MTS Mblaze Ultra: Message in black

The telecom company has launched a two-month OOH campaign in the Pink City to promote its mobile broadband service, Mblaze Ultra.

MTS, the telecom company that has Bollywood actor Imran Khan as its brand ambassador, has launched an out of home campaign in the Pink City, Jaipur, to promote its mobile broadband service, MTS Mblaze Ultra, which provides high speed mobile internet.

The company has erected a 30 feetX15 feet billboard at the 22 Godam Flyover that showcases a cut out of Khan dressed in red and white (the colours of the MTS logo) against a black background, cruising along on a dongle-shaped skateboard, which is the MTS Mblaze Ultra device. The billboard conveys the message, 'Speed up your internet experience with Mblaze Ultra'. It also displays icons of social media networking sites such as Twitter, Facebook, Yahoo! and others. The icons are fitted to a timer device such that they flash one after another.

Waterproof LED modules are used in the icons to enlarge the light effect. To create maximum impact, black out vinyl has been used, with all the cut outs placed behind the flex.

Conceptualised by MTS' marketing communications team and its creative agency Rediffusion-Y&R, the campaign was executed by N S Publicity.

The location was selected as it is one of the busiest areas in Jaipur and the major challenge was to display the complete innovation to the public in a time frame of three-four seconds. Hence it was a key task to set the timer of icons flashing one after another within the available slot.

Sandeep Yadav, chief operating officer, Rajasthan Circle, MTS India, says, "The youth today wants to stay connected with friends all the time. The social media presence is a key element of one's personality. It is here that MBlaze Ultra provides the users an ultimate experience to access the world of internet."

He adds that the brief to the agency was to showcase the power of MBlaze Ultra powering the internet universe and also focus on the sense of connectivity using social media. A distinct approach in terms of creativity was required to represent a complete solution for all internet needs.

The two-month campaign that began on December 25, 2012 is restricted to Jaipur as the product is only available there as of now.

MTS aims to target heavy internet users and compulsive internet users. It plans to come up with road shows in the region to reach out to its target audience.

MTS is a part of Russia-based Sistema that was incorporated in 1993. Headquartered in Gurgaon in India, MTS India has already invested more than USD 3.2 billion in expanding its telecom network across the country. It has more than 1,200 branded retail stores across India and engages customers through a retail universe of more than 3,00,000 outlets.