Tata Docomo joins the Rath Ya­tra band­wagon

Outdoor Asia - - INDIAN UPDATE -

Around 15 lakh peo­ple visit Puri ev­ery year dur­ing the Rathay­a­tra fes­ti­val, where more than 1.5 mil­lion peo­ple from dif­fer­ent parts of the coun­try can get ex­posed to a brand at a time. Quite ob­vi­ously this mega event of­fers lot of op­por­tu­ni­ties to brands to show­case their pres­ence and tap po­ten­tial cus­tomers. The lat­est to have joined the Rath Ya­tra band­wagon to demon­strate its prod­uct port­fo­lio is 7aWa DRFRPR. The tele­com brand, to mark its pres­ence across ev­ery part of Orissa, com­mis­sioned an OOH cam­paign at dif­fer­ent cities such as Bhubaneswar, Puri and Nima­pada dur­ing the Rath Ya­tra fes­ti­val. Ex­e­cuted by MOMS, the cam­paign used var­i­ous for­mats of out­door in­clud­ing hoard­ings, road side kiosks, dhaba brand­ing and Po­lice AVVLVWaQFH %RRWK EUaQGLQJ. The Po­lice as­sis­tance booth brand­ing ba­si­cally helped in de­vel­op­ing an emo­tional con­nect and en­sur­ing pres­ence at the most vis­i­ble van­tage points in the 5aWK YaWUa URXWH. 6XSSRUW IURP WKH 3XUL DLVWULFW 3ROLFH helped the agency in ex­e­cut­ing the booth brand­ing work ef­fec­tively. The cam­paign cre­ated an im­pact­ful brand­ing by el­e­vat­ing brand re­call and saliency. It also helped the brand in cre­at­ing a unique as­so­ci­a­tion with their dis­trib­u­tors, retailers and cus­tomers, thus re­in­forc­ing brand loy­alty

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