MTS blazes on Pune streets

Nine 20-feet MBlaze dongle-shaped innovations have been placed at high footfall areas such as shopping malls, cinema halls, petrol pumps and other popular hang-out zones across Pune.

MTS continues to woo its consumers with interesting outdoor innovations. Recently, the brand has placed nine 20-feet MBlaze dongles at high footfall locations in Pune. The dongles instantly grab attention during the day as well at night, when it is illuminated.

Sandeep Marwaha, chief operating officer, Maharashtra and Goa Circle, MTS India, says, "The campaign has been designed to attract the on-the-go generation in the city and also create an instant connect with the target audience. Accordingly, we have selected popular locations across the city that includes shopping malls, cinema halls, petrol pumps and other popular hang out zones."

The main idea behind the larger than life dongle installation was to project that MTS gives the freedom and control over one's life and better access to information around the world. The large MBlaze dongle has been created to give it a larger than life look. Moreover, these installations are designed to create a buzz in the market, while creating a stronger brand recall.

The innovation is a joint effort between the MTS India team and the agency, Apex Integrated Marketing.

The campaign kicked off in mid-June and will continue for six months. The company is in the process of extending the number of dongle innovations to 15 across Pune.

Speaking about the challenges faced, Marwaha adds, "Whenever one plans outdoor campaigns, the main challenge is to come up with the right concepts. Also, when one gets to execution, it is very important to find the best mix of medium and location."