Having robust expansion plans for Indian market, Tikona Digital Networks has appointed Interactive Avenues for online media planning and buying. Exploring the digital space for the first time, the company is aiming to use the medium in the best possible way.
Heramb Ranade, CMO, Tikona Digital Networks, told exchange4media, “On the online media planning and buying front, Interactive Avenues has been roped in. We are exploring the digital medium for the first time, and to maximise reach and impact, a strategic mix of sites has been chosen.”
Divulging the future plans, Ranade said, “We plan to target 3 lakh customers by December 2010 and expand our service network to 150 cities across India in the next one year. In the recently held BWA auction, we have won five circles – Gujarat, UP East-West, Rajasthan and Himachal Pradesh. We are gearing up to launch our services in these circles.”
The company has deployed the highest level of security measures such as WPA2 advanced encryption, 802.1X authentication, MAC level binding and a unique combination of user ID and password, giving complete freedom from risks of self installed Wi-Fi devices.
Ranade informed, “The service comprises several innovative and competitively priced tariff plans, both for retail and enterprises. Additionally, we are the only company that offers a default anti-virus solution for PC security with every subscription.”
The company is also coming up with a campaign called ‘Stay SMART Stay Connected’. It will be rolled out in two phases spread over 60 days. In the first phase, the campaign revolves around creating brand awareness and will aim to create a strong connect with the target audience. The second phase will focus on the offerings by Tikona Digital Networks.
“The campaign, ‘Stay SMART Stay Connected’, is targeted at youth and broadband aspirants in the 18-45 age group. We have two-prong objectives for the digital campaign – to create brand awareness and to generate leads in the home segment,” Ranade elaborated.
When asked about the kind of marketing spends the brand is looking at, he replied, “We are planning to aggressively invest in marketing campaigns that are aimed at building brand awareness and generating leads. Being in our second year of operations, we are currently on a growth trajectory and our budget is flexible, depending on the flavour of each quarter and the various services that we plan to launch.”
Tikona Digital Networks caters to the home and enterprise segments under the brand names Tikona Wi-Bro and Tikona Enterprise Solutions, respectively. The company was founded in mid-2008 by veterans and professionals from the telecom industry. Currently, Tikona Wi-Bro service is available in 30 cities, including Mumbai, Pune, Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Indore, Ahmedabad and Surat. By winning five circles in the BWA auction, the company claims to have secured access to 30 per cent of India’s urban population.