NEW DELHI: Within a few days of bagging a two-year contract from Tata Teleservices Ltd to conduct the outdoor duties for the three businesses – Tata Indicom, Tata Photon and Tata Walky, leading OOH firm Milestone Brandcom under the stewardship of founder and managing director Nabendu Bhattacharyya has executed two eye-catching innovations for datacard brand Tata Photon in the bustling cities of Bangalore and Kochi.
In Bangalore, Milestone Brandcom has done an innovative branding of the KR Puram Railway Bridge that spans the road linking the International Techno Park and Airport with the Old Madras Road. The bridge display is brilliantly illuminated in a manner that it clearly demonstrates the rapid speed of the datacard, which is the value proposition of Tata Photon.
Check out this video for a first hand feel
The strategic location of the display is such that it catches the attention of the young IT professionals on the go, many of whom are likely to get interested in a product of this nature.
Commenting on the bridge branding initiative, Bhattacharyya told network2media that the objective was to drive the brand salience, impact and key message to the target audience. “The positioning of Tata Photon in the proximity of the International Techno Park is a calibrated attempt at taking the right product to the right people at the right time,” he said, adding that the display will serve as a landmark now.
In Kochi too Milestone Brandcom has created an iconic display in a unique fashion at the busy Edappally Junction traffic intersection. The OOH firm has used Tata Photon datacard-shaped backlit boxes for traffic signal branding, which is illuminated brilliantly in the night time. “The significance of this property, apart from its display features, stems from the strategic location and the fact that the largest mall in the city is coming up in the area,” said Bhattacharyya.
If speed is the essence of Tata Photon, Milestone Brandcom has delivered the message in the most impactful manner. The two branding initiatives have been executed for the longer-term and will serve as key reference points for the brand’s future consumer engagements.