HFCL Infotel Ltd, a total telecom solutions provider offering fixed line and broadband services in Punjab, has launched its mobile service, ‘Ping’, for Punjab and Chandigarh. Vyas Giannetti Creative (VGC) has been appointed as the advertising agency for Ping. The size of the account is upwards of Rs 10 crore.
Over the last three months VGC and HFCL Infotel have been putting together an aggressive package for the launch of Ping, a CDMA-based cellular service across Punjab and Chandigarh. The agency selection process was done through the shortlisting of four leading agencies in Delhi in June 2007.
Both parties have been keeping a low profile on the activities due to the sensitive nature of the launch. Commenting on the launch, G D Singh, COO, HFCL Infotel, said, “VGC came on board with the promise of delivering cutting edge creative in such a crowded telecom market. Now, with the launch being so successful, they have demonstrated true partnership in every aspect of consumer connect.”
For the first time in India, Ping offers call charges of one paisa per second with the benefit of single second billing. This effectively means that the user will pay exactly for the time of usage in seconds. Instead of minute-based charging, wherein the user ends up paying even for the duration not actually used.
The SIM-based colour mobile bundled with this service is priced at Rs 999 with free 6,000 minutes of on-net calls along with a free Ping Tunes subscription for one month.
Elaborating on the launch, Anjan Roy, President, VGC, said, “Launching a differentiated service in a high tele-density territory like Punjab was a challenge. Now having exceeded all expectations in the market, the agency is naturally elated at the response the positioning and identity have received.”
The initial teasers were followed by a huge press and outdoor splash throughout Punjab, underlining Ping’s brand promise for its consumers – ‘Jiyo Non-Stop’.
VGC also put together an accelerated brand development and identity creation for the mobile service. This involved developing all identity elements as well as brand positioning. This was subsequently followed by the communication package.
Ping service would be available in 150 towns and 5,000 villages across Punjab and Chandigarh on the CDMA platform for which nearly Rs 100 crore had been invested, informed HFCL Infotel’s Singh. The company has already set up a state-wide distribution network of 8,000 retail outlets to reach out to the rich and youthful market of Punjab.