• Rajesh Mehra
• Nishtha Prakash
• Sonia Sehrawat

The research is based on the study of uniqueness which has been introduced everyday to the world of advertising and proven to be an integral part of promotion mix. The study is also revolving around the financial and non financial impacts of unique advertising. Advertising is both art and science which includes long and short term goal setting, determining strategy and picking among various unique styles. Uniqueness is the heart of advertising and the driving force of transformation. The marketers in the new age of digital life are adopting unique and innovative strategy which directly improving their performance, both financial and non financial; here referring a special study to Idea Cellular. From the past 9 years idea cellular is getting out its messages in a different way through unique advertising and has experienced an unbelievable change & growth in terms of revenues, market share and goodwill. Hence the theory of uniqueness in advertising is developed.

uniqueness creativity, advertising, innovation, financial.

"The study of uniqueness in advertising and its long term Financial and non financial impacts with special reference to Idea cellular", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.2, Issue 7, page no.3078-3081, July-2015, Available :http://www.jetir.org/papers/JETIR1507016.pdf

"The study of uniqueness in advertising and its long term Financial and non financial impacts with special reference to Idea cellular", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.2, Issue 7, page no. pp3078-3081, July-2015, Available at : http://www.jetir.org/papers/JETIR1507016.pdf