afaqs!

Uninor brings back the 2 paise coin with new outdoor innovation

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | July 11, 2011
Mudra Max-OOH re-created large cut-outs of the now outdated 2 paise coin on hoardings and traffic booths for Uninor's 2 paise per minute campaign.

Telecom service provider Uninor rolled out a new tariff plan for its customers, wherein it offers 2 paise per minute from Uninor to Uninor networks.

While Uninor offers this, other telecom operators are talking of their discounts and offers, as well. Thus, to stand out from the noise, the brand's out of home (OOH) agency Mudra Max has created a unique differentiator.

The brief given to the agency was to build awareness on the new scheme initiated by Uninor. To convey the message effectively, Mudra Max-OOH re-created large cut-outs of the now defunct 2 paise coin, which have been put up on Uninor's hoardings, kiosks, and more.

This cut-out for the 2 paise coin has resulted in effective brand recall and buzz. The innovative use of OOH has been done across Pune, Solapur and Nashik in Maharashtra.

The outdoor execution comprises hoardings and traffic booths, with the objective to garner maximum eyeballs at the key arterial routes of the cities, gaining maximum reach in the market.

Rajeev Sharma, circle business head, Maharashtra and Goa, Uninor, says, "We are covering new grounds in affordability with the 2 paisa per minute proposition. If we were promoting the most affordable phone calls ever, our campaign needed to be extremely cost-efficient itself. We used innovation to replace high costs and have received a good response and recall in the market."

Commenting on the campaign, Vijay Jain, general manager, Mudra Max-OOH, says, "Our outdoor campaign intends to apply extreme focus to reach out to the target audience, with a strategic plan to maximise visibility ensuring least wastage."

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