Bengaluru : Tata Photon Plus, mobile broadband service which allows customers to stay connected-not only for mails, but also for downloads, large file uploads, photo sharing, etc has come up with innovative method of high visibility where apart from using regular branding space, a voice over branding/jingle of Tata Photon Get Speed, Get Time shall be played in Meru Cabs across Bangalore. Taxi media and especially Meru Cabs was identified as a key driver of visibility purely because they travel across length & breadth of city and deliver high visibility at important touch points such as airports, residential complexes, business districts, markets etc. Also these cabs can be seen in those parts of the city where hoardings and other forms of outdoor advertising is prohibited, thereby giving this form of advertising an upper hand.

Background

In today’s fast moving world, where people spend endless hours at work just because they find it difficult to spend time for themselves and with their loved ones. This campaign captures an emotional space in the consumer’s mind. What happens when one gets speed on hand? It translates into getting things done faster within stipulated timelines or maybe even before and therefore more time on hand to do get a life; doing something that one loves doing! Time is the new luxury for this generation and the most precious commodity in their lives, therefore the thought of Get Speed, Get Time – the opportunity to get more time for life.

Innovation

This is a first of its kind of unique initiative in India where a campaign jingle of Tata Photon Get Speed, Get Time is played as soon as the passenger enters the cab and the fare meter is turned on while the jingle is played again when the journey ends and passenger bill is generated. This is the most unique way that the concept of ‘cabvertising’ has been utilised to convey the brand’s proposition and messaging across the passenger segment which is our captive target audience. This exercise has been replicated across all the 800 Meru cabs in Bangalore.

“Product and its unique branding innovation like this is the creation and subsequent introduction of a service which directly catches the attention of customers at one go. With this branding exercise done on and with Meru cabs the challenge was to depict the message of Get Speed, Get Time effectively, by breaking through the everyday humdrum way of advertising,” Mr Sanjeev Khera, Regional Head – South Hub & Chief Operating Officer, Karnataka Circle said.

“Meru fleet has increased substantially over the last few years and the heavy traffic conditions on the roads make them a good vehicle for dynamic visibility. In a city like Bangalore where radio cabs have become a preferred mode of transportation, Meru cabs is now chosen as the most suitable form of advertising. As far as our jingle innovation is concerned, the drive time in the cab becomes the best time for us to engage with the customers,” he added.

Results

Till now, this branding and unique voice over branding has received a phenomenal response from our customers across this segment.