Tata Docomo steps outdoor for '39 Paise per Minute' service

Milestone Brandcom used 100 branded Tab Cabs, 20 billboards, 200 back panels, 200 hand side panels, 2 station brandings & 97 bus-shelters in Mumbai were used for the campaign

BestMediaInfo Bureau | Mumbai | July 11, 2014

Milestone Brandcom recently executed an outdoor campaign for Tata Docomo's '39 Paise per Minute' service. The outdoor activity for this campaign started on April 1, 2014, and ran for two months with the aim of creating brand recall.

The sites for this campaign were chosen very carefully, with over 100 branded Tab Cabs leading the campaign. The service was also promoted on 20 billboards, 200 bus back panels and 200 hand side panels, two station brandings and 97 bus shelters in Mumbai. Twenty Tab Cabs were used on the route from BKC to the airport to grab maximum eyeballs amongst the target group.

Nabendu Bhattacharyya

Nabendu Bhattacharyya, MD, Milestone Brandcom, said, “Creating campaigns for localised services is always very interesting as you need to develop your campaign to specifically target a certain group. There is no general fail-safe method that you can use in these scenarios. We have used the best possible combination of venues that see maximum footfalls of the target group such as strategically positioned billboards, bus shelters, station brandings, tab cabs and bus back panels to create maximum impact for the product.”

Aditya Gupta, Tata Docomo's Head - Mobility Business Unit, Mumbai & Maharashtra, said, “OOH plays an important role in disseminating the brand's message and tactical campaigns across the TG. The core characteristics of the medium are high shelf and recall value. It helps in keeping the TG engaged and disseminate information in more expedite ways. While the conventional formats with their ingrained largeness enable impact, other media like transit help increase penetration and OTS.”

For the brand Tata Docomo, outdoor as a marketing medium not only helps to garner visibility but also plays a good role in fuelling the revenues and brand saliency. Being 'refreshingly different' in this space is what the brand has always pledged for. Innovation and belief in the brand, is the reason for the success of Tata Docomo's campaigns.

The OOH:

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