The communication objective was to create awareness of the newly launched platform in the market and to trigger the need to dial *888# so that the consumers feel they are treated individually based on their own usage habits.
An integrated campaign was rolled out through TVC, press, radio, store branding, nationwide billboard coverage, PR coverage in electronic and print mediums and social media. There were on-ground activations in 129 different regions.
Amar Offer Retail (*555#) generated 100% uptake growth in only 6 months. And Amar Offer Customer (*888#) brought 54% uptake growth in 9 months.