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Storyboard Brandcom creates a bang to Uninor in UP West

The OOH campaign emphasises Uninor’s ‘Sabse Sasta’ promise and created a direct connect with the audience

BestMediaInfo Bureau | Delhi | March 7, 2013

Did you know that by simply moving to Uninor ‘Sabse Sasta’ offers, all mobile users put together in UP West can save up to Rs 100 crore each month? Uninor customers in UP West have the advantage of talking more with the clutter-breaking Recharge 24 where the customer gets talktime of Rs 30 with a validity of four days. With this recharge Uninor customers can now talk 25 per cent more compared to other operators.

To make noise, the telecom operator has rolled out an outdoor campaign initially conceptualised by Leo Burnett and further cracked by the OOH partner Storyboard Brandcom.

Uninor has specially designed this campaign in order to link the ‘Sabse Sasta’ commitment with the common masses. Uninor has always come up with tariffs that suit the requirements of the weaker sections. Storyboard Brandcom executed the simplest yet the most eye-catching proposition possible through an outdoor that was clutter-breaking and high-decibel. The out of home plan has more than 100 touchpoints across Agra, Moradabad, Bareilly, Meerut, Dehradun, etc.

Simple branding has been carried out on media vehicles like hoardings and BQS (sus queue shelters) at the most strategic and high-traffic locations in these cities with the taglines ‘Isse sasta to muche saaf” and ‘Isse sasta to golgappe band’. Innovative hoardings were put up 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 tariffs than Uninor’s.

KC Narendran, Circle Business Head, Uninor, UP West, said, “The OOH campaign really gives the 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 brand ambassadors, letting regular youth take the message across. This campaign re-emphasises Uninor’s Sabse Sasta stance and has a direct connect with our local audience in UP West. The innovation we created will be able to draw huge audiences.”

“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 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. The creative impact was enhanced 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, which has led to positive impact on sales,” said Ravi Rockey Ambrose, Senior VP - Integration and New Initiatives, Storyboard Brandcom.


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