Idea Cellular’s disruptive OOH campaign in Punjab creates the right buzz

Idea Cellular made outdoor the key constituent of its media mix to communicate the evolved idea in a progressive telecom service circle like Punjab. The OOH campaign was launched in December 19, 2008.

Speaking on the campaign, Arminio Ribeiro, CEO Platinum Outdoor, said, “The role of outdoor was to create rapid awareness as well as build the visual continuum across the media to create an all round impact in an innovative fashion keeping in mind the media limitation across Punjab, specially Chandigarh, Mohali and Punchkula.”

Platinum Outdoor, an independent OOH unit of Madison World, and the incumbent agency of Spice Telecom that was recently acquired by Idea Cellular, was entrusted to plan and execute the launch during the transition phase in 72 markets across Punjab. MOMS Outdoor Media Solutions, another independent OOH unit of Madison World, is the official empanelled OOH agency for Idea Cellular.

“The OOH agency adopted a disruptive approach in the planning and execution of the campaign as it was important to drive eyeballs and impact in this era of clutter and momentary attention spans,” said Ribeiro.

This fact has been demonstrated through installation of a large LED at the main utility format at Sector 34 at Chandigarh. It’s the first time an LED display has been put up in Punjab for OOH use. Another example was the disruption brought about through ‘movement’ as depicted in the ‘Windmill’ and ‘Bridge’ communication subjects.

Gour Gupta, COO, Platinum Outdoor, said, “It has been the endeavour of Platinum to ensure to time lines and near perfect response time. We ensured that all resources were used at the optimum level ensuring a perfect launch for Idea.”