Enter the Loop

By Surina Sayal , afaqs!, Mumbai | In OOH News | March 30, 2009
Loop Mobile makes its presence felt across Mumbai

At Nirmal Lifestyle Mall, suburban Mumbai, an eight feet 'loop' has been erected at the entrance. Every visitor who enters the mall has to pass through this loop.

The structure has been erected by the OOH (out of home) agency Poster Publicity for its client, Loop Mobile, which is the new avatar of Mumbai based BPL mobile. To announce the rebranding, the cellular service company has used the outdoor media very extensively.

Arif Ali, assistant vice-president, brand and communications, Loop Mobile, tells afaqs!, "Because it is a single city operation, a local medium such as outdoor could be leveraged to its fullest."

& #BANNER1 & #A similar strategy was adopted when BPL mobile was launched in the city.

"We have explored various media available in the outdoor arena. These include hoardings, building wraps, bus shelters, bus back panels, railway stations, Meru Cabs, trains and more. The total ad spends with respect to outdoors has been good enough so as to get a decent share of the voice needed for a launch," says Ali.

The company has also put up a 40 ft X 20 ft wrap on the fašade of the popular Regal Cinema in Colaba, Mumbai. Large hoardings have also been installed at Phoenix Mills and at Mahim Causeway.

Furthermore, in cinemas such as Cinemax, Sterling and Regal, the staff is wearing Loop Mobile branded T-shirts and caps for two weeks. The theatres will also play the brand's signature tune before every show, along with a slide. Loop Mobile gaming zones have also been created for weekends in malls such as Nirmal Lifestyle, Phoenix Mills, Inorbit Vashi and Infinity Mall.

The new brand, Loop Mobile, signifies youth and has been designed keeping in mind the vitality and freshness that the company stands for. The new logo has a three dimensional look. The multi-coloured logo in pink, blue, purple and green, symbolises the company's revitalised brand image, adding a spanking new feel and zing to the brand.

Loop Mobile's creative agency is McCann Erickson.

Ali adds that the market response has been encouraging and there seems to be a buzz on the brand. "If people are taking an interest in our brand's outdoor execution and talk about the same, then it's the result of a job well done and an idea well executed."

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