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‘Get in the loop’ is BPL Mobile’s new mantra

21-August-2007
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‘Get in the loop’ is BPL Mobile’s new mantra

BPL Mobile is all set to rejuvenate the brand through its recently launched campaign ‘Get in the loop’. The new multi-coloured BPL Mobile logo and the refreshed campaign symbolise the company’s revitalised brand image, adding a new feel and zing. The creative agency behind the campaign is McCann Erickson.

Prasoon Joshi, Executive Chairman and Regional Creative Director, McCann Erickson, said, “The campaign highlights the essence of being in a group, the joy of togetherness, and the meaning of being engaged in a dialogue to celebrate the pleasure of companionship. Therefore, there has to be a strong bond that connects people in a group. The campaign targets the fresh and energetic youth in the age group of 18-24 and young-at-heart customers.”

Arif Ali, Head-Brand Communications, BPL Mobile, said, “The brief we gave to the agency was that we wanted to re-establish the brand's relevance and youthful connect with the largest market segment. The insight that drove our thinking was that the youth today do not hesitate in expressing themselves and the brand would facilitate that process. As a brand, we were willing to shed our past ‘image baggage’ and adopt an unconventional look and feel, in order to undergo the image makeover we were looking for.”

Joshi added, “We are doing a multimedia campaign which comprises print, outdoor hoardings, bus shelters, retail branding, railway stations, and even one entire local train branding. Also, we would advertise through the English, pink and vernacular press, and air our new signature tune and jingle on the radio. We have also launched a website www.getintheloop.in which was recently unveiled at Mumbai’s biggest youth festival, ‘Malhar’.”

Ali explained that a sum of Rs 10 crore has been spent for brand refresh campaign for two months, for above-the-line and below-the-line activities, with equal amounts being spent on both. The print campaign has recently broken in major dailies. The outdoor campaign has been done in Mumbai, which includes one train branding in Central Railway, 20 hoardings, 100 bus panels, and complete branding in Santa Cruz and Dadar stations. Also, BPL Mobile galleries and shops have undergone a makeover. Youth hangouts like coffee shops; multiplexes have been targetted for branding. There are few other youth-oriented consumer contact programmes in the pipeline.

BPL Mobile recently announced Mobile TV, bringing real time television content to mobile phones. The launch of Blackberry is also on the cards, with implementation and testing process already underway.

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