MUMBAI: TATA Indicom is known for interesting campaigns, but this time around it has even managed to outdo itself. In a bid to attract the attention of the target customer group, TATA Indicom, with the help of MOMS, the OOH specialist arm of Madison, has recently launched the ‘Ghar Ka Phone’ campaign to promote TATA Walky in Delhi. The highlight of the campaign is a huge model of the TATA Walky phone that measures 20ft in height, placed on Bhairon Marg (near ITO), Delhi.
The model was put in place on December 1, and the campaign will run for a month. This innovative concept was executed by MOMS, and the model took about five days to create. Environmental factors were considered while designing and executing the project; and the model is capable of withstanding strong wind and other natural forces.
Commenting on the campaign, Trivikram Thakore, vice president, marketing communications, Tata Teleservices, said, “In today’s vibrant marketplace one needs to look different to stand out. By constantly innovating and upgrading, one can ensure the market leadership. We, at Tata believe this campaign is an example of this thought. The MOMS team has executed this job well and the response to this campaign is very positive.”
Discussing the innovation, Jayesh Yagnik, DGM, MOMS, told network2media, “The aim behind the innovation was to create a buzz around the new TATA Walky phone, the perfect home phone. The model looks great in the daytime but even more spectacular at night with the illumination. The response to this campaign is huge and it feels great that we executed it. We were stressing on the fact that we wanted a ‘brand building’ campaign and not just a ‘reminder medium’, as is usually the case with OOH campaigns.”
The model is a part of the campaign that also consists of cutouts of the Tata Walky phones placed on bus shelters in strategic locations.