afaqs!

Lighting up the dongle

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | December 16, 2011
Keeping in sync with the current positioning of Tata Photon's 'Get more time for life,' MOMS has created 60 dongle-shaped cut-outs, which have been installed on 30 street light poles along the driveway to the airport in Kolkata.

MOMS, the outdoor unit of Madison World, has rolled out an innovative outdoor campaign for Tata Photon Max on the driveway to the airport in Kolkata. The campaign is in sync with the current positioning of Tata Photon's 'Get more time for life', with the objective to highlight speed as the main feature of the Photon Max offering.

Talking about the campaign, Dipankar Sanyal, chief operating officer, MOMS, says, "A neat execution, coupled with technology highlighting the features of the product, is the forte of this innovation."

As part of the process, the agency has fabricated 30 light poles with six-feet long cut-outs back-to-back, in the shape of a dongle. Overall, it has installed 60 dongle-shaped cut-outs. In the evening, the dongle lights up in blue, as if the device is on and working, highlighting the speed of the Photon

According to the agency, the reason behind using the light poles is the high visibility factor. The entire outdoor campaign was executed in a span of 15-20 days, and will continue for another two-to-three months.

The challenges faced in executing the campaign were mainly caused by the traffic, as important personalities continued to travel to and fro from the domestic and international terminals of the airport. Therefore, the work was executed mainly during early mornings. Moreover, the safety of the individuals working at the site was also a concern, as electricity was used for lighting the dongles.

As of now, the agency plans to expand the dongle-shaped innovation in Kolkata; new schemes are also in the pipeline.

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