Square Circle Outdoors executes OOH campaign for Tata Photon+

Tata Teleservices Maharashtra Ltd (TTML), which recently launched its Tata Photon+ service in Nagpur, has unveiled an innovative campaign to support the launch. The campaign, executed by Square Circle Outdoors, can be see at locations like Tuli Mall, Shankar Nagar, Rahate Colony, and Eternity Mall in Nagpur.

Speaking on the initiative, Rajesh Puri, President-Operations, Tata Teleservices (Maharashtra) Ltd, explained, “With the rise of Internet penetration in India, the awareness of and demand for wireless Internet connectivity is increasing rapidly, and with computer and laptop sales showing exponential growth, there is a huge demand for wireless high-speed Internet access. Tata Photon+ is ideally suited to meet these requirements. As market leaders in the wireless data connectivity space with our pioneering Plug2Surf products, Tata Indicom understands the data needs of its customers, and with Photon+ we are confident of satisfying the challenging data communication requirements of our customers.”

Shashank Pore, General Manager, Marketing, TTML, added here, “In addition to the regular mass media collaterals like press ads and radio jingles, we rolled out a complete 360-degree campaign for Tata Photon+. The launch campaign was designed to depict a take-off from a launch pad, denoting very high speeds. Conventional media like high visibility hoardings across the city, unconventional media like mobile vans and backlits have been implemented to increase awareness in the city of Nagpur.”

Speaking on the campaign, Sanjay Malkani, GM – West, Square Circle Outdoors, said, “The brief was to announce the launch of Tata Photon+ in a high decibel way. The media selection was done keeping the TG in mind and sites were strategically placed on the arterial routes of the city, with huge backlit cutouts of the USB on the billboards and mobile vans, which made them stand out. The mobile van was placed in commercial areas to induce trial. To capture the leisure time of the TG, we branded the entry of malls with ‘One way, one vision’ and huge facades, which in turn led to create a surround effect for the TG.”