment it would appeal to?

Airtel has  30.45 lakh Mobile customers in Mumbai as on March,2010.Vodafone is the market leader in GSM Mobile segment  with 50.42 lakh mobile customers as on March,2010.