Experiencing Airtel 3G

By Nandana Das , afaqs!, New Delhi | In OOH News | July 28, 2011
The 12 feet X 4.5 feet dummy datacard, made up of a metallic frame with an aluminium composite panel and fiber, has been inserted in a Shoppers Stop outlet in Begumpet, Hyderabad, to create a hype and awareness about the power of 3G.

In a bid to promote Airtel internet on 3G, the telecom service provider has rolled out an innovative out of home (OOH) activity by creating a huge cut out of an Airtel USB datacard inserted in a building. The campaign has been jointly designed and executed by Madison Communications and Atin Promotions and Advertising.

The 12 feet X 4.5 feet dummy datacard, made up of a metallic frame with Aluminium composite panel and fiber has been inserted at Shoppers Stop in Begumpet, Hyderabad, to create hype and awareness about the power of 3G. It is to be noted, that in order to make the datacard visible even at night, LED light has been used as the border for the portable datacard.

In addition to this, an Airtel jingle saying 'experience Airtel 3G wherever you are, to subscribe and activate SMS 3G to 121' is being played at Hyderabad's Rajiv Gandhi International Airport, after the announcement of the arrival and departure of every flight. This is in order to build a strong brand recall. The jingle has been tuned with the signature Airtel tune composed by A R Rahman.

Talking about the brief, Atin Gupta, partner, Atin Promotions and Advertising, says, "We were asked to execute something which is simple, yet innovative. We made sure that through the activity, the product can build a strong brand recall and be able to convey a strong message to its consumers."

The idea behind the activity is to promote the 3G technologies which enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency.

The target audience for the outdoor campaign, which will continue for a little over a month, happens to be those above the age of 20 and anyone who wants to use high-speed portable internet connection.

Talking about the activity, Vipin Unni, head, brand and media, mobility -- Andhra Pradesh circle, explains, "This kind of innovation, a clutter-breaking OOH campaign, helps us talk to our target audience. We thought of projecting the new technology through this medium to grab eye balls."

Talking about the response, Gupta says, "Until now, it has been amazing."

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