Primesite rolls out show-stopper campaign for 'Aircel's Music Connect Service'

Primesite, Mudra MAX's out-of-home (OOH) solutions unit has come up with yet another innovative campaign for Aircel, India’s leading GSM Mobile service operator. The campaign executes Aircel’s first of its kind “Music Connect” launch, a dynamic VAS with its vibrant social experience. 

The creative which reads ‘Share While You Listen’ kicked off on 21st May’10. The aim behind this campaign was to convey about its new concepts in terms of Mobile Value Added Services (M-VAS) which provide its users an option to subscribe and share the song one’s listening to with their friends through most popular social networking sites Facebook and Twitter. 

Placed strategically on prominent and busy roads, the campaign has been carried out in Mumbai. Primesite has also brought this idea alive through a 40x20 billboard at the Mahim junction causeway creating backlit boxes, neon tubing and acrylic boxes to portray Aircel’s Music Connect Service thus giving it a realistic feel. The campaign has been aptly targeted to young music loving freaks thereby allowing one to describe his/her behaviour/mood through popular social networking sites. The execution also talks about its simple application on Aircel MOC (music-on-call), wherein the users require dialing & pressing #, thus updating their Facebook status with the songs. 

Commenting on the campaign, Mandeep Malhotra, Senior Vice President said, “Creating disruption and innovation has become hygiene for Aircel. Brands constant innovative nature proves the seriousness of Aircel in the usage of OOH. It also becomes inevident for telecom to be disruptive in an over cluttered category. Our communication strategy for this was to convey about its fun and exciting way of updating ones status on facebook. The innovation we created will surely be able to draw huge audiences at a fraction and thus help youth connect with their friends.” 

About Primesite
Primesite, a unit of Mudra MAX, specializes in out-of-home services which include conventional outdoor, ambient and unconventional media. It has the most extensive nationwide network covering over 600 markets. 

Primesite’s clients include Aircel, Pepsi, Reebok, HT, Jet Airways, Reliance Capital and Amway among others.