afaqs!

Ghar ka phone Tata Walky goes outdoor

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | December 14, 2009
MOMS has put together a larger than life replica of the phone

Currently, telecom is undoubtedly the most buzzing industry, with more players launching services in newer circles. Recently, to create a buzz around the Tata Indicom Walky, MOMS, Madison's outdoor division, fabricated a 3D replica of the phone on a unipole at Bhairon Marg (near ITO), Delhi.

The Tata Indicom Walky comes with features such as caller line identification, SMS, missed call details, Internet, phone book and speaker phone and the innovation aims to highlight some of these features. The unipole has been made to look like a phone stand that is often used in households to place phones. The hoarding's canvas has been replaced by a 20 ft high replica of the phone. The buttons on the phone are made out of backlit boxes. LED neons have been used to light the headset during night hours.

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Environmental factors were considered while designing and executing the project and the model is capable of withstanding strong weather conditions.

Similar innovations have been executed on bus shelters, with 3D cut outs of the phone placed on the top panels.

The innovation was executed over a period of five days and can be seen for one month.

Discussing the brief from the client, Jayesh Yagnik, deputy general manager, MOMS, says, "The client wanted to use outdoor as a recall medium, breaking through the clutter at the same time. Also, the brand is positioned as 'Ghar ka phone' and so the innovation projects the larger than life image of the phone."

He shares that though telecom works on the principle of domination, innovation is the best way to grab the eyeballs. Also, with changes in advertising regulations and more tender bids floating in, the OOH business is getting better in Delhi.

Earlier, MOMS had executed a motorised innovation for Tata Photon+ in Sriniwaspuri, Delhi.

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