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Mudra Max-OOH creates 2 paisa bang for Uninor’s new scheme

08-July-2011
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Mudra Max-OOH creates 2 paisa bang for Uninor’s new scheme

In a move to create brand differentiation for client Uninor in the extremely competitive telecom industry, Mudra Max-OOH has come up with some interesting innovations.

The agency has recently carried out an outdoor activity for Uninor’s new tariff plan for its customers, wherein it offers 2 paise per minute from Uninor to Uninor network.

The brief to the agency was to build awareness on the new scheme initiated by Uninor. To convey the message effectively, Mudra Max-OOH created high visibility by adopting innovative and interesting techniques to communicate with the target group. The innovations involved a Sun board cut-out for the 2 paise coin resulting in an effective brand recall, thereby allowing consumers to immerse into the brand.

The strategic spread and innovative use of OOH helped create brand visibility for the brand across Pune, Solapur and Nashik. The outdoor execution comprised hoardings and traffic booths, covering maximum eyeballs at the key arterial routes of the city so as to garner maximum reach in the market.

Commenting on the campaign, Vijay Jain, General Manager, Mudra Max-OOH, said, “Uninor has taken a commendable initiative by launching its new scheme ‘Uninor to Uninor - 2 paise per minute’. Customers will immensely benefit from this plan as they can talk for as long without worrying about the cost. Our outdoor campaign has been intended with extreme focus to reach out to the target audience, with strategic plan to maximise visibility and least wastage.”

Rajeev Sharma, Circle Business Head of Maharashtra-Goa at Uninor, added here, “We are covering new grounds in affordability with the 2 paisa per minute proposition. If we were promoting the most affordable phone calls ever, our campaign needed to be extremely cost efficient itself. This is where we believe we have done well with the campaign in Maharashtra and Goa. We have received a good response and recall in the market and used innovation to replace high costs.”

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