IPL’S OOH Blitzkrieg!
With IPL comes the season of celebrating cricket, that to with a dash of style and glamour. Year on year the IPL fever has only caught more vogue and it only has got bigger and better. A property so premium sure needs to live up to the entire buzz in every way; especially when it comes to the communication piece. Thus IPL with the support of MOMS Outdoor Media Solution went live with a spectacular OOH campaign. IPL is known for the opportunity it has given people, may it be a franchise or a small town player who gets a chance to share field and play with Sachin Tendulkar or a grandmother who finally has Television content she can watch with her grandson or an instance for a family to bond over dinner. Understanding this aspect of IPL this year’s campaign theme has been based on the tagline ‘Aisa maukan aur kahan milega’. “IPL being the biggest spectacle on the Indian television and Set Max as its official broadcaster; the target audience for this property is mass. Hence the objective was to create a huge amount of buzz and bang in the OOH domain and to execute a high decibel campaign with the presence in every important corner in a city.” Indicates Gaurav Seth Senior VP – Marketing, Set Max. “Our brief this year to MOMS was simple. Take the central thought of our campaign “Aisa Mauka Aur Kahan Milega”, and manifest it pan India in the outdoor medium. Right from the creative plan to the innovations chosen and executed, MOMS has been partnering us on this effort.” He further adds. And thus MOMS Outdoor Media Solution planned and executed a campaign which had innovation, and impact as the key factors. A broad media mix was used to create the maximum impact. In metros all landmark sites have been taken (large format hoardings categorically). Apart from hoardings media like Metro station Signages, Unipoles, Utility, BQS, gantries, mega clusters, FOBs, bridge panels, Glass façade, pillar branding, bus panels etc. Apart from key areas there were media taken near the airports, stadiums etc. In smaller towns media were tactically selected in high congregation points near railway stations, bus stands,
Gaurav Seth Senior VP Marketing, Set Max