Tata Docomo joins the Rath Yatra bandwagon

Around 15 lakh people visit Puri every year during the Rathayatra festival, where more than 1.5 million people from different parts of the country can get exposed to a brand at a time.  Quite obviously this mega event offers lot of opportunities to brands to showcase their presence and tap potential customers.

The latest to have joined the Rath Yatra bandwagon to demonstrate its product portfolio is Tata Docomo. The telecom brand, to mark its presence across every part of Orissa, commissioned an OOH campaign at different cities such as Bhubaneswar, Puri and Nimapada during the Rath Yatra festival. Executed by MOMS, the campaign used various formats of outdoor including hoardings, road side kiosks, dhaba branding and Police Assistance Booth branding.

The Police assistance booth branding basically helped in developing an emotional connect and ensuring presence at the most visible vantage points in the Rath Yatra route. Support from the Puri District Police helped the agency in executing the booth branding work effectively.  The campaign created an impactful branding by elevating brand recall and saliency. It also helped the brand in creating a unique association with their distributors, retailers and customers, thus reinforcing brand loyalty.