afaqs!

Tata Docomo creates talking billboard

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | December 26, 2011
The OOH campaign aims to promote Tata Docomo's 'Jeet ki ghanti kabhi bhi baj sakti hai' contest. It uses live and audio-backed billboards.

In a bid to promote Tata Docomo's ongoing contest 'Jeet ki ghanti kabhi bhi baj sakti hai', out of home agency Milestone Brandcom has rolled out an outdoor campaign consisting of audio-backed billboards, along with live bands, across Gujarat, Pune, Madhya Pradesh, Chhattisgarh, Punjab and Maharashtra.

The campaign promotes Tata Docomo's 'Jeet ki ghanti kabhi bhi baj sakti hai' contest, which gives customers a chance to win a bike or a car every hour, every day. While creating engagement with the billboard, it gives the offer and the brand top of mind recall.

The billboards are backed by audio spots played at regular intervals of five minutes. The spots start with a bell, representing the Jeet ki ghanti (winning bell), followed by the announcement of the contest offer. Each billboard occupies about 9,300 square feet of display, placed at high footfall locations and traffic junctions. The agency has also employed a live music band right below some of the ground-level billboards, playing the Jeet ki ghanti tune. Apart from billboards, the campaign also uses pole kiosks with larger-than-life cut outs of the band crew placed below each kiosk.

Nabendu Bhattacharyya, founder and managing director, Milestone Brandcom, comments on the outdoor innovation, "To communicate an offer of this scale, the brand needed special attention; text and image shots could not have done justice to such a magnanimous offer. Therefore, our multi-pronged strategy took the communication out of the television to the next level, creating a talking billboard with a live band, to give the look and feel of a real life celebration on the dynamism of a 'band baaja' party theme."

The challenge was to execute an innovative and impactful campaign using outdoor media, which communicated the message of the contest effectively.

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