Times Card creates a buzz through Mumbai Metro

As part of a unique campaign in the BFSI segment, Times Card has launched its outdoor campaign with Mumbai Metro from this month. The campaign named as “Do more of what you love, is already gaining eyeballs with its simple brand messaging and catchy conversations playing inside the train.
 
With nearly 3 lakh commuters on a daily basis, it is aimed at fast expanding its breadth across markets and gaining significant traction with young professionals under 25-34 year old segment. The Times Card, launched in February, 2012, is a co branded entertainment card pack with offers in the dining and movies space across 9 key markets in India. The card offers 25% discount on movies booked via the card as well as over 20% discount across 1000 plus dining outlets.

On the product and outdoor initiatives handled by Times OOH, Archana Vohra, Vice President and Business Head, Times Internet, said, “Times Card is a Young Turk card that offers great dining and movie deals. It is aimed at giving discerning customers good deals and entertainment privileges. Our audience belongs to an urban landscape and hence the card showcases offers that they aspire for. The first leg of the OOH campaign has been initiated from Andheri to Ghatkopar Metro where there will be multiple voice messages about the brand attributes and offers.

“Partnering with The Times Card for their campaign in Mumbai has given us an opportunity to plan, execute and showcase a ‘New Age’ OOH initiative. The use of Mumbai Metro Train Wraps and large format billboards ensured high impact at two pivotal modes : Nariman Point in the South and Andheri in the West. Mumbai Bus Queue Shelters and Dynamic Digital Screens in Metro Stations panels reinforced the vivid creative message with high frequency across the length of Mumbai. And finally audio branding inside Metro Trains completed the 360 degree surround-the-consumer initiative said Chief Revenue Officer and Head, Alternate Media, who executed the campaign.