afaqs!

Photon TV goes out and about with new OOH campaign

By Surina Sayal , afaqs!, Mumbai | In OOH News | February 01, 2010
TTML has used multiple out of home formats to promote its new live streaming service

For a service that allows people to get their dose of television while on the move, where better to advertise than outdoor! Last month, Tata Teleservices (Maharashtra) Limited announced the launch of Photon TV, a new application that allows Tata Photon+ subscribers to watch live television channels on their laptops while on the move. To promote this, the company has launched innovative outdoor campaigns in Mumbai.

Photon TV allows Tata Photon+ users to view live TV feed from various sports, news, entertainment and regional channels, and to watch recorded TV shows from the library (including Oye! It's Friday!; Zoom; and Pogo), movies, music and videos on demand. Customers can also use this on their personal computers at home and in the office.

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The product has been launched in all the cities where Photon+ exists, including Mumbai, Nagpur, Nashik, Kolhapur and Goa. While the outdoor advertising has been done across cities, the innovation for Photon TV was carried out only in Mumbai.

Mobile vans with large cut-outs of laptops, plugged in with the Photon TV device, have been rolled out at high traffic junctions. Also, lighting poles were converted to Photon USB drives. The creative agency on the account is Contract Advertising and the OOH (out of home) has been handled by Shlok Media's Square Circle Outdoors.

Shashank Pore, associate vice-president, marketing, TTML, tells afaqs!, "After doing a round of regular ATL (above the line) advertising, we decided to complement it with a unique set of innovations. In a city such as Mumbai, where most media is highly cluttered, the only way to build recall is to create innovations. It is the need of the hour. These innovative outdoors not only built differentiation but also superb recall."

Another interesting out of home idea executed for Photon TV is with radio taxi service, Meru Cabs. "We have converted 20 Meru Cabs into Tata Photon+ high speed zones, where passengers get to surf free and live the Tata Photon+ advantage. All these have been very well received," shares Pore.

Pore reveals that the primary audience of TTML is the tech savvy, on the move corporate climber, SEC A+, aged 22 years and above, while the secondary audience includes corporate houses such as financial institutions (banks, brokerage firms, foreign institutional investors and asset management companies) who need their executives to be connected all the time.

The outdoor campaign has been up in Mumbai since early this month and is expected to continue for a month, while in the rest of Maharashtra (Nagpur, Kolhapur and Nashik) and Goa, it was launched last month.

Besides using multiple outdoor formats, POP including posters, banners, tent cards, retail branding and hoardings and online media have also been used.

For the record, the Photon TV service works on a subscription model. It is currently available in three options - Rs 5 per channel per month, Rs 29 per month for My Combo (a bouquet of 10 channels) and Rs 75 per month for all channels.

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