New Delhi – July 21, 2005: Truly, a LIFETIME of an IDEA… India’s first ever customer loyalty programme has been proven a runaway success among the prepaid customers of India’s leading cellular operator, IDEA Cellular Ltd. It’s just been over six months since the launch of Lifetime Idea and over Rs. 9.5 Crores have already been disbursed to more than 22 lakh loyal prepaid customers of Idea across 8 circles of operations. This accounts for around 50% of Idea’s prepaid customer base.

LIFETIME IDEA, a unique loyalty programme allows Bonus Talktime to its customers depending upon how long the customers stay on the IDEA network. With every recharge of Rs. 324/- or higher, a subscriber gets extra talk time that gets automatically credited into their account.

Commenting on the success of LIFETIME IDEA, Mr. Vikram Mehmi, CEO, IDEA Cellular Ltd. said, “Lifetime Idea was a unique experiment that has strengthened the bonds of Idea with its customers. It’s a true reflection of the spirit of customer orientation at Idea. Idea and its customers have mutually gained with this initiative and added value to each other. While Idea has grown in its subscriber base, revenues, profitability etc. the customers continued to derive a higher value from their mobile experience.”

“From approximate Rs. 2.8 Crores in the first three months the disbursement has more than tripled to about 10 crores in the subsequent quarter exceeding our expectations of the Customer participation. The unimaginable success of Lifetime Idea has fortified our belief in providing the best customer service experience at all the times,” added Mr. Mehmi.

The salient features of the programme are as follows:

Active Age of Subscriber  on IDEA network	Extra Talk time (in Rs.) (On every Recharge of Rs. 324 or higher every three months)
3 Months	20/-
6 Months	30/-
9 Months	40/-
12 Months	50/-

IDEA also runs a unique loyalty programme for its post-paid customer base, which is uniform across all its 8 circles and is centrally administered. This programme is divided into three tiers of Gold, Silver and Royale. This programme offers a variety of benefits ranging from priority access to its call centres, unique gifts and entertainment & privilege offerings in collaboration with the major leading consumer brands in the country.