Loop Mobile, one of Mumbai’s oldest cellular networks, has stepped up its marketing activities to promote its latest offering for national roaming services. Outdoor occupies a significant chunk of the marketing pie for Loop Mobile.
The cellular network has been in the news in recent times, with a report in the Economic Times stating that there are speculations that Bharti Airtel has emerged as frontrunner to acquire Loop Mobile as the company’s owners, Dubai-based IP Khaitan and family, seek to exit the telecom sector.
Commenting on the campaign strategy, Shalini Gupta, Head, Brand and Communication, Loop Mobile said, “Our communication strategy was to re-assure our existing subscribers regarding their preferred network being the best. Loop Mobile being a Mumbai circle operator used this regulatory national roaming plank to once again re-iterate its multiple network choice option. Thus, this communication worked in creating a dual value proposition of re-assuring existing subscribers on their preferred network showcasing the advantages and on the other hand inviting new users of Mumbai on Loop Mobile. Most of our communication is now customer-centric, airing the voice of the customer and creating pride in the association.”
The outdoor campaign covers some key strategic locations, which covers branding at railway stations, usage of hoardings, backlit and non-lit bus shelters and bus back panels. The outdoor campaign, which was rolled out in mid-July, will continue through mid-September. The creative has been designed by Black Swan Life Communications, whom the brand has recently partnered with.
Adding further on the outdoor strategy, Gupta said, “Mumbaikars are always on the move, therefore, a brand needs to communicate its message garnering eyeballs at high footfalls, traffic or message specific locations. This communication is aimed at creating pride amongst existing users and showcasing the strength of using Loop Mobile while roaming across India. Which is why it is strategically placed across all moving or mobile locations as stations, BEST buses, Tab Cabs, thus reinforcing the non-stop character of the network and its unmatched service, along with driving the proposition of Loop Mobile - My Gateway to India. It builds on the emotional connect with Mumbaikars.”
Apart from the OOH campaign, Loop Mobile has extended the communication strategy to print, radio, BTL activations and digital media.