Milestone Brandcom executes OOH campaign for Tata DOCOMO in MP&CG

The mandate was to generate awareness & create buzz & hype around the newly launched stores

BestMediaInfo Bureau | Delhi | April 4, 2012

Milestone Brandcom has executed an exciting campaign, cutting through the monotonous displays out-of-home, to announce the launch of the Tata Docomo Brandstore across MPCG.

Docomo has launched over 15 new Brand Stores across MPCG. The media mandate was to generate awareness & create buzz & hype around the newly launched stores.

Today, mobile services are not merely used for calling your loved ones. The role a telecom operator plays in our day to day lives goes way beyond the basic functionality of making a phone call. The concept behind the BRAND STORES is to convey to the audiences, withTata DOCOMO life is much more than just talking, that Tata Docomo understands the various expectationsof their customers to fit their life in a store.

“The communication objective was to generate maximum footfalls to the store and urge the audiences to live the dynamic world. The strategy adopted was that of location branding, by being present within a kilometer radius of the stores to announce the arrival of Tata Docomo in the consumers' neighbourhood” said Imtiyaz Vilatra, Founder Member & Managing Partner at Milestone Brandcom.

Milestone Brandcom creatively depicted the exciting theme of 'fitting in an entire life in a store' with an actual car mounted on a billboard in Bhopal with some suitcases stacked up on it. The car was outlined with white led lights along its edges to give it an attractive glow during the night catching a good visibility & glow in the night almost upto 200-300 meters. While the actual creative displayed a car with luggage piled up on its top, the OOH innovation replaced it with actual car and real luggage, making it stand out and get talked about. So much was the impact that almost all leading dailies captured the innovation and wrote about it in press.

Somdev Sen, Head of Marketing at Tata Docomo (MP&CG), said, “People buy newspapers to read news, people tune in to radio for music, or watch Television for news and entertainment – hence advertising is looked upon as an interruption. But Outdoor is the only medium where advertising is not an interruption but a welcome platform for information dissemination. We wanted to infuse life into an otherwise static medium; and this initiative by Milestone has not only managed to grab mindshare but also noticed attention from press and got great PR coverage which is impressive”.

Info@BestMediaInfo.com

Info@BestMediaInfo.com