MTS India announced today the launch of their latest ad campaign for the MBlaze, the company's flagship brand which has over 6 lakh customers across India. To promote the device, the brand is launching a campaign based around the idea of being "a step ahead" of the rest. - Amitesh Rao, Marketing Communications Director, MTS India said, "As a company, we are very data focused, and this is the at the center of all our communication. We started this off with the MTS Pulse campaign, the 'Zoot' campaign where the guy creates a word using his mobile internet. The MBlaze campaign is a follow up to that. The idea is to enthuse people to do what even they believe they can't."
The campaign, which will be rolling out on TV, print, radio, digital media, in flight messages and OOH promotion like airport branding, is about a boy who proposes to a girl. When she says she hardly knows him, he promises that by the next day, she will, and then follows her around the internet. Rao said, "The campaign is around the lines of data which is our core value, the idea is that people can use the internet anytime and anywhere, with no limits."
He added that the brand is very engaged in marketing, and when asked about the media strategy said, "It might be easier to talk about what we're not doing! Apart from TV, print, radio and OOH advertising, we're also doing some very interesting stuff via viral marketing and digital. For example, we have produced three video commercials only for the internet. These are for sharing on YouTube, social media et cetera. But yes, we're also spending heavily on traditional media, and aim to be highly visible across TV, particularly along youth programming, and in regional markets, like in the South and in Bengal."
He added, "We plan to use print fairly tactically, for product offers and promotions, and leave the thematic work for television and outdoors. Around 60 per cent of our spend is on television, around 15 per cent on the internet, and the rest is split between OOH, print and on ground activations."
For Rao, digital makes particular sense since the users for MTS's product offerings are also likely to be internet users. He said, "Digital can be a very good medium if you have the right product - Lifebuoy might not see much gains by being online, but for us it is a good fit. We've already been increasing our spends on digital, and this year we're the leading brand on digital, amongst telcos."