NEW DELHI: Madison Outdoor Media Solutions (MOMS), an independent unit of Madison World, which is planning, buying and executing outdoor media solutions for the GSM and CDMA businesses of Tata Teleservices, has created an OOH splash for Tata Docomo in Punjab. The campaign will continue for three months.

Commenting on the campaign, a Tata Docomo spokesperson said, “The brief given was to highlight the key differentiator of the services offered by Docomo to the target audience in Punjab.”

Conceptualised by creative agency, FCB Ulka, the creatives are focused on the launch of Docomo’s services in Punjab with new value propositions like ‘Why pay for packs. 1 paisa across India’. As per the offer, subscribers can call anywhere in India for just 1 paisa per second.

Dipankar Sanyal, COO – North and East, MOMS, said, “Punjab is a very challenging market as there are not enough conventional OOH properties there. We created the properties keeping this constraint in view. For example, we created a Tata Docomo gate, innovated the kiosks apart from using uni-poles and bus-shelters wherever possible. The idea was to splash the campaign across Punjab to create a high brand recall.”

For the campaign MOMS has joined hands with OOH media owners like Selvel Media Services to utilise their properties. Biswadeep Dutta, general manager – Punjab, Selvel Media Services, said, “For the campaign, MOMS have utilised various properties like unipoles, bus shelters, duo-poles, toll bridges, roof top billboards, neons, gantries and rotators in Punjab.”

 

 

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