Mumbai, like many other global metros, boasts of its own emergency response service, called Topsline. Recently launched by the Topsgrup, Topsline is a vision of Diwan Rahul Nanda, Chairman and Managing Director, Topsgrup. Triton – the group’s advertising partner, has launched a campaign, positioning the brand as a life-saving service.
Modelled keeping in view the 9/11 aftermath, Topsline offers all immediate life-saving assistance to the people. To seek help from the group, a subscriber needs to dial 1252 in case of any emergency such as medical, physical assault, fire, accident or any other untoward happenings. Topsline claims to reach the spot within nine minutes.
Triton bagged the Topsline account after a heady pitch with O&M and rmg david. The entire positioning campaign, built around the theme, ‘We save lives’, was consolidated through a strategic process followed at Triton.
Commenting on the insight that drove the communication, Yateesh Srivastava – Executive Director, Strategic Planning, said, “In talking with people and in our personal experience we found that in case of an emergency, most of us tend to panic and lose control. Hence we clearly positioned the brand as a ‘panic alleviator’. Also, we found that the loss of control in a panic situation could lead to bad decision-making that may actually endanger the life of the affected party. Here Diwan Rahul Nanda helped us out with a clear enunciation of the brand promise, ‘We Save Lives’. This was backed by creative communication that touched a chord with people. Hence, situations that all of us have either faced or heard about were used to create the space for the brand in people’s lives.”
Triton asserts that the launch campaign for Topsline has received tremendous response from both corporate clients as well as from individuals. Munawar Syed, Director, Triton Communications, stated, “The initial response has been a clear ratification of our strategic and creative approach. We are extremely happy that Diwan Rahul Nanda gave us this opportunity because Triton’s forte has been its ability to create and build categories.”
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