afaqs!

MTS takes a step ahead with new tagline

By Nandana Das , afaqs!, New Delhi | In Advertising | March 16, 2011
MTS is targetting the next generation consumers with the new tagline, 'A Step Ahead'.

Sistema Shyam TeleServices (SSTL), which deals in telecommunication services under the brand name MTS, has unveiled a new identity designed to further establish the brand MTS, targetting the next generation consumers with the new tagline, 'A Step Ahead'.

The re-branding and repositioning comes on the eve of MTS crossing the 10-million subscriber mark in India since its Indian launch in March, 2009.

"When MTS was first launched in India, the aim was to consolidate its position in the country. The idea was to drive the business. But now, as we see a sign of consistency, we took the decision to go ahead," says Amitesh Rao, director, brand and media, MTS.

MTS has incorporated the new tagline, 'A Step Ahead,' in the same red box as its logo. The symbol of a white egg with the word MTS is still there. Earlier, it used to be two red boxes side-by-side, with a white egg symbol in one, and the word MTS in the next one. The white egg symbolises simplicity and genius. In a bid to fit the new tagline, the egg, and the MTS logo, the size of the red rectangle has been slightly stretched.

In 2006, MTS changed its logo as part of a re-branding campaign carried out by its parent company JSFC Sistema. In 2010, MTS announced the acquisition of Sistema Telecom, owners of the MTS egg logo, thus becoming the sole owner of its logo.

Says Rao about the new positioning, "There has been a repositioning of the brand as a whole. Our aim is to target the next generation youth who are much advanced digitally."

MTS is to be more consumer-centric with the new positioning, with the aim to give satisfaction to its customers.

"All this comes with the passion for discovery, the freedom to choose, and the confidence to follow a new path. It is for this generation, which refuses to step back, and has an incredible appetite to take risks. Our belief system is the way we think, we work," Rao adds.

MTS will also have extensive communication-centric activities. They will be launching a new integrated and disruptive brand communication programme, including a new television commercial. Above-the-line (ATL) communication will also be backed by digital activities, and a range of on-ground initiatives across all key markets, especially across malls and colleges in the country.

For the record, MTS's creative duties are being handled by Rediffusion Y&R. Its media duties are handled by Media Planning Group (MPG) India, the media-buying arm of Havas Media.

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