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MUMBAI: Primesite, Mudra MAX?s out-of-home solutions unit, recently executed an inventive campaign for AIRCEL, India?s fifth-largest GSM mobile service operator. The campaign ?Pay per Second? conveys the humble paisa as the new rupee and a short second as the new minute. Aircel chose to take this new billing option to its subscribers by means of an effective outdoor campaign. The essence of the campaign is, ?With per second pulse rate a subscriber will only pay for what he/she uses?.
Primesite has executed this ?Pay per Second? OOH campaign for Aircel across cities. This campaign attempts to break the clutter and also create buzz in the market. The innovative hoarding brings alive this idea by depicting a huge cake, of which a slice slides out automatically to show that a consumer can now pay for just what s/he consumes. This hoarding has been placed at the high traffic Mahim Causeway in Mumbai.
Primesite has always been consistent in doing innovations for Aircel since its national launch beginning with its ?World of Possibilities? brand theme campaign. This campaign, featuring Aircel?s brand ambassador MS Dhoni, was projected on the Gateway of India, thus launching Aircel with a bang. To follow on, a CSR driven initiative was executed during the monsoon, wherein a hoarding was erected with an inflated raft at Milan Subway in Santa Cruz, keeping in mind the deluge which ensues during the rains.
The boat was a tremendous hit as it was actually used by commuters stranded by the floods during the monsoon, who used it to row to safety. This campaign witnessed a robust viral and print buzz which praised the unique idea and therefore, boosted Aircel?s visibility and credibility. Other notable innovations done included rotating cards on mobile vans for the ?Unlimited Dialer Tune? campaign, a moving handset for a new product launch for ?My Aircel? and a live Score board on a mobile hoarding during IPL.
Commenting on the campaign, Mandeep Malhotra, Senior Vice President said, ?We are very happy to have a client like Aircel who were open to our ideas and always helped us in enhancing our spirit. Primesite has attempted to create memorable flashes for Aircel, thus building high recall and a strong association for the brand.?
