Uninor's OOH promotes 'sasta' call rates

Executed by Storyboard Brandcom, the outdoor campaign is aimed at encouraging rural subscribers to shed their current inhibitions on long-distance calling

BestMediaInfo Bureau | Delhi | January 8, 2015

Uninor has launched an OOH campaign to highlight its slashed STD rate of 25 paise per minute in Uttar Pradesh West. This is aimed at encouraging rural subscribers to shed their current inhibitions on long-distance calling to other cities in India. Storyboard Brandcom, which is a division of Milestone Brandcom Group, has executed the outdoor campaign.

The brand has created elements like India's map, a tower with three lines emanating from it on hoardings by using LED lights, cutouts of a 25 paise coin and a timer LED, along with the Uninor logo. Mirror-finished vinyl was used on the letters and coin to give a realistic shine. The creative rationale behind this was to emphasise the 'sasta' (cheap) call rates. Thus, even if the viewer is unable to read the message while passing by the billboard, the coin still reinforces the brand's offer and product perfectly.

The innovation has been put up for a month at Begum Bridge, one of the busiest areas of Meerut.

KC Narendran

KC Narendran, Circle Business Head, Uninor, UP West, said, “Our partnership with Storyboard Brandcom has been a successful one. The team at UP West has always striven to push the creative limits to the fullest when it comes to outdoor visibility, and this year's STD @25p/min outdoor campaign is one such example which aptly captures the entire thought of the campaign. The outdoor medium has given both the product and the brand the right visibility.”

Rahul Bajpai

Rahul Bajpai, Marketing Head, Uninor, commented, “We always believe in establishing a connection with our audiences through simplistic creative execution which is easily understandable. The current clean and smart execution, with a cut-out of 25p all across India's map clearly showing sabse sasta call rate, i.e., STD call @25p/min, has captured millions of eyeballs and helped us to meet our objective.”

Nabendu Bhattacharyya

Nabendu Bhattacharyya, CEO and MD, Milestone Brandcom, said, "We have always believed that disruption makes an out-of-home campaign more impactful. One of the biggest challenges of executing an innovation in UP West market is that 95 per cent of the outdoor sites are non-lit. Our team managed to arrange electricity on the selected site. The other big challenge was to finely and understandably portray the STD calling aspect and highlight calls from UP West going to rest of the circles across India. And, the dipstick study on the impact of innovation reveals that it was indeed a simple yet smart execution, which was noticed by each and every passerby."

The brand's research on the effectiveness of the campaign and the innovation, done through questionnaires, showed 100 percent visibility. 'One of a kind innovation' and 'truly magnificent', are some of the feedback the campaign garnered.

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