Value communication: low-cost marketing initiatives for “Guru Ki Bani 58282”

Neeraj Pandey (National Institute of Industrial Engineering (NITIE), Mumbai, India)
Gaganpreet Singh (Viom Networks Limited, Mohali, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 28 June 2013


Subject area

Pricing, digital marketing, marketing management and strategic marketing.

Study level/applicability

The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes.

Case overview

Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch.

Expected learning outcomes

The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



The case study has been developed from both primary and secondary sources of information. The authors wish to thank the management of Goldfinch Mobile Solutions for providing access to information and cooperation whenever required.


Pandey, N. and Singh, G. (2013), "Value communication: low-cost marketing initiatives for “Guru Ki Bani 58282”", Emerald Emerging Markets Case Studies, Vol. 3 No. 3.

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