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Milestone Brandcom crafts imposing Tata Photon+ display to attract SMEs
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Rajiv Raghunath   
Wednesday, 19 January 2011 09:00 (IST)
Plug & play NEW DELHI: The trailblazing Tata Photon+ campaigns exemplifying the speed attribute have already created a significant impact in the datacard segment. Now, the company is showcasing another key attribute – that the datacard is tailormade for small and medium enterprises (SMEs) that are seeking economical and efficient Internet access. To take this message to the targeted audience, Tata Indicom’s OOH partner Milestone Brandcom has executed a truly eye-catching innovation in Mumbai, on the 7-storeyed Crystal Plaza building which houses some 200 SME offices.

Making a big impression Milestone Brandcom has put up a fabricated 17’ x 7’ Tata Photon+ datacard on the building façade in a way that it appears to be plugged into the building. The objective is to demonstrate that the datacard powers the building’s Internet access.

Targeting SMEs The display has been put up on the 5th floor of the building, thus providing a clear view to the traffic flow on both sides of the adjoining roads. The building is located opposite Infinity Mall in Andheri West, which is a busy commercial area.

The backlit display has caught the attention of the passers-by, and importantly, has drawn the eyeballs of the large SME segment that operates out of the building. The Tata Indicom SME team closely worked with the agency to build this larger-than-life brand presence for Tata Photon+.

Shailesh PowaleCommenting on the innovation, Shailesh Powale, DGM – marketing, Tata Indicom, said, “Tata Photon+ is our flagship product and we are constantly looking to deliver greater value to our customers. The brand attributes have come alive with this OOH innovation. We at TTL have encouraged Milestone Brandcom to explore the medium to its fullest potential. This innovation has indeed created talking points around the brand and helped establish a strong connect with our TG.”

Efficiency & afforadability: key attributes showcased

Hanoz PatelTalking about the execution of the innovation, Hanoz Patel, founder & managing partner, Milestone Brandcom, said, “OOH provides enormous possibilities and our goal was to create a never-before-seen innovation which adds to the brand’s core objectives - growth, freshness and ability to engage audience thereby and deliver impact. Through this innovation the medium has realised all the stated objectives.”

Milestone Brandcom is planning to execute similar innovations in a few other target locations to help the brand tap into the promising SME segment. The datacard provides wireless high-speed broadband Internet up to 3.1 Mbps high-speed on both desktop and laptop. Tata Photon+ has presence in Delhi, Kolkata, Mumbai, Chennai, Jodhpur, Patna, Bangalore, Hyderabad, Jaipur, Dehradhun, Shimla & the circles of J&K, Assam and NE states.

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