Ma­trix goes high deci­bel in Kolkata

Outdoor Asia - - Indian Update -

Ma­trix, a lead­ing provider of com­plete mo­bile and data So­lu­tions, en­gaged in an out­door cam­paign in Kolkata to cre­ate greater con­nect with its au­di­ence. Karukrit Ad­ver­tis­ing Pri­vate Ltd part­nered with the brand to pro­vide large for­mat dis­plays which in­cluded mainly hoard­ings and pil­lar wraps. Around 14-15 sites were taken for this cam­paign for a du­ra­tion of one month through­out the city of Kolkata. Since out­doors of­fer a more de­mo­graphic reach com­pared to other PHGLD DQG JLYHV DQ RSSRUWXQLWy WR UHDFK VSHFL­fiF WDUJHW au­di­ence, Ma­trix which is a pre­mium brand, wanted to reach out to all national and in­ter­na­tional trav­ellers. Hence all the sites taken were lo­cated in pre­mium lo­cal­i­ties of Kolkata in­clud­ing Park Street, Salt Lake, AJC Bose Road, Ali­pore, City Cen­tre II, Ra­jarhat, New Town and so on. In­ci­den­tally, Ma­trix is also one of the of­fi­cial spon­sors of Kolkata Knight Rid­ers. To show­case this as­so­ci­a­tion Ma­trix in­cluded the us­age of crick­et­ing jar­gons such as ‘Howzatt!’ and ‘Catch it!!’ to de­scribe the ben­e­fits from a Ma­trix SIM card when go­ing abroad, along with the prod­uct ben­e­fits on the out­door creative. The key colour green has been used ef­fec­tively in two bands which made the com­mu­ni­ca­tion more clear and pre­cise in look. A few sites were also se­lected near the Eden Gar­dens Sta­dium to em­pha­size on the al­liance with the Kolkata Knight Rid­ers. “The In­dian Pre­mier League serves as a lu­cra­tive plat­form to reach out to our cus­tomers and lever­age our brand at a national level. As­so­ci­at­ing with KKR of­fers us the op­por­tu­nity to raise aware­ness about the brand among all the peo­ple of Kolkata. We have been pi­o­neers in of­fer­ing a one stop so­lu­tion to all In­di­ans trav­el­ling abroad. Through our out­door cam­paign, we wanted to pro­ject Ma­trix as a brand touch­ing peo­ple’s heart and mind by of­fer­ing cost ef­fec­tive tele­com so­lu­tions.” said Karan Sharma, Head- Mar­ket­ing, Ma­trix. Arnab Das, Se­nior Mar­ket­ing Ex­ec­u­tive, Karukrit Ad­ver­tis­ing Pri­vate Limited, shares, “The ob­jec­tive of the cam­paign was to cre­ate aware­ness by high­light­ing the USP of the prod­uct (Sav­ings on In­ter­na­tional Roam­ing ex­penses) that would at­tract more eye­balls in a clut­tered mar­ket. Since large for­mat dis­plays were used which are the most pow­er­ful tools for at­tract­ing con­sumers in to­day’s age, the main chal­lenge was to keep the hoard­ings in­tact and not let it get spoiled or torn by nat­u­ral calami­ties such as norwesters which are com­mon in the month of April in Kolkata. Out­door ad­ver­tis­ing be­ing used strate­gi­cally for this cam­paign has guar­an­teed sub­stan­tial ex­po­sure within a very lit­tle cost to the brand.” “The Ma­trix out­door cam­paign pro­vided the brand with an ex­tremely high fre­quency with per­ma­nent and high im­pact pres­ence in the city of Kolkata. The brand re­call in­creased phe­nom­e­nally and a ma­jor­ity of peo­ple who are trav­el­ling to Malaysia, Sin­ga­pore and Thai­land in May had pre-booked their SIM cards one month in ad­vance,” Arnab fur­ther shares

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