To scale up Uninor’s Sabse Sasta offers, the telecom giant has rolled out an outdoor campaign initially conceptualised by the creative agency Leo Burnett and further cracked by outdoor partner Storyboard Brandcom.
Uninor has specially designed this campaign in order to link its ‘Sabse Sasta’ commitment with the common masses. Storyboard Brandcom executed the proposition through an outdoor campaign that was clutter breaking and high decibel. The out-of-home plan has more than 100 touch points across cities, namely Agra, Moradabad, Bareilly, Meerut, Dehradun and so on.
Simple branding has been carried out on media vehicles such as hoardings and BQS (bus queue shelters) at the most strategic and high traffic locations in the city with taglines as ‘Isse sasta to muche saaf” and “Isse sasta to golgappe band”. Through this communication, Uninor is promoting a very strong and invariably “sabse sasta” tariff that offers Rs 30 talk time on a recharge of Rs 24 with a validity of four days.
Uninor has also installed innovative hoardings with actual moustache at all prime locations in the main towns of UP West, where a guy with actual moustache claims to shave it off if a subscriber finds cheaper tariff than Uninor.
Commenting on the campaign initiative, KC Narendran, Circle Business Head, Uninor, UP West said, “OOH campaign really gives any brand a unique opportunity to create impact with engaging communication and enhances the brand visibility in the highly cluttered markets. While most other brands in the telecom sector have relied on celebrities to do the talking, Uninor has consciously kept away from the brand ambassadors, letting regular youth take the message across. This current campaign re-emphasises on Uninor’s Sabse Sasta stance and has a direct connect with our local audience in UP West. The innovation we created will surely be able to draw huge audiences at a fraction.”
Commenting on the campaign execution, Ravi Rockey Ambrose, Senior Vice President Integration and New Initiatives, Storyboard Brandcom said, “Uninor has been a brand which stands for doing thing differently and efficiently. When we were briefed on the campaign we took up the challenge to ourselves to make Uninor the most visible brand in the market. The team came up with the strategy of cluster bombing and thus creating Impact in the market and enhancing the visibility tenfold within the budget. To enhance the creative Impact though the moustache innovation. We believe we have made Uninor the most visible brand in UP West region. We have received great response and recall for the campaign, and has led to positive impact on the sales.”