 NEW DELHI: Having taken strident steps to capture a sizeable share of the GSM market in UP East and UP West over the last one year, Tata Teleservices Ltd (TTSL) has once again taken the outdoor route to consolidate the market presence of its GSM brand Tata DOCOMO in this region.
Keeping the youth audience in focus, Tata DOCOMO has launched an innovative outdoor campaign, of which three displays in Lucknow have stood out. The overall campaign has been executed by MOMS, the outdoor media arm of Madison World, covering key eastern UP cities like Lucknow, Kanpur, Varanasi, Allahabad and Gorakhpur.
In Lucknow, MOMS has used three innovations that are head-turners. In the first, a neon sign has been deployed at the popular Inox Mall, creating a powerful brand presence that can viewed by the moving traffic from considerable distance.
In the second instance, MOMS has used a tri-vision in the Mahanagar area, a conventional yet dynamic media format that communicates the different offerings of Tata DOCOMO at one site to a large, moving traffic. This was also an efficient way to deliver multiple messages from a single location.
In the Sadar area, MOMS turned a traditional billboard into a combination of static and dynamic media. Here, the Tata DOCOMO logo was put up as a fixed feature, whereas the messages on the board were changed periodically. The agency thus ensured both cost efficiency and multiple messaging.
 Commenting on the innovative campaign, Ashish Kohli, marketing head, Tata Teleservices Ltd – DOCOMO, UP East, said, “Being a trend setter in the OOH market in UP East, our objective was to stand out from the clutter with a presence at all vantage locations. These small innovations and improvements in media / site selection have helped us in realising the stated objective.”
He added that “the neon at Inox Mall is the biggest in the area. At the same time,
the trivision is a unique experience in itself as we are communicating various product offerings at one place. Also, the billboard at Sadar has become a signature site of Tata DOCOMO. We are saving cost on long term basis with effective communication.”
 Talking about the campaign execution and the association with Tata DOCOMO, Dipankar Sanyal, COO – North & East, MOMS, said, “MOMS has always been working to offer the best and most cost-effective OOH solutions to our clients across India. The initiatives for Tata DOCOMO in UP East are path-breaking. In time we will showcase many more such initiatives.”
To get enough frequency, the outdoor agency has used various kinds of outdoor media like billboards, backlit billboards, traffic signal media, tree pots and guards, etc., in the target markets.
Tata DOCOMO has maintained a keen focus on delivering youthful, innovative services across the country. And MOMS has been providing strategic outdoor presence for the brand in realising these goals.
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