Task
Creating a successful launch of Airtel in Mumbai.

Challenge
Mumbai cellular market was a developed market with high loyalty towards existing players in BPL Mobile and Orange. Over the years the existing players has made heavy investments in building their brands and were still heavy spenders on outdoor.

Objective
To create a stir and hype and launch with very high decibel noise.

Route
3 teaser campaigns were used to create intrigue. Over 150 billboards and hundreds of unconventional mediums were used. Locations and coverage were planned to maximize reach, considering the high penetration of the category in downtown and high income group audience. To maintain the interest and intrigue, each and every media vehicles were changed overnight with the reveal creative.

Result

Very high footfall in each outlet on the first day itself along with high subscription.

As per clients brand track, 50% of total recall generated from all media was from outdoor alone.

Task
Operation Lighthouse.

Objective

To create awareness for AIDS campaign through the icon Balbit Pasha.

To increase walk-ins in the Sadhan Clinic

To create awareness about the Helpline number and increase the number of calls.

Challenge
The target audience mostly being SEC B & C, conventional outdoor medium and locations, i.e. billboards on popular routes doesn’t reach.

Route
Meticulous planning were required in choosing location as well as the mediums. Locations were chosen with lot probing and research, where the TG can be well reached and available at the right frame of mind. Vehicles, especially for Helpline and Sadhan Clinic chosen depending on readability of the phone number and the time available to read. For Sadhan Clinic, corridors of advertising was created in such a manner that TA can reach the clinic bypassing the embarrassment for asking strangers for direction of the AIDS Clinic.

Result
Outdoor outscored all the other mediums in Response* and Efficiency Index. The number of calls increased by x%, while the walk-ins in the clinic increased by x%.

Source of each and every call was recorded.

Task
Increasing the visibility of Airtel in Bangalore.

Objective
Though OAP was not the AOR for Airtel, their Karnataka circle invited us to change add glitter to their hoarding centric outdoor campaign to a more versatile look and feel.

Challenge
Hutch being a new brand in Karnataka circle, they were outspending Airtel in every nook and corner in Bagalore. It was a mammoth task to create equivalent visibility through regular hoardings, especially competing against the popular and expensive sites bought by Hutch.

Route
To explore and create new media vehicles to break the clutter and attract attention. We have created innovative options like

Branding on conveyer belts at the airport arrival

Branded guide posts outside Airport arrival bay

Branded mobile recharge stations at Railway Station, Bus Stations, hospitals, malls, coffee shops and restaurants

Wi-Fi Airtel counter inside the departure waiting lounge

Information kiosks at Airport

Branded taxis

Branded kiosks for cobblers

Branded theatres

Branded traffic pedestals

And all these initiatives were executed within limited and permissible budgets.

Result
With limited budgets Airtel increased their visibility manifold with not only better spread across the city, but reached out to locations where outdoor or ambient visibility was nil.

Task
To implement a Retail Identity Program (RIP) for Tata Shaktee, manufacturing and selling corrugated GI sheets.

Objective

All the shops should look alike

To increase the visibility of the brand as well as establish the superiority factor

To increase the visibility and trigger usability of the product amongst potential buyers

To help the customer feel the product at the point of purchase, as in any other regular commodity.

Challenge

Implement RIP in 18 shops in 49 days spread across 4 states

Identifying the right shops, managing the logistics and mobilizing human resource across 4 states took 15 days

Finally we were left with clear 34 days for execution.

Route

Choosing the right hub very important for efficient mobilization of resources, managing supreme quality and prices.

The 4 states being Gujarat, Rajasthan, MP and Maharashtra, the hub chosen was Ahmedabad

Result

18 shops completed within 34 days as per the specifications