Saif Sayed, New Delhi
In a very unique and one of a kind campaign in the BFSI segment, Times Card has decided to wrap the Mumbai Metro in its own colours. Launched in September 2015, the “Do of more of what you love” campaign is gaining eyeballs with its simple brand messaging and catchy conversations playing inside the train. Times Card, since its launch in February 2012 has been leading the entertainment co branded card pack with amazing offers in the dining and movies space across 9 key markets in India. The card offers 25% discount on movies booked via the card as well as over 20% discount across over a 1000 dining outlets.
With nearly 3 lac customers on boarded daily, it is fast expanding its breadth across markets and gaining significant traction in the young professionals, 25-34 year segment. The Times Card audience belongs to an urban landscape and hence the card showcases offers that they aspire for. The first leg of the OOH campaign has been initiated in Mumbai in the Andheri to Ghatkopar metro where there will be multiple voice messages about the brand attributes and offers.
Speaking about the campaign, Archana Vohra, Vice President and Business Head, Times Internet, said that the campaign is derived from customer feedback that while they enjoy all the fun things like eating out, movies and shopping they often land up over spending on these.
“Times Card is a Young Turk card that offers great dining and movie deals. It’s aimed at giving discerning customers a bang for their buck by allowing them to do more or spend more on what they love without feeling guilty. The card is built around entertainment privileges in the city and aims at making a whole lot of places in the city accessible via best in class deals,” she adds.
“Partnering with The Times Card for their campaign in Mumbai has given us an opportunity to plan, execute and showcase a `New Age` OOH initiative. The use of Mumbai Metro Train Wraps and large format Billboards ensured high impact at two pivotal nodes :Nariman Point in the South and Andheri in the West. Mumbai Bus Queue Shelters and Dynamic Digital Screens In Metro Stations panels reinforced the vivid creative message with High Frequency across the length of Mumbai. And finally Audio Branding inside Metro Trains completed the 360 Degree surround-the-consumer initiative” said Chief Revenue Officer & Head alternate Media.