Sandeep Marwaha, chief operating officer, Maharashtra and Goa Circle, MTS India, says, "The campaign has been designed to attract the on-the-go generation in the city and also create an instant connect with the target audience. Accordingly, we have selected popular locations across the city that includes shopping malls, cinema halls, petrol pumps and other popular hang out zones."
The main idea behind the larger than life dongle installation was to project that MTS gives the freedom and control over one's life and better access to information around the world. The large MBlaze dongle has been created to give it a larger than life look. Moreover, these installations are designed to create a buzz in the market, while creating a stronger brand recall.
The campaign kicked off in mid-June and will continue for six months. The company is in the process of extending the number of dongle innovations to 15 across Pune.
Speaking about the challenges faced, Marwaha adds, "Whenever one plans outdoor campaigns, the main challenge is to come up with the right concepts. Also, when one gets to execution, it is very important to find the best mix of medium and location."