Following a pitch process, state-run telecommunications company Bharat Sanchar Nigam Limited (BSNL) has appointed PDM for on-ground promotions of its 3G services. Starting July 1, a two-month pilot (of the promotions) will be rolled out in 15 towns and cities in the north and the east. A second phase, starting September, will see the campaign roll out in more towns and cities.
Sanjay Shukla, National Head, PDM – Brand Activation, said, “The pilot phase will be rolled out on July 1 in Kolkata, Bhubaneswar, Luckow, Patna, Kanpur, Varanasi, Ambala, Karnal, Jalandhar, Shimla, Jaipur, Jodhpur, Udaipur, Dehradun and Agra. The activities will begin simultaneously and end after two months, following which the activities for the remaining towns and cities will roll out.”
PDM has divided these 15 towns and cities in three categories – A, B and C. Kolkata, Lucknow and Jaipur fall in the A category, while Ambala, Karnal and Jalandhar are in the C category. Other cities (as part of the pilot) fall in the B category.
“Through the activities, we will be talking about the benefits of the 3G services to the consumers. In a category A town, we will have two canters going around the city, and also mall activations across four malls on every weekend of the two months. Along with these, we will be promoting them at BSNL Sanchar Haats and mobile stores of Nokia, Samsung, Hot Spot and The Mobile Store. In a category B town, there will be only one canter, and activations at three malls on each weekend,” elaborated Shukla.
Shukla informed that the on-ground promotions will be supported by local print, radio and outdoor advertising. He informed that the telecommunications major would spend close to Rs 6 to 7 crores for the first phase of promotions. “The activations in these 15 towns and cities alone could be pegged at around Rs 4 crores, while the remaining Rs 2 to 3 crores will be used for promoting these on-ground activities in the respective cities.”
Other agencies that were part of the pitch were Euro RSCG, Mudra and Prachar Advertising.