Tata Docomo spins the wheel

By Devesh Gupta , afaqs!, New Delhi | In OOH News | April 04, 2014
The telecom brand has put up a larger-than-life wheel structure, similar to the one at the Sun Temple in Konark, on a large format hoarding in Bhubaneshwar.

Tata Docomo has launched a three-month out of home campaign in Odisha to communicate the network's expansion and launch its value-for-money innovative products in the state. As a part of the campaign, the brand has put up a dazzling replica of the famous wheel of the Sun Temple at Konark on a large format hoarding in Bhubaneshwar.

Tata Docomo's campaign in Odisha

The underlying message is to communicate the network's reach across the state and availability of products in all 30 districts.

The outdoor agency, Moms has put up a giant rotating wheel cut out on a large format hoarding (50 ft x 15 ft) at the crossing of Jaydev Vihar. Small round glass pieces are pasted on the wheel, which reflect light and create high impact. Also, a back-lit tower representing a BTS shows transmission. The tower, along with the Tata Docomo logo in multiple colours, is made of LED lights which blink for added effect.

The wheel is designed to sustain heavy wind pressure. It is made of board instead of iron frames to reduce weight. It has a diameter of 12 ft, with 500+ small mirrors fitted on its spokes.

The creative for the campaign is designed by FCB Ulka Advertising and the innovation has been put up only in Bhubaneshwar, though the campaign is extended to eight other cities including 29 locations.

Speaking about the innovation, Ashok Ghose, MBU head, East, Tata Teleservices, says, "We believe in doing innovation as a differentiator to establish the product proposition in the market. This innovation is a smart execution to attract the attention of the consumers and at the same time communicate the network strength of Tata Docomo in the Odisha market."

The main challenge in the execution of the creative lay in obtaining permission from the municipal authorities, the size of the hoarding making it risky to carry and install the structure on top of the hoarding site. Also, the movement of the wheel posed a problem due to voltage fluctuations.

The Jaydev Vihar area was chosen because it is a very upmarket area, a busy intersection and also because it connects all major IT parks, corporate houses and posh residential apartments.

Odisha is one of the high growth markets for Tata Docomo. It claims to have a growing business in the state and the company's data business, led by Tata Docomo Photon, has a 40 per cent market share in the state.

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