Matrix goes high decibel in Kolkata

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