AIRCEL Promo, Case study STEREOPHONIC TENNIS by DDB Mudra Group Mumbai

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director K.b. Vinod
Creative Director Vinayak Gaikwad
Copywriter Prajato Guha Thakurta
Released December 2010

Credits & Description

Category: Best Use of Audio
Advertiser: AIRCEL
Product/Service: CHENNAI OPEN 2011
Date of First Appearance: Dec 12 2010
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: K.b. Vinod (Mudra Communications)
Creative Director: Prajato Guha Thakurta (Mudra Communications)
Creative Director: Vinayak Gaikwad (Mudra Communications)
Copywriter: Prajato Guha Thakurta (Mudra Communications)
Agency Producer: Vishal Sane (Mudra Communications)
Media placement: Radio Spot - Radio One 94.3 FM - 12/12/2010

Insights, Strategy & the Idea
Aircel wanted a radio spot that would announce that they were the title sponsors of the Chennai Open 2011, an ATP tennis tournament.

The communication was targeted towards the cosmopolitan residents of Chennai and anybody passionate about tennis.

In India, people listen to radio mostly on their car stereos while driving or on their mobile handsets via earphones. We decided to use this to our advantage with a radio innovation that employed a simple technology called stereophonic sound.

The listeners got to experience something unique: a tennis match with their ears. While Aircel was associated with a clutter-breaking and therefore, memorable spot.

Creative Execution
With the help of stereophonic technology, each word in the radio spot was made to alternate between the right and left speakers in a way that allowed people to experience a tennis match with their ears.

Results and Effectiveness
According to a dip-stick surveys conducted by Aircel, after the spots were aired, consumer-recall of the event's official brand partner had gone up by 43%.