MTS, the telecom company that has Bollywood actor Imran Khan as its brand ambassador, has launched an out of home campaign in the Pink City, Jaipur, to promote its mobile broadband service, MTS Mblaze Ultra, which provides high speed mobile internet.
Waterproof LED modules are used in the icons to enlarge the light effect. To create maximum impact, black out vinyl has been used, with all the cut outs placed behind the flex.
Conceptualised by MTS' marketing communications team and its creative agency Rediffusion-Y&R, the campaign was executed by N S Publicity.
The location was selected as it is one of the busiest areas in Jaipur and the major challenge was to display the complete innovation to the public in a time frame of three-four seconds. Hence it was a key task to set the timer of icons flashing one after another within the available slot.
He adds that the brief to the agency was to showcase the power of MBlaze Ultra powering the internet universe and also focus on the sense of connectivity using social media. A distinct approach in terms of creativity was required to represent a complete solution for all internet needs.
The two-month campaign that began on December 25, 2012 is restricted to Jaipur as the product is only available there as of now.
MTS aims to target heavy internet users and compulsive internet users. It plans to come up with road shows in the region to reach out to its target audience.
MTS is a part of Russia-based Sistema that was incorporated in 1993. Headquartered in Gurgaon in India, MTS India has already invested more than USD 3.2 billion in expanding its telecom network across the country. It has more than 1,200 branded retail stores across India and engages customers through a retail universe of more than 3,00,000 outlets.