Uninor Advertising Campain In India

By: Jimit Shah | Views: 4339 | Date: 05-Jul-2010

Uninor has interestingly opted to stay away from the celebrity endorser route being adopted by most telecom brands today.


Brand: Uninor
Product: GSM Telecom provider
Medium: TVC
Agency: Leo Burnett
National creative director: KV Sridhar
Creative directors: Abhinav Tripathi, Geetu Kashyap Production house: Rising Sun
Director: Shoojit Sircar
Producer: Ronnie Lahiri
Client servicing: Loveleen Raina
Produced by Rising Sun
Directed by Shoojit Sircar

Storyboard:
This campaign is a series of commercials showing youngsters on the threshold of a change in their lives, saying Ab Mera Number Hai. So you see a librarian, a female cricketer, a new immigrant to Mumbai and a man on his first day to work  saying An Mera Number Hai. The implication being that their time has come now for greater things.

Behind the scenes:
Uninor has interestingly opted to stay away from the celebrity endorser route being adopted by most telecom brands today. To quote Loveleen Raina, business unit head, Leo Burnett, "We want this brand to be placed in young people’s everyday lives and play an active role in them achieving their ambitions. We want it to be a brand that is inspirational more than aspirational. So we have not allowed ourselves to be bogged down by the clichés of the industry like good looking models, expensive foreign locations or high profile celebrities. Our view of the young is clear – they are their own heroes and role models and they appreciate honest and straight talk."

Gyaan:
Uninor is a joint venture between real estate giant Unitech and Norway based Telenor, and was launched on December 4 simultaneously in Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Uttar Pradesh, Bihar and Jharkhand. The mobile service is spread over 1000 distributors and available to customers from about 1000 points of sale. About 12000 base stations have been setup to support Uninor India in seven telecom circles. To quote Jon Fredrik Baksaas, CEO of the Telenor Group, "By providing quality mobile services, I strongly believe that Uninor India will bring about a significant and positive impact in the daily lives of its customers.” Uninor India has unveiled two call rate plans. These plans Call more at 29 paise and Talk more at 29 paise, have been claimed by the company to be the cheapest in the market. The company claims that they would benefit both, those who make more than four calls a day and those who make long calls in a day.The campaign is a 360 degree one, including print and outdoor.

Uninor entered into an advertising pact with the Bengaluru International Airport Ltd (BIAL) to showcase its ads at strategic locations within the airport premises. It is claimed to be the first time that a company has put up a 297 x 1.6 board in any airport across the country. To quote Frederic Brun, COO - Airport, JCDecaux Advertising India Pvt Ltd, “In our constant endeavour to innovate and set new benchmarks in the Indian airport advertising space, we at JCDecaux have once again created a landmark site at BIAL – the largest ever done at any airport in the country – for our client Uninor. This unique and amazing medium spread across 297 ft, made of self adhesive vinyl has been strategically placed above the check-in counters for one month to provide unmatched visibility at the occasion of the launch of their GSM service in Karnataka.”

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Comments
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