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.
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.”
Pranay Khatu Client Lead - ACC Kinetic India