Case Study

Rebtel Mobile App

From its beginnings as a plucky start-up intent on disrupting the telecom industry to its present day status as one of the most successful digital international calling companies in the world, Rebtel has always remained true to its vision of providing user friendly, cheap, and high quality communication to immigrant communities across the globe. Rebtel was founded in 2006 and is a profitable company with a turnover of $95 million in 2014. Rebtel is headquartered in Stockholm with team members across the globe.

Business Situation

Business Situation

Rebtel approached Beautiful Planning Marketing & PR and stated that they were on the verge of a full rebrand. They needed fresh out of the box ideas that would make the world crack up, say wow, and also really get them noticed within the Indian American and Indian communities. With the rebranding of their image they wanted to implement PR, celebrity ties ins and publicity stunts. The campaign that was presented to Beautiful Planning Marketing & PR was a strong and thorough deck of Rebtel releasing the first ever True Unlimited Calling to India campaign. Their main point of interest was the fact that nothing should be cookie cutter or a standard bland partnership, sponsorship etc. They wanted a PR Agency that would help to initially rebrand them to resonate as a rebellious brand.

Our Solution


The Beautiful Planning Marketing & PR team sat down and generated over 50 implementable ideas with extreme Wow factor. Within 4 months’ time we worked hand in hand with Rebtel and their newly hired social media team to create a press push surrounding a hilarious video campaign that included popular Indian comedian Vir Das and a slew of videos of him having hilarious phone conversations with his family in India. We pushed press out to Major Indian News outlets with many of them covering and also landed them an immediate interview feature within Ad Age India.

We collaborated to create and launch the #DesiProblems contest also on boarded Disney Celebrity Karan Brar and Bollywood star Jacqueline Fernandez to post via Instagram promotional posts about how excited they were to that now Rebtel was offering Unlimited Calling to India and mentioned a #DesiProblem that would come with such freedom to call such as Mom calling numerous times to see if you ate dinner. We worked to push Karan Brar out to news; Jacqueline is still slotted to take place. The contest called for people to repost their own video with their own #DesiProblem in order to win a number of prizes.

We created a full concept for a publicity stunt took place in the heart of New York city at Times Square 42nd street. Within timely news topless women in Times Square have been a huge problem for NYC and the city has been working to get rid of them. Beautiful Planning Marketing & PR created the Publicity stunt for Bollywood Dancers to be topless and body painted in Sarees and dance to a classic Indian song and Movie choreography. The stunt was pushed out to all press and took place with signs and a few other logistics as Rebtel “ Gives NYC Something to Talk About” setting off a firestorm of media from Buzzfeed,, Business Insider, Time Out New York and much more. The videos from the viral publicity stunt reached well over 500,000 views.

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