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Milestone Brandcom 'rings' the outdoor bells for TATA Docomo's ‘Jeet Ki Ghanti’ offer
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Neha Nagpal   
Monday, 26 December 2011 09:00 (IST)
All encompassing visibility NEW DELHI: TATA Docomo, the unified telecom brand of Tata Teleservices Limited (TTL) has always been known for its attractive and head turning outdoor innovations. And with the company's recent outdoor campaign for its latest consumer promotion offer 'Jeet Ki Ghanti Kabhi Bhi Baj Sakti Hai', it has once again sets another benchmark in Out-of-Home advertising and communication.

Attention grabber The outdoor campaign has been launched in 11 key cities of the states of Gujarat, MP, Chhattisgarh, Punjab, Maharashtra, etc., with some extensive innovations. The innovations have been executed in cities like Lucknow, Jaipur, Jabalpur, Ahmedabad, Bhopal, etc. The company has vested its outdoor advertising duties with Milestone Brandcom.

The live band The 21 days campaign has been designed around the ongoing television commercial for 'Jeet Ki Ghanti Kabhi Bhi Baj Sakti Hai', an SMS based contest where TATA Docomo subscribers stand a chance to win a Chevrolet Beat car every day, Yamaha bikes every hour, and talktime worth Rs. 1 crore nationally. A one of its kind contest, where sunscribers can participate without any condition or linkage to purchase, which is intended to purely reward the existing TATA Docomo GSM and CDMA customers for their continued loyalty and trust in the brand.

Another podium for the live band Taking forward the communication from television to the OOH medium, the company's idea was to create an on-ground engagement and enable the OOH space to maximise visibility.

Exposure at night The objective of this campaign is to depict the message of TATA Docomo's 'Jeet Ki Ghanti Kabhi Bhi Baj Sakti Hai' contest effectively, by breaking through the everyday clutter. The concept was to create a campaign that would impact and urge customers to participate in the contest. The company briefed the outdoor agency to execute an impactful idea which communicates that with this contest, TATA Docomo customers stand a chance to win a bike every hour and a car every day.
Judge the impact

Novel ways to attract attention Targeting the people and vehicles in the catchment area, Milestone Brandcom played audio spots on billboards at high footfall locations and traffic junctions at regular intervals of 5 minutes starting with a bell representing the 'Jeet Ki Ghanti' followed by the announcement of the offer. The goal was to increase people's engagement with the billboard and get high top of mind recall for the brand and the offer.

Another city Bringing displays to life adding sound and human element, the agency additionally leveraged the 'band baaja' theme and deployed a live music band right below some of the ground level billboards at key city junctions playing the 'Jeet Ki Ghanti' tune, along with the bumper prize – Chevrolet car and bike parked which took the centre stage, delivering the final punch.
Smaller video but equal impact

Ritesh GhosalSpeaking on the innovations, Ritesh Ghosal, head – brand marketing, mobility, Tata Teleservices Limited, said, "Innovation is the key driving force for us and it has always helped us to stay ahead of the curve – be it with our services or advertising and marketing campaigns. With the changing dynamics of the industry, it is critical to break the clutter and ensure top-of-mind recall. With each marketing campaign, we try and adopt a creative and innovative approach to ensure greater brand recall and brand affinity amongst the customers. The use of such innovative branding is the creation and subsequent introduction of our promise to offer maximum benefits to all our customers."

Maximising exposure

"The idea was to enable the OOH space to maximise the scope of pure branding and making it more interactive and engaging. A campaign so well executed by team Milestone sure attained its purpose in engaging the customer and enhancing the visibility for the 'Jeet Ki Ghanti' campaign across the country", he added.

Abhijit Kishore"Living to the brand promise of being refreshingly different, 'Jeet ki Ghanti' is a unique proposition for the TATA Docomo GSM and CDMA customers, where without purchasing anything, all TATA Docomo subscribers can win daily exciting prizes such as cars, bikes and talk time worth Rs. 1 crore every day by only sending a SMS. To take it to the market, we have planned a series of innovative concepts, 'Band Baja Baarat' being the first. In the coming days, we are coming up with many interesting campaigns around this proposition," said, Abhijit Kishore, head – operations (Maharashtra and Goa), TATA Docomo.

Power of series As a part of the innovation, the agency created the – 'talking billboard' in Madhya Pradesh. It also made use of the 'live band' performances theme by music band parties at major intersections across multiple cities and states in India besides creating a complete roadblock at the busiest junction in Pune – Junna Bazar Chowk with the use of all the hoardings on the junction occupying 9300 square feet of display in one place.

Straddling and all encompassing visibility even at night Other outdoor media like pole kiosks were also used to its potential by placing a larger-than-life cut-outs of the band crew below each kiosk.

Nabendu BhattacharyyaExplaining the thought process behind the execution process, Nabendu Bhattacharyya, founder and managing director, Milestone Brandcom, said, "To communicate an offer of this scale, the brand needed special attention, text and image shots could not have done justice to such a magnanimous offer; it was thus essential to amplify this offering manifold to cut this communication through the traditional frontiers of Out-of-Home."

"Taking forward the communication theme from the television campaign, the team ingeniously leveraged the dynamism of a 'Band Baaja' party, unanimously used in happy occasions and celebrations across India, to bring alive the promo offer on road. Our multi pronged strategy took the communication out of the TV box to the next level, creating a sort of a real life celebration outdoors", he added.

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