Mobile broadband service Tata Photon Plus has refreshed its branding and is now riding on the popularity of the Metro in Bangalore to add some spice to its communication.
The company recently executed an interesting outdoor campaign to communicate this refreshed identity. Taking a lead out of the popularity of the Metro in Bangalore, which is seen as the next big thing and will commence operations in a couple of months, Tata Photon Plus has created a hoarding that gives the effect of a Metro station. The innovation has been executed by creating the feel of a Metro station on the billboard by using LED lights, life size cut-outs with flashing lights of the photographers catching the glimpse of the arrival of Tata Photon Plus in a form of high speed metro train with neon lights.
Commenting on the campaign, Sanjeev Khera, Regional Head, South Hub & Chief Operating Officer, for Karnataka Circle, Tata Teleservices Ltd, said, “We have refreshed the branding of Photon Plus from ‘You can carry speed’ to ‘Get Speed, Get Time’, and when we were looking at executing this idea, we concluded that Metro being the talk of the city, is an apt association for the product as Metro is about speed and reaching one’s destination in less time, hence having spare time to do other things like spend time with your family. Thus, we created this OOH campaign, which has been generating interest among people.”
He informed that this was the first phase of the campaign and there were plans in the offing to take the outdoor initiative ahead and one would see it in different parts of the city and in different OOH formats.
The idea has been executed by Milestone Media. The spend on this particular OOH is close to Rs 1 crore. This campaign is supported by the entire 360 degree gamut of communication on TV, print and radio, among others. In fact, this is not the first OOH innovation for the product, earlier, too, for the launch and during last year, the company had used out of the box thinking.
This current innovation has been executed at one of the prime locations in Bangalore near Baldwin School and College on Hosur Road.