Vodafone targets large migrant population in Delhi NCR
By Bhawana Anand - December 15, 2014
Along with conventional billboards, transit media was used in a major way for the campaign.
Telecom brand Vodafone rolled out an extensive OOH campaign in Delhi NCR to promote its new tariff offer of 40p/min STD calling, mainly targeting the large migrant population in the capital city and surrounding areas. The telecom brand created cluster branding at key locations where the concentration of migrant population is extremely high, such as, railway stations, Delhi Metro stations, bus stands, among others. Along with conventional billboards, transit media was used in a major way for the campaign. An innovation was also created at the traffic booth in the Seelampur area of Delhi to spread the message. The formats used were:
- Billboards/unipoles: 19 large format sites spread across north and east Delhi (areas like Model Town, Seelampur, Ghaziabad).
- Transit media: Glow sign boards and pillar branding on platforms of New Delhi and H Nizamuddin railway stations and Inter-State Bus Terminal (ISBT).
- Auto branding: 400 autos operating around Anand Vihar, Delhi railway station and New Delhi railway station were branded.
- Inside Metro train branding: Covering the stretch from Indraprastha, Jehangirpuri, Civil Lines to Gurgaon (Yellow Line).
The communication to the TG was direct, keeping in the view the particular demographic profile.
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