Tata Photon wires B'lore to biggest ever aerial ad

To create a flutter about Tata Photon, Tata Teleservices Limited has unfurled what is believed to be among the largest aerial banners in the ad history of India. The mammoth airborne banner flapped above the M Chinnaswammy Stadium, during an IPL cricketainment spectacle, and at other prominent Bangalore locations, on March 25.

The mission to reach a new high in ad utterance involved the collaboration of three agencies: Atin Promotions & Advertising, Hyderabad; SKY Ads Pvt. Ltd., Chandigarh; and Platinum Space, Chennai.

Atin Gupta, a partner in Atin Promotions, has told the media that the campaign whetted the curiosity of people to such an extent that they scanned the skies, looking for the combination billboard. A parallel radio campaign bolstered the excitement.

Sanjeev Khera, regional Head (south & circle operating officer) Karnataka Circle, has been quoted as saying, "Tata Photon Plus was seen speeding up to the sky and it is a proud moment for all, considering that for the first time ever that such a form of advertising took place for any brand in the city of Bangalore." He has said that the concept of aerial advertising was "brilliant" as there was no other way to capture the imagination of people other than by doing something "remarkably BIG". He said it was a strategic decision to use the opportunity to enhance the visibility of the brand Tata Photon Plus as thousands of people in the city would have been at the stadium and in and around malls.