IPL’S OOH Blitzkrieg!

Outdoor Asia - - Front Page - Reena Me­hta (With in­puts from Ar­chana Singh)

With IPL comes the sea­son of cel­e­brat­ing cricket, that to with a dash of style and glam­our. Year on year the IPL fever has only caught more vogue and it only has got big­ger and bet­ter. A prop­erty so pre­mium sure needs to live up to the en­tire buzz in ev­ery way; es­pe­cially when it comes to the com­mu­ni­ca­tion piece. Thus IPL with the sup­port of MOMS Out­door Me­dia So­lu­tion went live with a spec­tac­u­lar OOH cam­paign. IPL is known for the op­por­tu­nity it has given peo­ple, may it be a fran­chise or a small town player who gets a chance to share field and play with Sachin Tendulkar or a grand­mother who fi­nally has Tele­vi­sion con­tent she can watch with her grand­son or an in­stance for a fam­ily to bond over din­ner. Un­der­stand­ing this as­pect of IPL this year’s cam­paign theme has been based on the tagline ‘Aisa maukan aur ka­han mi­lega’. “IPL be­ing the big­gest spec­ta­cle on the In­dian tele­vi­sion and Set Max as its of­fi­cial broad­caster; the tar­get au­di­ence for this prop­erty is mass. Hence the ob­jec­tive was to create a huge amount of buzz and bang in the OOH do­main and to ex­e­cute a high deci­bel cam­paign with the pres­ence in ev­ery im­por­tant corner in a city.” In­di­cates Gau­rav Seth Se­nior VP – Mar­ket­ing, Set Max. “Our brief this year to MOMS was sim­ple. Take the cen­tral thought of our cam­paign “Aisa Mauka Aur Ka­han Mi­lega”, and man­i­fest it pan In­dia in the out­door medium. Right from the creative plan to the in­no­va­tions cho­sen and ex­e­cuted, MOMS has been part­ner­ing us on this ef­fort.” He fur­ther adds. And thus MOMS Out­door Me­dia So­lu­tion planned and ex­e­cuted a cam­paign which had in­no­va­tion, and impact as the key fac­tors. A broad me­dia mix was used to create the max­i­mum impact. In met­ros all land­mark sites have been taken (large for­mat hoard­ings cat­e­gor­i­cally). Apart from hoard­ings me­dia like Metro sta­tion Sig­nages, Unipoles, Util­ity, BQS, gantries, mega clus­ters, FOBs, bridge pan­els, Glass façade, pil­lar brand­ing, bus pan­els etc. Apart from key ar­eas there were me­dia taken near the air­ports, sta­di­ums etc. In smaller towns me­dia were tac­ti­cally se­lected in high con­gre­ga­tion points near rail­way sta­tions, bus stands,

Gau­rav Seth Se­nior VP Mar­ket­ing, Set Max

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