Top Story

Home >> Advertising >> Article

Reliance Infocomm to unleash 4 m sq ft outdoor advertising campaign

21-December-2002
Font Size   16
Reliance Infocomm to unleash 4 m sq ft outdoor advertising campaign

Reliance Infocomm's foray into the basic telephony services, including limited mobility, will unleash a high voltage outdoor campaign that will wrap urban India in an unprecedented way.

Advertising industry sources say that Reliance would takeover roughly four million sq ft area of outdoor hoarding space across Indian cities to support the launch of its phone services. The outdoor advertising, comprising billboards, signages, public utilities and building wraps, is expected to hit the market just 48 hours before the inaugural date - December 28.

The outdoors may be a major launch vehicle for Reliance's telephone services across 18 circles in the country. It will be the biggest outdoor burst for any launch seen till date, sources in Primesite, the outdoor agency strategising and managing the blitz, said. According to sources Reliance has placed orders with ten digital printers, who have the Vutek machines, which can speedily print the required ad output.

Reliance's bid to rely heavily on outdoor media is seen as an emerging trend by advertising industry observers. It is estimated that almost 60 per cent of the telecom industry's ad spend is now skewed towards outdoors. In recent months, Hutch and Tata Indicom have relied extensively on outdoors, while the hardware players such as Nokia and Samsung are also revving up this medium.

It is not clear how many cities Reliance will target in the first burst. Its phone services may reach 600 cities and towns. If it spreads outdoor advertisement across all these centres, four million sq ft is required for an effective launch. But it is unlikely that it will cover all cities and towns in the initial phase, sources said. This is crucial as opinion remains divided on whether an outdoor campaign involving huge expenses is the best step forward for a national launch as big as what Reliance is promising.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years

Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips

The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities