A three-fold marketing communications strategy was developed to promote the wireless access service.

A major community event followed by a press conference. A turnkey event was organized inviting prominent

community spokespersons and local Indian media to a cocktail and dinner event in Manhattan.

Sustained advertising campaign for one quarter. The campaign was executed via exclusive media buys and

placements; keeping in mind limited resources and need for maximum return on investments within the Tri-stat

(New York, New Jersey, and Connecticut) area. We devised a plan to measure consumer response in each media by

suggesting a “Quiz” toward the end of the campaign, with amazing quantifiable results. Each media was issued a separat

calling number in the advertisement which were monitored for incoming calls and conversions.

Grass roots efforts via movie theaters. A very effective tool seen in this community; we selected a couple of

movie theaters (in Asian-Indian intensive areas) to put up banners and booths and promote the service. Those who

signed up received two free tickets to an upcoming movie in the theater.