Unitech Wireless, a joint venture between India’s real estate major Unitech and the world’s 6th largest mobile services provider Telenor Group, has appointed Navia, the OOH specialist arm of ZenithOptimedia, as Out-of-Home (OOH) agency for its GSM Mobile service brand Uninor.
Navia was selected from a shortlist of three outstanding OOH agencies. Navia clearly demonstrated their ability to reach out and touch Uninor’s target group where it counts – on the streets at the grass roots level where people work and live their day-to-day lives. Combined with great attitude, experience in urban and rural markets, and solid understanding of the brand’s requirements for launching and sustaining in an intensely competitive environment, Navia was a strong choice.
“We look to Navia as a strategic partner in our brand communications effort. The battle for preference will be fought on the street and it is our intent to make the brand Uninor a winner at launch,” said David Meneghello, Executive Vice-President, Marketing, Unitech Wireless.
Navia will have a dedicated team of experienced professionals headed by a National Account Director taking charge of strategy, planning, site selection, execution and monitoring of the broad and varied range of OOH alternatives for the brand.
“We are delighted to work with a brand that from start has built itself around the customer. Our ambition is to build customer appreciation for this brand - and the values of being simple, respectful trustworthy and honest, that it stands for,” said Sanjay Shah, Chief Executive Officer ( India ) of Navia.
The campaign is expected to optimize with a media burst coinciding with service availability.
The campaign will be timed to align with the service launch toward the end of the year. Media budgets and media mix will be modular basis the requirements during various phases – reflecting the ambition to establish a strong telecom brand in India .