MTS develops dongle-shaped innovation for MBlaze

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | December 02, 2011
Two dongle innovations, measuring 20-feet, have been placed at strategically located, high-traffic petrol pumps in Gurgaon.

In line with its data-centric voice enabled strategy and having established Gurgaon as MTS Dongle City, MTS, promoted by Sistema Shyam TeleServices (SSTL), has developed 20-feet dongle-shaped innovations, currently displayed at two petrol pumps at Cyber Greens and Nathurpur in Gurgaon. The structures promote MBlaze, the high speed data card offering of the company.

"The idea behind the dongle innovation is that MTS gives the freedom and control over one's life, and better access to information around the world," says Shankar Bali, chief operating officer, Delhi and Haryana circles, MTS India.

The 20-feet structure of the MBlaze dongles has been created using special design material. The LED powered structure is illuminated at night for greater effect.

Talking about the concept, Bali says, "We wanted to showcase our high speed data card MBlaze, in an innovative manner that resonates in the consumer's mind, and creates a strong brand recall. Given that consumers today look past the traditional advertising, we wanted to come up with an eye-catching innovation."

The innovation is the result of a joint ideation between the MTS India team and the agency Apex Integrated Marketing.

The main challenge while executing the outdoor innovation was to find a strategic location having high visibility. As of now, the innovations have been executed in Gurgaon, but there are options to execute the same in other cities, too.

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