MTS MBlaze hits the streets

The hoarding is transformed into a 15X15 feet laptop which runs MTS 'Always On' TVC. The screen is created using LED and a big MBlaze dongle with blinking effect, attached to the laptop to give a real feel of the internet experience.

With the change in proposition of MBlaze from 'High Speed Internet' to 'Always On', MTS has executed a laptop innovation as a part of its out of home (OOH) campaign to promote the proposition further in an extension to the existing television commercial.

Focussing on the key features of the product, the hoarding is transformed into a 15X15 feet laptop that runs MTS 'Always On' TVC. A big MBlaze dongle with blinking effect is attached to the laptop, which has an LED screen, to give it a real feel of the internet experience. The keyboard is backlit to enhance the feel of the laptop.

The interesting part of the innovation is that both the screen and the keyboard are made on the flat plane of the hoarding. However, the laptop is made in such a way that it gives a 3D effect, as if the keyboard is separately attached to the screen.

"The innovation is part of our national campaign 'Always On' featuring Shraddha Sharma and Anupam Mukerji for our latest 'Unlimited Social Media'. Taking the core insight of the campaign, our brief to the agency was clearly aimed to highlight the power of social media in today's network and inter-connected world, where individuals are no longer bound by constraints of geography, where everyone has the power to be what he or she chooses to be," says Arvind Kumar, chief operating officer, UP East and UP West Circles, MTS India.

The major challenge in execution of the innovation was the installation of the LED screen amid heavy rains and as well as its protection from water, along with the permissions from government bodies to execute the innovation.

The outdoor campaign is an insight taken from the national campaign 'Always On' that talks about the real life stories of two ordinary individuals - Shraddha Sharma and Anupam Mukerji - who leveraged the power of social media to earn huge followers, fans, fame and success.

The innovation has been installed at Mahanagar Crossing in Lucknow, Uttar Pradesh. It is executed by Madhulika Advertising and Publicity Services (MAPS), Lucknow. The campaign started on August 2, and will continue for one month.

The company plans to execute more such innovations across the state.