BATATA Unveils Umbrella Brand ‘Idea Cellular’

Birla, Tata and AT&T has unveiled its new corporate identity as 'Idea
Cellular' and the new company logo will be '!dea'. The new name change will take
place from May 1. The brand was earlier known as BTAL (BATATA). The new brand
will replace AT&T brand in Maharashtra, Goa and Gujarat, Tata cellular brand
in Andhra Pradesh and the RPG cellular brand in Madhya Pradesh and Chattisgarh.
Ratan Tata, Chairman, Tata group unveiled the new identity.

Speaking on the occasion, Sanjeev Aga, President and CEO, Idea Cellular said,
"Idea cellular aspires to offer the most comprehensive and innovative
services to assist people beyond what they thought possible."

In the months to come Idea Cellular will extend coverage to 80 new towns and
cities, provide coverage in major towns, interference-free network for superior
voice delivery and value added services like vernacular SMS, pre-paid roaming,
interactive games and new generation voice mail. The company is planning to
launch its services in Delhi as a fourth operator within three months. The '!'
in the logo !dea forms the core of brand identity will be displayed in three
colors which include yellow, black and blue. The company will also launch ad
campaigns nationwide aggressively from May 15. Also the company is planning to
launch at least five new products in the next two- three months. The company is
also in the process of merging BPL telecom, which is expected very soon.