Tata Docomo hits a new note with”Open Up

Tata Docomo is at it again, encouraging people to “Open Up through innovation in the outdoor media recently in Kolkata. As we all live in a connected world where we talk, share our thoughts, share music, the brand decided to encourage their customer to open up with music as a part of their promotional campaign.
 
Executed by MOMS, the outdoor advertising agency, the OOH activity has been performed at Safari Park bus shelter in South Kolkata. The theme of music to open up has been well established with the help of Bengal’s folk song as a’Baul’ (mystic minstrels from Bengal) sings with his traditional musical instrument sitting on the bus stop. A group of college students gets attracted by the song and opens up by singing and dancing hearing the Baul’s song. The true spirit of life finds expression by revealing the real self and Tata Docomo has been successful in attracting their TG through such out-of-home activation.
 
Human participation at outdoor has helped the brand in creating a much higher recall and building greater impact for their new brand philosophy “Open Up.