The unusual teaser was created by DDB Mudra West by way of creating a full front page of TOI including a change in its masthead without giving away anything about the brand to be launched
BestMediaInfo Bureau | Delhi | October 20, 2014
This was an unusual teaser campaign in scale that is set to dominate conversation for some time. On Thursday, October 16, 2014, The Times of India front page across India contained a very special innovation – their masthead featured the name of the new offering from Infibeam, a product in the online world that is all set to revolutionise the way online works. Wherever there was an ‘o’ in a word, it was printed as ‘ooo’ in orange!
Not in the recent past has the TOI changed its masthead and featured a full front page exclusively created for a brand launch, making it unprecedented in the history of brand launches. In fact, everything about the front page resembled a typical TOI front page, but for the news. Relevant articles pointed how people – specifically entrepreneurs – can make the most of online.
While nothing was given away about the product, Infibeam is running a contest online (through its Twitter handle), where people can 'guess' what the new launch is. Creative answers will win an iPhone 6 through a lucky draw. People can go to www.twitter.com/infibeam and post their answers.
The page takeover of The Times of India is a teaser that creates hype about something mega about to be unveiled, and a perfect example of disruption. Infibeam aims to make the brand unveiling and the launch to be a bigger story, but the teaser is sure to be talked about, considering its scale.
Rajiv Sabnis, Executive Director, DDB Mudra Group and President, DDB Mudra West, said, "Creating palpable excitement before a 'history-in-the-making' launch is the best way to start an infectious conversation. DDB believes that it is the most influential communications company in the world. We do this by changing behaviour through content that creates conversations. The Infibeam.com new brand launch is about changing online behaviour in the future. The Infibeam.com teaser in TOI is just the beginning."
Creative agency: DDB Mudra West
Business Head: Ronak Shah
Creative Team : Sharat Kuttikat, Jayesh Vaghela, Mehul Zolapura, Broti Roychowdhury, Dipan Patel, Swathy Sreekumar Account Management : Vikrant Jain, Shishir Shah, Revathy Sukumaran Account Planning: Shekhar Pandey, Vinayak Dubey
Founder and CEO: Vishal Mehta
Head - Digital Marketing: Advit Sahdev