National News

Airtel: Painting the region RED

June, 2012 Bureau, New Delhi

In the past one month Airtel has been the most visible brand in the OOH space. The brand which was lying a bit low since last 2 quarters is now all over the region. It has recently launched 3 major campaigns; Any Time Net(ATN) in Mumbai, Aapla pack in Rest of Maharashtra circle and Free Roaming in Mumbai and Rest of Maharashtra.

Madison Media OOH, the AOR agency has executed the campaigns in more than 210 towns across the state using various media vehicles like hoardings, bus shelters, building wraps, trains, full bus wraps etc.

"The campaigns needed to reach across various strata of the TG hence the media used in every campaign had a specific purpose eg. In the ATN campaign we focused on transit media since the consumers in Mumbai are always on the move. The use of buses, trains and bus shelters was pre dominant. Similarly in the Free Roaming campaign we picked Gujarati dominated areas
in Mumbai like Ghatkopar, Borivali etc. and announced that the roaming is free if they travel to Gujarat using an Airtel number. This focused approach in each campaign has worked well for us and the client is happy with their TOM recall soaring high" says, Niraj Ved, Regional Director, Madison Media OOH.

The ATN campaign was targeted towards the upwardly mobile youth and corporate who need internet on their mobile phones anytime anywhere. The creative used also showed the people are happy using internet on their mobiles in uncomfortable places like in a crowded trains or buses. It was executed in Mumbai.

The Aapla Pack campaign is one of the biggest campaigns launched by Airtel in last 2 years in upcountry Maharashtra. It was executed in more than 210 towns. The campaign announcing a new plan where only 1 paisa is charged for every 2 seconds talk time, is targeted towards the masses. Since the main congregation points in smaller towns are market places or state transport bus stands, the media in that location was used for its visibility across the main highways and important rural roads.

The Free Roaming campaign was announced to show Airtel's commitment to the Maharashtra circle in terms of investment and leadership position. Campaign was done to target the roaming population and make them aware that Airtel offers FREE roaming between Mumbai, Maharahstra and Gujarat circles which are the most busy travel routes in the region. Specific locations were targeted on the highways and key incoming and outgoing routes from Mumbai, like the Mumbai Pune expressway and the Mumbai Gujarat Highway along with the Gujarati pockets inside Mumbai like Matunga East, Ghatkopar, Borivali, Kandivali etc. Even the main ST stands on the Mumbai Pune route played the free roaming jingles to increase awareness amongst the travelling TG.

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