NEW DELHI: The surging telecom industry is now ceaselessly expanding its footprints in the smaller cities and towns, with all key players launching aggressive expansion plans. Tata Indicom is at the forefront of the advance into the promising markets. The big marketing opportunity and the festive season induced the telecom major to roll out a unique ‘2,000 main milengi 2 Lakh ki Khushiyan’ offer, as per which a customer upon purchase of a colour FM handset and first recharge of Rs 1,000 (effective price being Rs 2,000 for the offer) would get the added benefit of 2 lakh seconds free talk time and 50,000 free SMS.
Milestone Brandcom, which has a two-year OOH contract with Tata Teleservices for Tata Indicom in 22 circles across the country, has executed the campaign in UP West cities covering Meerut, Dehradun, Agra, Bareilly, Aligarh, among others. Notably, striking innovations have been put up in Meerut and on the Delhi-Meerut Highway – NH 58.
Commenting on the campaign which will continue until end-November, a Tata Indicom official said, “UP West is one of the most important circles for any telecom brand and Meerut is a shopping hub in the region. Hence this city, which is surrounded by many small villages, became the focal point of this outdoor campaign.”
The official credited Milestone Brandcom with the idea of a ‘magic hat’ innovation that has become a talk-of-the-town in Meerut. A motorised 3D cutout of a colour screen mobile handset is shown moving in and out of a magic hat, deployed on a billboard, which has caught the imagination of the local audience. Also, on NH 58, simple cutouts of a magic hat and phone have been created to get maximum eyeballs for the campaign.
Check this video to experience 'magic'
Talking about the innovation, Prashant Mishra, management supervisor, Milestone Brandcom, said, “The aim was to create the wow factor at the busy Begum Bridge in Meerut which is the lifeline of the city. The backlit ‘magic hat’ created intrigue and delivered value resulting in effective brand communication.”
Mishra said the team which included Abhishek Kaushik and Pradeep from Milestone Brandcom executed the innovations in the face of challenges like regular power cuts. The end result justifies the effort.
Milestone Brandcom has also used gantries, unipoles and billboards for the campaign to connect with a wider audience in the region.
The campaign rollout underlines Milestone Brandcom’s innovative approach toward placing Tata Indicom on a high OOH pedestal in the new promising markets.