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Tata Teleservices: The magic hat

By Poojya Trivedi , afaqs!, New Delhi | In OOH News | November 24, 2010
An OOH innovation by Milestone Brandcom promoted the brand's latest offer of free talk-time on the purchase of a handset. The innovation cost about Rs 1.5 lakh.

India's No. 4 mobile carrier, Tata Teleservices recently rolled out an out-of-home campaign in UP West to promote its latest offer -- free talk-time of 2 lakh seconds on purchase of a handset for Rs 2,000.

The company's OOH agency, Milestone Brandcom came up with the idea of showcasing this communication through a magic hat.

A dummy 3D cut-out of the phone was placed inside a hat. With the help of a motor, the phone was pulled out of the hat, while the actual colour handset was shown to consumers. This gave the impression that the phone had come out of the magic hat.

The company created one innovation at the Begum Bridge, which connects Meerut with surrounding cities and villages, and on the main junction of the city. The innovation cost approximately Rs 1.5 lakh.

Prashant Mishra, management supervisor, Milestone Brandcom, says, " The idea was to create the 'wow' factor on a larger-than-life billboard at busy Begum Bridge, Meerut, which is the lifeline of the city. We created a magic hat, which was a backlit execution, connected the audience with other media communication and created intrigue value, resulting in quick awareness and buzz in the city."

Milestone Brandcom has executed the campaign in cities such as Meerut, Dehradun, Agra, Bareilly and Aligarh, among others. Notably, striking innovations have been put up in Meerut and on the Delhi-Meerut Highway - NH 58. The agency has also used gantries, unipoles and billboards for the campaign to connect with a wider audience in the region.

UP West is one of the most important circles for telecom brands, with Meerut being the shopping hub in the region.

The telco recently rolled out the "2,000 main milengi 2 lakh ki khushiyan" offer. According to this, on purchase of a new colour FM handset and a first recharge of Rs 1,000 (thus, the effective price for the offer is Rs 2,000), customers would get free talk time of 2 lakh seconds and 50,000 free SMSes.

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