Reliance Infocomm's foray into the basic telephony services, including limited mobility, will unleash a high voltage outdoor campaign that will wrap urban India in an unprecedented way.
Advertising industry sources say that Reliance would takeover roughly four million sq ft area of outdoor hoarding space across Indian cities to support the launch of its phone services. The outdoor advertising, comprising billboards, signages, public utilities and building wraps, is expected to hit the market just 48 hours before the inaugural date - December 28.
The outdoors may be a major launch vehicle for Reliance's telephone services across 18 circles in the country. It will be the biggest outdoor burst for any launch seen till date, sources in Primesite, the outdoor agency strategising and managing the blitz, said. According to sources Reliance has placed orders with ten digital printers, who have the Vutek machines, which can speedily print the required ad output.
Reliance's bid to rely heavily on outdoor media is seen as an emerging trend by advertising industry observers. It is estimated that almost 60 per cent of the telecom industry's ad spend is now skewed towards outdoors. In recent months, Hutch and Tata Indicom have relied extensively on outdoors, while the hardware players such as Nokia and Samsung are also revving up this medium.
It is not clear how many cities Reliance will target in the first burst. Its phone services may reach 600 cities and towns. If it spreads outdoor advertisement across all these centres, four million sq ft is required for an effective launch. But it is unlikely that it will cover all cities and towns in the initial phase, sources said. This is crucial as opinion remains divided on whether an outdoor campaign involving huge expenses is the best step forward for a national launch as big as what Reliance is promising.