Among the few operators which are rolling out network as per the regulatory obligations, yet keeping a low profile of it, Loop Mobile is gaining visibility like never before since its transition from BPL Mobile brand name. TelecomTiger catches up with Mr. Arif Ali, Head Brand & Communications, Loop Mobile on the company’s brand communication related initiatives.
Q1) You have come up with ''look who's following you' communication. If one analyses the mobile services space in India, other operators like Vodafone and Airtel have already used this communication. On the back drop of it, how do you intend to bring about differentiation in your communication?
Ans: To address the first concern of other operators already using similar communication to connect with users, one has to understand that there are some aspects which are common across the mobile services domain and these aspects can be used to connect to consumers. There is continuous need to communicate and address the different aspects from time-to-time.
At the generic level the main intention is to connect with the users and also to engage them through the communication.
Agreed that some claims may sound repetitive therefore familiar to industry observers but our internal research reveals that consumers are indeed getting attracted to our communication and we have been able to engage them as well which was our main objective.
As we are pioneers in this circle & have honed our knowledge of the difficult & unique terrain that is Mumbai over the years it is but obvious that we would want to leverage our expertise to build a robust & I dare say, the best network in the city. And this is the main sustainable differentiation.
Q2) Your new communication is targeted towards the youth segment who are generally known to be more inclined to new schemes and services like gaming and music rather than network. Your view point.
Ans: We felt that we connected well with the youth segment in communicating our VAS and other miscellaneous offering in our earlier communication. The need was to ensure them that we will be with them where ever they are and where ever they will be. We want to excite the end-user with the network coverage experience of our services.
Q3) We know Loop Mobile is set to expand its foot print outside Mumbai. Do you feel you can carry forward the same communication to your new areas of operation considering that most of the new subscribers in your new areas of operation will be rural?
Ans: We are indeed geared up for the expansion. But at this point of time we can not reveal the precise brand communication strategy for the national roll-out. There is a possibility that the communication may have regional flavour as per each circle.
The only thing which we can say is that we will leverage and use Loop Mobile brand name for our all-India rollout.
Q4) How do you plan to communicate the current campaign to your audience?
Ans: As we know Mumbai is believed to be an outdoor city with people spending most of the time outdoors. Keeping this in mind we used the OOH medium particularly hoardings as well as intercept points where the consumers are likely to be in a more relaxed & receptive frame of mind, like multiplexes & malls. We also used radio, print and digital medium to compliment the campaign.
Q5) What is the budget you have assigned for this activity?
Ans: We are not in a position to disclose the amount but we can say that it is very competitive and healthy.
Q6) With competition increasing day-by-day aspects such as brand recall have assumed prime importance. How do you plan to overcome this challenge?
Ans: We are a legacy brand. The latest ET Brand Equity survey of trusted brands ranks us at 34 across the country. We are considered to be trusted and reliable by the consumers. We consistently communicate about network and core reliability as well as our service offerings which are micro-segmented and exciting. We strive to be aggressive & engaging in our communication initiatives.
Q7) Loop’s earlier campaign revolved around VAS offerings. Now it is about Network. What next to expect?
Ans: It is part of a continuous process. One can be sure it will be about superior value and excitement.
Q8) Any plans to rope in brand ambassador for endorsing your services?
Ans: Presently we do not feel any need for it. We may consider it later on.