Since the media chosen (outdoor pos) was a given, our posters had to be simple and stark. It led us to add a visual twist to a commonly

understood graphical element. The minimalistic visuals conveyed the offer in all its glory and cut down the clutter that is usually associated with this category.

The deliberate use of bold colours further enhanced the impact and it showed in the result.

This is a three poster campaign used in 400 retail stores across the state of Uttar Pradesh in India. We used simple geometrical shapes to create speech blurbs that look like various elements of the night.This choice of design seemed to be perfect as it connects with night as well as talk time. It was printed on recycled paper.

The brief was to increase awareness of our low tariff night plans.There was a lot of value addition for the consumer and a slight change in cultural behaviour too. The people of Uttar Pradesh are conservative but because of the lower tariffs, there was an increase in the frequency of night calls. The campaign reached out to 400 outlets across the state and the night plans had a growth of 42%

Telenor is a youth brand with very competitive rates. A lot of its consumers are students or people who have just started working, so they always look for a good deal when it comes to talk time.

We used the medium of posters in retail outlets as it is the best place to catch Telenor consumers. Typically, a store would communicate about the offers, which often the consumers would look for. Also, a good piece of creative would always catch the attention of the consumers. A poster is one of the simplest mediums in a retail store, and hence a good medium to communicate.

To make the consumer aware of special night time call rate packages. With Telenor's promise of always having the most competitive rates among all the networks, the lowered night time package was the cherry on the cake.