Last year, telecom operator Vodafone created a huge replica of the Vodafone logo on a highway in Rajasthan. This time, Tata Indicom has gone ahead and created an even larger sign of its logo and has mounted this on the Mumbai-Pune Expressway.
These logo signages are being compared to the Hollywood sign in Los Angeles.
Strategically placed on the mountains off the Mumbai-Pune expressway (near Khopoli), the Tata Indicom structure is clearly visible to people travelling to and fro. It measures 90 ft x300 ft, is made of steel and contains retro-reflective postering to ensure visibility at night as well.
TTML, along with its outdoor media partner Square Circle, has entered into this public-private partnership. This media proposition also aims to enable employment and afforestation. The funds generated through this signage will be ploughed back into 'greening of the hills', which will generate employment in that area.
On the idea of creating the sign, Shashank Pore, assistant vice-president, marketing, Tata Teleservices (Maharashtra), tells afaqs!, "Branding for brand recall is a given but branding for a cause - now that requires more than just execution. Besides, most media is highly cluttered today and to be noticed, innovation is imperative. So when Square Circle approached us with this unique proposition, the idea of a public-private partnership for an innovative media that would also enable employment and afforestation appealed to us. We believe it is the way forward: sustainable branding initiatives."
Regarding the location, he says that the Mumbai-Pune expressway is a great example of connectivity and it probably gets more traffic than most of the other expressways in India.
"With TTML operating in this geography, the expressway was a perfect location for Tata Indicom. We are about mobility and what better location than the expressway - people travelling to and fro from one place to another - essentially mobile people who understand the value of owning a reliable mobile connection."
While the company chose not to share the spend on the same, it informs that this is a long term investment on the part of Tata Indicom and it took more than three months from onceptualisation to execution, due to the size and scale of the initiative.