Bharat Sanchar Nigam Limited (BSNL) is launching a multi-city, on-ground activation to talk to customers about its 3G services.
The Rs3.5-crore campaign was bagged by Percept D'Mark (PDM), PerceptH's activation arm, after a pitch that invited entries from all of its four empanelled agencies – Euro RSCG, Mudra, Prachar Advertising and PerceptH.
The campaign, which began on July 1, is on a two-month pilot run in 15 cities – Kolkata, Bhubaneswar, Lucknow, Patna, Kanpur, Varanasi, Ambala, Karnal, Jalandhar, Shimla, Jaipur, Jodhpur, Udaipur, Dehradun and Agra.
For executing the campaign, the agency divided the 15 cities into Category A, B and C. While Category A cities were Lucknow, Jaipur and Kolkata, Category B comprised Bhubaneswar, Patna, Kanpur, Varanasi, Shimla, Jodhpur, Udaipur, Dehradun and Agra. The remaining cities came under Category C.
The modus operandi is similar in all the cities, but the number of activities differs in the three categories.
BSNL will take the feedback from the pilot run, and then, depending on the response the initiative gets, the campaign will be extended to other cities.