ACC ce­ments vis­i­bil­ity in Vi­darbha re­gion

ACC Ce­ment to in­crease the mar­ket share of their new pre­mium ce­ment brand ACC Con­crete Plus rolled out an in­te­grated mar­ket­ing com­mu­ni­ca­tion cam­paign in the Vi­darbha re­gion wherein out­door me­dia played a ma­jor role Here’s a look.

Outdoor Asia - - Campaign - Nabamita Chat­ter­jee

Ex­e­cuted by Ki­netic In­dia, which was also in­volved in creative adap­ta­tions, this prod­uct based cam­paign is mainly driven by in­no­va­tions. The other me­dia plat­forms used in this cam­paign were TV, Ra­dio, Print and a whole host of other ac­tiv­i­ties re­lated to con­sumer ac­ti­va­tion. “Out­door as a me­dia, is an im­por­tant part of the in­te­grated mar­ket­ing cam­paign that ACC has rolled out in Vi­darbha. Team Ki­netic has been work­ing closely with our teams to en­sure op­ti­mum out­door vis­i­bil­ity in key mar­kets for ACC. They have been very proac­tive and have rolled out some good out­door in­no­va­tions, which en­able good stand-out value for our brand”shares Kal­i­das Pra­manik, Di­rec­tor Sales (West), ACC Ce­ment. In­no­va­tions are used to in­crease the vis­i­bil­ity and aware­ness for ACC CON­CRETE PLUS Ce­ment in the Vi­darbha mar­ket with the us­age of hi - im­pact and fre­quency medi­ums at the ma­jor junc­tions through­out the cities like Nag­pur, Chan­dra­pur, Akola, Am­ra­vati, Nasik, Au­rangabad. The in­no­va­tions are di­vided into sev­eral parts such as: • &RPSOHWH HxFOXVLYH EUDQGLQJ RI 40.0 7ROO 5RDG lead­ing from Nag­pur to Chan­dra­pur was en­tirely cov­ered with the pres­ence of ACC CON­CRETE PLUS. All Bus Shel­ters are painted with ACC on the fol­low­ing

stretch. Gantries are cre­ated at En­try and Exit points of the Toll Road and 200 CON­CRETE PLUS branded Flower Beds are in­stalled on the di­vider of the TOLL Road. • &UHDWLYH ZLWK $&& 6KLHOG &XW 2XW: $OO WKH KRDUGLQJ

have a 2D Cut Out of ACC Shield. • &21&5(7( 3/86 %DJ RQ 7XUQ 7DEOH: 7KLV ZDV WKH fiUVW WLPH LQ D FLWy OLNH $XUDQJDEDG WKDW VXFK DQ in­no­va­tion was done. A huge ce­ment bag of the size of 12feet kept on ro­tat­ing. Be­sides, the main mes­sage was high­lighted by the use of LED as elec­tric­ity is a ma­jor is­sue in this city.

• %XONHUV PRYLQJ LQVLGH D KXJH 3D $&& /RJR. Around 100 sites were taken all across the Vi­darbha Zone for a pe­riod of one year which in­cludes var­i­ous out-of-home for­mats like Bill Boards, Pole Kiosks, Bus Shel­ters, Gantries & Flower Beds cov­er­ing the all ma­jor junc­tions of the cities. Pranay Khatu - Client Lead ACC-Ki­netic In­dia, i n forms, “Vi­darbha Mar­ket is one of the im­por­tant mar­kets for the ce­ment in­dus­try. The strat­egy for ACC was to break the clut­ter with out­stand­ing in­no­va­tions in the cities. This will in­crease the brand vis­i­bil­ity in the fol­low­ing mar­ket by ini­ti­at­ing good sales.”

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Pranay Khatu Client Lead - ACC

Ki­netic In­dia

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