he re-branding exercise that BPL Mobile undertook in August this year has paid rich dividends for the operator. The company, which was adding about 5,500 new subscribers every month (See chart) in Mumbai, the only city where it operates, saw a tenfold increase to 51,475 new subscribers in September, as per TRAI data.

The brand was re-positioned to capture the youth - 18-28 years - with a new catch line: 'Get in the Loop'. The campaign started as ... more