Times Card wraps up Mumbai Metro in its colours

Conceptualised by Rasta, the first leg of the OOH campaign involving Mumbai Metro includes train wrap and outdoor communication at the Metro stations

BestMediaInfo Bureau | Delhi | September 24, 2015

Times Card has wrapped up the Mumbai Metro in its own colours as part of its recently-launch out of home campaign, 'Do More of What You Love'. The campaign has been conceptualised by Gurgaon-based Rasta.

The first leg of the OOH campaign has been initiated in Mumbai involving Mumbai Metro (Andheri to Ghatkopar line), where there will be multiple voice messages about the brand attributes and offers from Times Card, along with a train wrap and outdoor communication at the stations. The creative idea was to remind the audience about the great savings on entertainment that they could avail of through the card, thereby allowing them to do more of what they love.

Commenting on the campaign, Archana Vohra, Vice-President and Business Head, Times Internet, said, “The campaign is derived from customer feedback that while they enjoy all the fun things like eating out, movies and shopping, they often land up overspending on these. Times Card is a 'Young Turk' card that offers great dining and movie deals. It is aimed at giving discerning customers a bang for their buck by allowing them to do more or spend more on what they love without feeling guilty. The card is built around entertainment privileges in the city and aims at making a whole lot of places in the city accessible via best in class deals.”

Parag Rao, Business Head - Card Payment Products, Merchant Acquiring & Marketing, HDFC Bank, added here, “At HDFC Bank, enhancing customer experience is at the core of all our products, services, initiatives and partnerships. Times Card is a result of the Bank's partnership with The Times Group and is targeted at meeting the changing needs and desires of the urban youth customer segment. They can use this card to make purchases while availing great value in the form of discounts and rewards. This campaign revalidates the proposition effectively.”

Launched in association with HDFC Bank with two variants, Platinum and Titanium, Times Card offers discounts in the dining and movies space across nine key markets in India – Mumbai, Delhi, Chennai, Pune, Bangalore, Kolkata, Hyderabad, Ahmedabad and Chandigarh.

Commenting on the thought process behind the campaign, Kuber Chopra, Creative Director, Rasta, said, “We wanted to develop a scalable idea with a focus on entertainment, a category Times Card is particularly strong in. So, we came up with Book More Shows with a Times Card. The underlining idea is 'More', so it was extended to other categories such as Stay More Nights for Hotels and Buy More Stuff for Shopping. The insight was that people demand more from their credit card, so we wanted to highlight the strength of the product as it is one of the new entrants.”

Credits:

Client: Times Card

Agency: Rasta

Kuber Chopra, Creative Director, Rasta (Copy writer on this campaign)

Naina Prakash (Art Director on this campaign)

Info@BestMediaInfo.com

Info@BestMediaInfo.com