The 25 paisa coin might be obsolete from the Indian financial scenario, but MTS India chose to bring the archaic value of the coin into recognition by launching a special tariff voucher that offers STD calls at 25 paisa per minute.
The company engaged Apex Integrated Marketing to promote this offer in an innovative way in Mumbai. Ashoo Sethi, COO, Mumbai, MTS India, said, “The objective was to promote our new proposition – all India STD at 25 paise – in an innovative way to grab maximum eyeballs in the shortest possible way.”
In keeping with the company brief, Apex Integrated Marketing used creative elements that consisted of a hand and a 25 paisa coin placed on the thumb.
Elaborating on the creative thought process, Bhoomi Waghmare, Business Head – West at Apex Integrated Marketing, said, “It is a known fact that any kind of motion garners more eyeballs as compared to anything static, hence the thought of going one step ahead and making the coin flip with the thumb. The 40x20 feet hoarding showcases a thumb tossing a 25 paisa coin, highlighting the concept that now STD calls are as low as 25 paisa per minute. The innovation involves a cut-out of a hand and a coin placed over the hoarding. The coin moves up and down to show the toss movement along a pre-determined path.”
In order to make the hoarding live, a mechanical set-up involving three high power motors were fitted to work in sync with each other to move the thumb and the coin. The key challenge faced while executing the innovation was to move both the thumb and the coin simultaneously on the hoarding, synchronisation of the motors to handle the thumb and coin, and the timing of the movements.