MTS' philanthropic message for women goes outdoor

While the entire nation is trying hard to halt the increasing crime against women, the telecom industry too joins the bandwagon. MTS, telecom service provider, has launched MTS Women MPowered program, which includes a range of benefits for MTS women customers like calling at negative balance, a free pepper spray and the brand has also set up a Vigilance Team that would provide free self defence classes to MTS Women customers opting for this plan. To market the new offer, MTS has rolled out a 360 degree communication campaign, where OOH also played a vital role. The brief given to the agency was to emphasize on "Never be alone with MTS Woman pack”. The idea was to put forward confident Delhi woman in a larger than life image therefore a three dimensional billboard was created near Delhi University, Kamla Nagar in Delhi to spread the message that with MTS,'You are never alone'. The whole site was refurbished to give it a 3 dimensional look, while the screen was created using LED and elements like mannequin and lamppost were procured to create the 3D magic. The execution part was a major challenge because innovation was to attain and hold a mannequin at such height and to further synchronize the lamppost light on the mannequin within a short timeline was a big task. The campaign has been conceptualized by MTS Marketing Communications team along with their creative agency and has been executed by Apex Aim.