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BPL Mobile reinvents itself to capture youth in its loop

By , agencyfaqs!, Mumbai | In Advertising | August 22, 2007
The network provider has gone in for a brand positioning that targets the youth as its customer base

BPL Mobile & #BANNER1 & # has rejuvenated its brand and its positioning to capture the youth and make this group one of its major target bases. Executives at BPL said that the revamp was done because the brand needed to change to a more contemporary look and feel. The brand is focussing on the youth as its major target group because, as per studies it conducted, the youth formd its largest consumer base.

The ad campaign was rolled out in Mumbai in phases. First came a teaser with just the catch line: 'Get in the Loop'. Then came the revealer, stating the brand name, and this was showcased in the form of print, hoardings, and BTL and ATL campaigns.

McCann-Erickson, the ad agency for the network provider, is behind the new look in terms of the 360 degree ad campaign that has been doing the rounds of the city for the past month. The campaign is scheduled to go on for another month.

The idea behind the catch line, 'Get in the Loop', is to have a strong bond that connects and brings people together in a group/loop rather than being all by yourself on occasions that call for company.

As per knowledgeable sources, a TVC is likely to be launched, too, revolving around the idea that "life is more fun when you are in a group". A couple is shown getting married in the presence of a pundit, but no relatives or friends. A football match is taking place and a goal is scored, but there's only one person in the audience.

BPL will also be launching a new print campaign likely to be followed by a radio jingle for the launch of its new product, which will hit the market soon.

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