Uninor targets tea stalls and dhabas for STV5

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | July 30, 2012
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The out of home campaign has used more than 250 large and small formats including hoardings, posters, banners and buntings, along with branding of paper tea cups and walls in more than 200 tea stalls and dhabas across the main markets of Uttar Pradesh West circle.

Uninor is running an extensive out of home (OOH) campaign across the main markets of Uttar Pradesh West circle to promote its product, STV 5, also called Chhota Bond, which offers a national talk time of 12 minutes or 720 seconds at Rs 5, valid for one day.

The campaign has been executed over 250 large and small formats including hoardings, posters, banners and buntings, supported by advertisements in mainlines. The brand has also utilised more than 200 tea stalls and dhabas on highways and main towns across the region to promote the product, wherein it has branded the paper tea cups and walls at the tea stalls in the blue colour Uninor logo, with the message, 'Rs 5 Mein paiye 720 second/local or STD'.

Branding of tea cups was done to link the cost of a cup of tea with the product, promoting the message that Uninor offers low-priced plans such as the STV 5 that offers calls at the price point of a cup of tea.

The OOH campaign has been executed by DDB Mudra Max in the main towns of UP West - Agra, Bareilly, Meerut and Dehradun. It kicked off from the second week of July and will continue till the end of August.

The campaign is based on Uninor's philosophy of putting its customers first by offering them quality services and value for money products, while acting as a medium that would enable them to communicate their message.

K C Narendran, circle business head, UP West circle, Uninor, says, "OOH campaign really gives any brand a unique opportunity to create impact with engaging communication and enhances the brand visibility in the highly cluttered markets. While most other brands in the telecom sector have relied on celebrities to do the talking, Uninor has consciously kept away from the brand ambassadors, letting regular youth take the message across. In fact, the company has used OOH quite effectively to gain a strong brand recall in various markets."

Speaking on the campaign Jagriti Kohli, deputy general manager, DDB MudraMax shares, "The latest campaign for Uninor is a perfect example of going 'Glocal'with our ideas. The tea cup branding idea was simple, with a huge mass connect and appeal for the Rs 5 STV campaign. Rs 5 for a cup of tea-Rs 5 for a Uninor recharge-instant connect for the brand proposition on offer with the brand's core TG."

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