Tata Docomo creates giant laptops on LED screens

Two LED screens were converted into giant laptops with the Tata Docomo Photon Plus device plugged in. The screens will stream live video through YouTube.com or live news channels.

Tata Docomo continues to grab people's attention through innovative out of home (OOH) creatives in a bid to establish the concept of speed with mobility in internet surfing, and also to highlight the signal strength of its high speed internet access devices, Tata Docomo Photon Plus and Photon Max.

This time, the company has executed innovations at strategic junctions in Kolkata, wherein two LED screens have been converted to look like laptops with the Tata Docomo Photon Plus device plugged in it. The 'laptop' screens will stream live videos from YouTube.com and live news channels to showcase the strength of the Photon Max device. The live streaming will be enabled by a promoter, who will actually surf the internet close to the LED screens in a Tata Docomo-branded environment. During this live streaming, the normal advertising on the LED will be stopped and the input will be taken only from the promoter's laptop. A team of promoters will also be present to take in enquiries.

Two 11X8 feet innovations are placed at Technopolis facing Rajarhat, and Karunamoyee facing Sector V in Salt Lake. The creatives are executed by Klik and OOH of Enkon.

Nagananda Holla, head, marketing, WB and NESA, Tata Teleservices, says, 'Our efforts in the branding space are directed to garner top of the mind recall for our product. We intend to focus on new and different ways to communicate our message and this innovation is just tailor-made to highlight the product and its features. The laptops showcase the strength of Tata Docomo Photon Plus and Photon Max.'

The major challenges in execution were creating the look of the laptop key boards on a giant scale, and synchronising the internet feed from a laptop to the LED screen.

The campaign was launched on March 13. The innovations started a week later and will continue for two months.