Unveiling the campaign for the first time in the world here in Mumbai, Iridium India Telecom Ltd managing director Jaydev H Raja said that the campaign will use both the print and television media. In fact, Iridium has already tied up with major newspapers, magazines and television companies around the world for launching its brand.

Iridium has also appointed Ammirati Puris Lintas as its global advertising agency, which has prepared the print and television campaigns.

According to the company, the campaign will roll out with a slogan "Calling Planet Earth" and will initially educate the prospective users about Iridium's services and its advantages. The launch of the Iridium brandname is said to be the world's first global brand launch.

"From thetime of the launch, Iridium brand is to be positioned to mean the same thing to everyone, everywhere. The challenge was to reach a wide target segment with one global positioning that could easily be expressed in any language or culture," said Raja.

"We chose India for unveiling our plan as India, along with China, Brazil, Indonesia and Russia, is a key market for our services," he added.Iridium, which will provide its services using a constellation of 66 low earth orbit satellites, has also tied up cellular operators around the world to provide a seamless interconnection so that users can use either the Iridium or the cellular service.