Uninor's STD call

Telecom brand Uninor has initiated a strategic OOH campaign in the UP West region to announce STD rates of 25 paisa per minute for its consumers. The rates will encourage rural subscribers to shed their current inhibitions of making long-distance calls.

Mirror-finished vinyl was used on the letters and coin to give it realistic shine. The creative rationale behind this was to emphasize on cheap ('saste') call rates for STD @25 paisa per minute.

The idea was that even if the consumer is unable to read the message while passing by, the coin still reinforces the brand's offer and product perfectly. The innovation has been put up for a month at one of the busiest areas of Meerut to catch eyeballs. Nabendu Bhattacharyya, CEO & MD, Milestone Brandcom, says, "One of the biggest challenges of executing an innovation in UP West market is that 95 per cent of the outdoor sites are non-lit. Our team managed to arrange electricity on the selected site. The other big challenge was to portray the STD calling aspect and highlight calls from UP West going to the rest of the circles across India. And the dipstick study on the impact of this innovation reveals that it was indeed the simple, yet smart execution which was noticed by each and every passerby."

The outdoor campaign is active in six towns with billboards at 14 sites and six traffic signals. Comments KC Narendran, circle business head, Uninor, UP West, "The STD@25p/min outdoor campaign aptly captures the entire thought of the campaign." Rahul Bajpai, marketing head, Uninor says, "We believe in establishing a connect with our audiences through simplistic creative execution which is easily understandable. This campaign has done exactly that."

Uninor is a part of Telnor group, and in India its services are commercially available in six telecom circles, which are each divided into zones. Headquartered in Delhi NCR, Uninor has over 34.4 million subscribers and over 3,000 employees.