Photon takes robotic course

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | July 23, 2012
The dongle-shaped robot was fitted on a movable platform that was operated by the promoter from behind the curtains.

It stops when you stop, walks when you walk, goes left, goes right. You stop and look at it with a little amazement, it starts making circular movements around you! Tata Photon's Photon Robot amazed mall visitors and increased buzz around the brand at two malls in Pune.

Anupam Verma

Visitors at Central Mall and Kumar Pacific Mall in Pune were amazed to see a Photon following and moving around them. In a bid to generate business and at the same time, to increase buzz around the brand, the moving Photon innovation was executed by OOH agency Milestone Brandcom and Fabricated by Yash Industries.

A three feet dongle-shaped robot was fitted on a movable platform with wheels. It targeted the customers and started following them. Whenever a prospective customer of Photon Plus entered the mall, the Photon robot started following him/her. The robot was operated by a promoter behind the curtains and after a few minutes of this game, the promoter came out of hiding to greet the customer, explain the features of Photon and take requests for demo at their doorsteps. The robot was backed by the simple technology that is used to control toy cars.

Speaking on the innovation, Anupam Verma, chief operating officer, Tata Teleservices, Maharashtra, says, "We believe in doing innovation as a key differentiator to establish the product proposition in the market. Photon Robot is a smart way to attract the attention of the consumers. The moving Photon created a surprise element among the shoppers at two leading malls in Pune. In this case, the innovation was carried out in an unconventional way."

The activation started in the first week of July and was carried out for two weeks.

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