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Aircel goes OOH with its ‘Pay Per Second’ campaign
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Deepti Aggarwal   
Thursday, 05 November 2009 08:00 (IST)
NEW DELHI: The intensely competitive telecom turf is inducing the key players to think up innovative ways to consolidate and expand their subscriber base. Rejigging tariff plans is one way of achieving this. Aircel’s new ‘Pay Per Second’ campaign is directed towards this goal, for which the telco has launched a high decibel OOH campaign using premium channeled OOH properties.

A premium public utility used for this campaign US Adcom and Primesite are the agencies handling the new Aircel campaign. Talking about the campaign, Jyoti Rathore, account director, US Adcom, said, “The brand wanted to announce its pay-per second tariff plan and the brief was to place the advertisements at locations that do not get drowned in the clutter.”

A large format display with one of the campaign creatives Elaborating on the campaign, Rathore said this campaign is a 21-day activity. And the brand wanted the agency to put up the campaign overnight so that complete coverage is achieved in a variety of OOH media formats.

On the use of OOH media options, Rathore said that mostly large format hoardings have been used. Apart from these, displays on utilities, gantries among other options, have also been employed.

A bus shelter used for the campaign It is noteworthy that Aircel, a comparative new entrant and a fast-growing telecom operator with 17 million subscribers across India, made an entry into the Mumbai and Delhi markets with an OOH splash.


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