Tata Docomo: Heavy promotion, literally!

The innovation for the company, sized 35'X20', weighs more than 300 kg

MOMS Outdoor Media Solutions, the outdoor arm of Madison, has conceptualised and executed an innovation for Tata Docomo. The innovation promotes Tata Docomo's 'Pay per site' plan. The 35'X40' cut out weighs more than 300 kg and is located at a prime site in the heart of India's IT hub, Bengaluru.

Tata Docomo recently rolled out a TVC designed by its creative agency, Draft FCB Ulka. The idea for the TVC, Loves just one thing, is echoed in the out of home innovation designed by MOMS Outdoor Media Solutions.

"The cut out fabrication needed to be planned well in advance and we also had to ensure that the billboard could hold the weight of the cut out - adding to the fact that it was constantly raining during the installation," says Dipankar Sanyal, chief operating officer, MOMS.

The agency took about five days for the fabrication of the cut out on a 40'X40'billboard.

This innovation has been executed at only one site, located on the Cantonment Station Road, just before the railway station, at Bengaluru. The high traffic junction attracts heavy corporate traffic and is also close to many colleges and youth hangouts.

"The innovation was decided and finalised keeping this site in mind as it had the requisite target group and made communication so much more relevant," Sanyal adds.

It is also learnt that an innovation like this is done at estimated price of Rs 1-1.5 lakh.

The agency executed the innovation only in Bengaluru as it is the IT hub of the country and the Tata Docomo's plan mainly targets the software engineers.

For the record, MOMS was empanelled by Tata Teleservices as its OOH agency of record in 2009 and since then, the agency has been planning, buying and executing outdoor media solutions for the company.