Blue Bot on the move

The backlit 3D icons of the Blue Android Bot, Google Play, YouTube and Google+ are mounted on the bus queue shelter roof at 10 locations across Delhi.

In a bid to promote its 3G services, Reliance Communications has launched an outdoor campaign that urges smartphone users to switch to android on Reliance 3G to enjoy the fastest smartphone experience.

This branding is in line with the company's mainline campaign that promotes the two-year collaboration with Google to exclusively market android devices in India.

The campaign has been executed on bus queue shelters (BQS) in Delhi, where 3D icons of the Blue Android Bot, Google Play, YouTube and Google+ are mounted on the shelter roof to enhance the visual impact of the creative, and grab attention of commuters and vehicular traffic.

Inside the BQS, regular creatives that feature a blue android image with the copy, 'Switch to Android on Reliance 3G', are displayed. The icons are backlit with special tubes that illuminate the 3D icons in the evening.

Executed by out of home agency JCDecaux at 10 locations across South, East and West Delhi, the sites were strategically selected to offer a perfect platform to reach out to the target group.

Dipankar Chatterjee, chief operation officer, street furniture, JCDecaux India, says, "The locations have been strategically spread across the city to provide an effective reach to the campaign and generate top of the mind recall with innovative displays deployed on all the sites taken by Reliance."

The ongoing campaign kicked off during the first week of September and will continue for two months.

The 10 shelters are located at Dwarka, Rajouri Garden, Mayur Vihar, Modi Mill, AIIMS, Dhaula Kuan, Karol Bagh and IIT, among others.