Chasing a Greater Cause
Seeking to bridge the gap between the privileged India and the greater India that is still vulnerable and looking Ior VXSSort, UQiQor, oQH oI tKH IDVtHVt tHOHcom VHrvicH providers in the country, recently decided to launch public DwDrHQHVV cDmSDiJQV Ior VociDO cDXVHV. LHvHrDJiQJ tKH outdoor media mix, the brand has managed to elicit some good participation in these initiatives. Outdoor Asia explores one such initiative the brand kicked off in Kolkata recently. Shimul is an NGO based out of Kolkata that works rHOHQtOHVVOy Ior IHmDOH riJKtV DQG UQiQor, DV SDrt oI itV social awareness campaigns, decided to support this organization and in the process lend a voice to the cause of women’s empowerment in Kolkata. The company organized a run in the city in support of the cDXVH. ,t bHJDQ Irom RDbiQGrD SDrowDr StDGiXm Dt 6 Dm in the morning to Golpark and back (a stretch of 5kms) and ended by 9:30am and the event was well supported by different OOH elements. SSHDNiQJ DboXt it, RoQit MitrD, MDrcom +HDG (R2BW), UQiQor, VDiG, “AOO tKH SoVVibOH 22+ mHGiXmV wHrH thoroughly explored to communicate such a noble iQitiDtivH, bH it KoDrGiQJV, BXV SKHOtHrV, PoOH .ioVNV, Traffic Consoles or Signages and no doubt outdoor played D SKHQomHQDO roOH iQ tKiV SrojHct oI UQiQor.” RoQit MitrD IXrtKHr DVVHrtHG, “2Q tKH GDy oI tKH rXQ, OOH medium added a new life to the whole scenario with effective banners, placards and poles making UQiQor viVibOH Dt HvHry SoVVibOH corQHr oI tKH 5Nm VtrHtcK.” 7KH HQtirH VtDII oI UQiQor .oONDtD DQG DOO tKHir partners and vendors participated in the run. Said .iQJVKXN +DOGDr, AccoXQt DirHctor, LHo BXrQHtt, “2Xr idea was to put across the righteous message for which this project was taken up and outdoor has given a wide coverage here in the city.” AmitoVK Roy, MDrcom +HDG (.oONDtD), UQiQor, IXrtKHr added talking about the impact of the campaign, “The impact of the campaign was beyond our hope as there wHrH morH tKDQ 1600 SHoSOH rXQQiQJ Ior tKH cDXVH wKo came from various walks of life and represented all kind oI DJH JroXS: .iGV, tHHQDJHrV, miGGOH-DJHG SHoSOH DQG HvHQ VHQior citizHQV. 7KXV tKH IootIDOO wDV 60% morH than our expectation.” Such social cause marathons organized by the brand have already taken place in four other states and Kolkata was the fourth destination to experience it. The bDtoQ KDV Qow bHHQ KDQGHG ovHr to MDKDrDVKtrD DQG tKH QHxt GHVtiQDtioQ iV PXQH, wKicK wiOO Qow rXQ Ior D cause with UQiQor.