Ooh the chem­istry: ITC ‘En­gages’ with cou­ples in new cam­paign

Outdoor Asia - - INDIAN UPDATE -

ITC’s Per­sonal Care Prod­ucts cat­e­gory ex­panded its prod­uct port­fo­lio with the launch of En­gage Cou­ple DHRGRUaQWV. 7R PaNH WKH QHZ SURGXFW UaQJH IaPLOLaU amongst the young tar­get au­di­ence, the FMCG ma­jor lever­aged the OOH medium as it of­fered the best pos­si­bil­i­ties. The me­dia man­date was to pro­mote the brand ef­fec­tively to the tar­get au­di­ences, whilst bring­ing alive spe­cial cou­ple mo­ments ‘en­gag­ing’ in a new lan­guage of love. Mile­stone Brand­com han­dled the OOH duty of the cam­paign. The brand propo­si­tion ‘Play­ful Chem­istry’ has been com­ple­mented with in­no­va­tive pack­ag­ing de­sign and also ex­tended onto Out-of-home with eye catch­ing bill­board cre­atives. The agency ex­e­cuted the OOH cam­paign in Mum­bai and Ban­ga­lore and took to brand ac­ti­va­tions to fur­ther the im­pact and reach out to the TG. The cam­paign was seen across dif­fer­ent medi­ums like Mall fa­cades, BQS, +RaUGLQJV HWF. AORQJ ZLWK this, the agency also placed cut-outs of the posters at beaches and pro­moted the prod­uct via a mer­chan­dise such as um­brel­las. “To reach out to th­ese young cou­ples, we de­cided to do some­thing play­ful! We took to the rainy sea­son and cre­ated ‘um­brel­las’ with the sil­hou­ette of a cou­ple. Th­ese um­brel­las were handed out to cou­ples seated in parks, gar­dens, col­lege cam­puses, pop­u­lar streets like band­stand, marine drive and carter road to name a few. We also placed standees & cre­ated brand­ing around benches in th­ese ar­eas. Large units in the shape of the ac­tual prod­ucts were cre­ated and placed on the cou­ples’ fa­vorite wa­ter­front des­ti­na­tions – the ‘ro­mance rocks’ aW %aQGVWaQG, &aUWHU 5RaG & 0aULQH DULYH LQ 0XPEaL. Can­did shots of cou­ples em­body­ing the propo­si­tion of play­ful chem­istry and en­gag­ing in some un­in­hib­ited mo­ments were cap­tured,” said Hanoz Pa­tel, Founder Mem­ber & Man­ag­ing Part­ner, Mile­stone Brand­com., sum­ming up the whole cam­paign

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