Get down at Jhill Mill Metro station in East Delhi and what attracts your eyes is a half-broken billboard. It hasn't broken naturally but is an interesting way to draw attention to Tata Indicom's new pack - Special tariff voucher (STV) 23, wherein the calling benefit is doubled and the expense is reduced to half. Hence the campaign is called 'Aab Adhey Me Ban Jaye Baat'.
The idea behind breaking the 20X8 feet billboard into two halves is to communicate the campaign message that highlights that the customer can get all the benefits at half the cost. Therefore, half of the billboard is upright while the other part is shown falling apart. The upright part displays the message, 'Aab Adhey Me Ban Jaye Baat - 1.2 paise/2 second local/STD'.
Keeping in mind the brand image and perception, MOMS, the out of home division of Madison, planned and executed this campaign using core sites at select locations frequented by the target group (TG).
Commenting on the campaign, Ajit Chaturvedi, hub head, Delhi, Tata Indicom, says, "The objective was to communicate our half rate tariff proposition interestingly and innovatively. For an outdoor campaign, the visual has to be striking to make that critical difference. We simply split the hoarding into two pieces - seemingly simple but hugely effective; high noticeability and 20 per cent increase in product off-take are the results."
The client brief was to promote the half rate scheme through media innovation, clutter breaking thought and unique visibility and thereby build a strong brand connect and perception for the new plan. The metro station location was selected due to its strategic importance as well as the type and volume of traffic that it commands.
Dipankar Sanyal, chief operating officer, MOMS, says, "MOMS is a 'thinking' OOH agency, and that is our key strength in creating difference in our service offering to our clients. We have delivered unique ideas and innovative media applications in the OOH space that are in the best interest of the brands and campaign themes. We strive to create benchmarks and push the limits, campaign after campaign, which are best illustrated with multiple innovative ideas conceptualised and executed for our various clients including Tata Indicom."
The campaign started on August 1 and targets consumers in the age group of 15-55 years. It took around four days to execute the innovation.
"The challenge faced while executing the campaign was to remove the entire structure, erect the half structure with heavy crane, make it trip over the iron platform and keep it fixed there without disturbing and creating nuisance on the road/traffic," adds Sanyal.