Loop Mobile, the Mumbai-based telecom provider, is set to unveil its first TVC. Going national for the first time, the TVC signals an inevitable progression, given the network’s strong growth.
Over its 16 years of service in Mumbai, Loop Mobile has witnessed some significant brand developments. Having rebranded itself from BPL Mobile to Loop Mobile, and adopting a new Going for Great mantra, the provider has several firsts to its credit. With innovative VAS offerings, subscriber empowering initiatives and an association with the Mumbai Indians, Loop Mobile has grown from strength to strength.
With its new TVC, Loop Mobile reinforces its connection with Mumbai, drawing parallels between the core qualities of the brand and the remarkable city it is present in. With a ‘nonstop’ theme, the TVC is a reflection and representation of the brand character and its ability to keep up with the times.
A 90-second film was being aired in across 100 cinemas in Mumbai in last four weeks as a part of the soft launch, and the television campaign is expected to break by mid January. In its earlier avatar of BPL Mobile, the brand was present in multiple circles and engaged in television advertising. The creative is developed by TBWA India with a theme non- stop and Mumbai as an integral element.
Talking about the new marketing initiative, Arif Ali, Head – Brand & Communications, Loop Mobile (India) Limited, said, “Keeping in mind that we are a single city brand; we have used Mumbai as the backdrop even as the character of our campaign. With the launch of our TVC we are trying to build a deep emotional connect with our customers. We also have a pan India license and while keeping in mind our long term plan it is very necessary to think about the prospective customers.”
He further added, “The current television campaign, at a budget of Rs 8-10 crore is spread over various phases. The media mix that we usually adopt is outdoor advertising takes up 46 per cent of the budget, while print takes up 20-22 per cent. With this we will also increase our digital spends from 2-5 per cent to 8-10 per cent.”