Milestone Brandcom makes Tata Docomo ads go interactive

Milestone Brandcom creates live and audio backed billboards to drive high visibility for Tata Docomo’s ‘Jeet ki Ghanti’s’ campaign in three markets.

e4m by Priyanka Nair
Updated: Dec 26, 2011 7:36 AM
Milestone Brandcom makes Tata Docomo ads go interactive

Innovation is the mantra for out of home (OOH) advertising as brands seek clutter-breaking communication. Milestone Brandcom has recently rolled out an OOH campaign for client Tata Docomo in three prime markets of Maharashtra, Madhya Pradesh and Punjab.

The activation brought alive the communication on billboard with audio and real life celebratory ‘moment of truth’ on site for Tata Docomo’s latest consumer promotion offer – ‘Jeet ki Ghanti Kabhi Bhi Baj Sakti Hai’.

The offer involves a contest where customers can participate without any condition or linkage to purchase and is intended to purely reward existing Tata Docomo GSM and CDMA customers for their continued loyalty and trust in the brand.

Elaborating on the campaign, Nabendu Bhattacharyya, Founder and Managing Director, Milestone Brandcom, said, “To communicate an offer of this scale, the brand needed special attention. Text and image shots could not have done justice to such a magnanimous offer; it was thus essential to amplify this offering manifold to cut this communication through the traditional frontiers of out of home advertising. Taking forward the communication theme from the television campaign, the team ingeniously leveraged the dynamism of a ‘Band Baaja Party’, unanimously used in happy occasions and celebrations across India, to bring alive the promo offer on road. Our multi-pronged strategy took the communication out of the TV box to the next level, creating sort of a real life celebration outdoors.”

The activation saw Milestone Brandcom create a ‘talking billboard’ in Madhya Pradesh. The campaign made use of the ‘live band performances’ theme at major intersections across multiple cities, besides creating a complete roadblock of hoardings at Juna Bazar Chowk, one of the busiest junctions in Maharashtra’s Aurangabad district. Other outdoor media like pole kiosks were also used by placing larger than life size cut-outs of the band’s crew below each kiosk, including cutouts on billboards.

Ritesh Ghosal, Head – Brand Marketing, Mobility, Tata Teleservices Ltd, remarked, “Innovation is the key driving force for us and it has always helped us to stay ahead of the curve – be it with our services or advertising and marketing campaigns. With the changing dynamics of the industry, it is critical to break the clutter and ensure top-of-mind recall. With each marketing campaign, we try and adopt a creative and innovative approach to ensure greater brand recall and brand affinity amongst the customers.”

He further said that the use of such innovative branding was the creation and subsequent introduction of Tata Teleservices’ promise to offer maximum benefits to its customers. “The idea was to enable OOH space to maximise the scope of pure branding and making it more interactive and engaging. A campaign so well executed by Team Milestone, sure attained its purpose in engaging the customer and enhancing the visibility for the ‘Jeet Ki Ghanti’ campaign across the country,” Ghosal added.

Milestone Brandcom played audio spots on billboards at high footfall locations and traffic junctions at five-minute intervals, starting with a bell representing the ‘jeet ki ghanti’, followed by the announcement of the offer. Bringing the displays to life by adding sound and human element, Milestone Brandcom additionally leveraged the ‘band baaja’ theme and employed a live music band right below some of the ground level billboards on key city junctions playing the Jeet ki Ghanti tune, along with announcing the bumper prize – a Chevrolet car and a bike parked below the billboards, which took the centre stage, delivering the final punch.


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