Dance & action heroes steal the show for Dollar Bigboss
Premium inner wear brand Bigboss yet again hits their target group with a strategic out-of-home campaign across the country using more than six hundred sites of multiple formats.
The recent outdoor campaign of innerwear brand Dollar Bigboss has grabbed a lot of eye balls. Meant to increase the sales of the product by hitting their target audience, the creative had brand ambassadors Akshay Kumar & Prabhu Deva as the protagonists in the whole story. The brand zeroed in on major transit and other prominent locations in cities across different states such as Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, J&K, Himachal Pradesh, Haryana, Punjab, Gujarat and Rajasthan besides Delhi, Mumbai, and WKH UHVW RI 0DKDUDVKWUD GXULQJ WKH fiUVW SKDVH RI LWV execution. The second phase will include the whole of East region, Madhya Pradesh and Chattisgarh followed by interesting innovations in the third phase. Executed by MOMS, the outdoor media partner of the brand, the predominant formats used for the campaign have been large billboards in all the zones, gantries, transit media like bus panels and trams in Kolkata which attract huge number of eyeballs. The total number of sites booked for this campaign is 600 for a quarter of a year. Bidyut Nath, Head – Advertising, Dollar Industries Ltd., shares, “By taking Prabhu Deva for this campaign and Akshay Kumar matching steps with him and winning it, we have attracted our main target group who is the youth of today. Dance being the USP of this campaign ZH KDYH WULHG WR FRPPXQLFDWH WKDW fiWQHVV LV QRW RQOy related to a macho or action image but to performing arts. The exact frame of mind of our brand ambassadors has been captured very well by renowned photographer Daboo Ratnani for the product which we have used in our creative all over in the outdoor campaign. This has been interestingly conveyed through our 360 degree campaign and we did a competition called ‘step se step milaa, ek laakh jeet ke dikhaa’ which has been a very successful endeavour for our brand Dollar Bigboss.” The brand is also planning an innovation in the LED format using this chemistry of Akshay Kumar and Prabhu Deva matching steps with one another as an extension of this campaign for Bigboss. “To create some magical moments of curiosity through WKH FDPSDLJQ IRU WKH SURGXFW DPRQJ WKH VSHFLfiF customer is the uniqueness of this brand promotion and LW KDV JRW GHfiQLWHOy UHflHFWHG WKURXJK WKH ODUJH RXWGRRU formats showcasing the two celebrities engaged in a dance rivalry. The pictorial element present in the creative has to be captured well and thus we used mainly the billboards and transit media in many cities due to its higher reach which has helped us in positioning the brand correctly with maximum visibility,” said Rajeeb Bhattacharya- Dy. General Manager, MOMS.
Speaking about challenges Rajeeb further added, “The highest challenge faced by us in implementing this campaign within a very short span of time revolved around the logistical operations as the geographical periphery was extended in a huge way for this outdoor activity and the number of cities concerned were many and also included remotest of areas like interior of Jalgaon, Karnataka, Kerala etc.” For Dollar Bigboss Outdoor plays a big role as their target customers in the age group of 15 - 40 years are largely on the move. Bidyut Nath further shared in this regard, “Today for any brand in order to establish its YDOXH LQ WKH PDUNHW KDV WR EH SUHVHQW DPRQJ WKH VSHFLfiF audience in the form of campaign by using all the media formats. And, without outdoor any marcomm plan is incomplete. The TVC and the print advertisements have to be complimented with out-of-home in order to make the product communication a success.”
“Dance being the USP of this campaign we have tried to communicate that fitness is not only related to a macho or action image but to performing arts.” Bidyut Nath Head – Advertising Dollar Industries