BPL has decided to drop its traditional blue colour to have multi-coloured ‘in the loop’ campaign. The campaign, targetted at the youth and young at heart customers, has been designed by the creative brains at McCann-Erickson.
Purple, blue, yellow and green are the colours used in the new promotional campaign for the cellular service provider. An estimated Rs 10 crore has been spent for this exercise.
Elaborating on the rationale behind the campaign, S Subramaniam, CEO, BPL Mobile, said, “Through this brand repositioning exercise, we are all set to strengthen the connect with the lives of the young and youthful by providing this unique opportunity to come together ‘in the loop’ and celebrate the joy of togetherness.”
BPL Mobile has been churning out tariff plans, strengthening and updating its network capacity, and rolling out VAS services among others over the past few months. The company has already launched Mobile TV, and also in the pipeline is the launch of Blackberry.