When OOH danced to ‘Jhump­ing Jha­pak’...

IPL is as much about smart mar­ket­ing blitzkrieg as it is about cricket. The IPL Sea­son 6, which just drew to a close, saw tremen­dous re­sponse, thanks also to some smart OOH ideas by SET MAX in col­lab­o­ra­tion with MOMS. And it was all about danc­ing to the r

Outdoor Asia - - Campaign - Bhawana Anand

The IPL fever may have abated and ‘Jhump­ing Jha­pak’ may just be an echo lin­ger­ing in our ears rem­i­nis­cent of an ex­cit­ing pe­riod, but it is worth­while to look at the role played by OOH in pro­mot­ing this all In­dia cricket fest. With the In­dian Pre­mier League Sea­son en­ter­ing its sixth year, SET MAX had to in­deed do some­thing in­no­va­tive and take the whole ex­cite­ment sur­round­ing the event to the next level. Thus was born the whole idea of giv­ing a new dance twist to the se­ries with the cam­paign urg­ing peo­ple to not only watch cricket, but also groove to the sig­na­ture tune ‘Jhump­ing Jha­pak’. Quite ob­vi­ously, the theme line for IPL Sea­son 6 was ‘Dance IPL’ and the mes­sage de­signed for the view­ers was ‘Sirf Dekhna Nai’ (Don’t just watch it). Of the whole 360 de­gree com­mu­ni­ca­tion plan, the OOH medium played a piv­otal role in spread­ing the craze. The OOH cam­paign was ba­si­cally an ex­ten­sion of TVC and Print which was then strate­gi­cally de­signed to tar­get the mass au­di­ence. OOH spe­cial­ist agency MOMS han­dled the out­door du­ties of the cam­paign The OOH cam­paign was ex­e­cuted in Mum­bai, Delhi and other state cap­i­tals, be­sides tier 2 cities across the coun­try for 15 days. Sev­eral me­dia for­mats such as hoard­ings, gantries, bus shel­ters, metro sta­tions sig­nage, auto rick­shaw brand­ing, brand­ing on rail­way sta­tions, unipoles, wall graph­ics, hi-tech shel­ters, mall brand­ing, tower brand­ing , wall wraps, duct panels, façade, plaza panels, video walls etc were lever­aged to com­mu­ni­cate the mes­sage. IPL be­ing what it is, con­ven­tional for­mats were just not enough to step up the buzz. In­no­va­tions were in­tro­duced to make it suc­cess­ful and th­ese in­volved dance chore­og­ra­phy set to the sig­na­ture tune. The whole dance steps were de­picted on bill­boards in Mum­bai, which was also an ex­ten­sion of the TVC. Th­ese were seen at Mahim Causeway and Juhu JBPD cir­cle in Mum­bai, two of the most prime and busiest lo­ca­tions in the city dur­ing peak hour. An­other in­no­va­tion in Mum­bai was the hoard­ing on Juhu Beach with the com­mu­ni­ca­tion “SIRF DEKHNA NAI” wherein the creative con­veyed the feel of an ac­tual sta­dium put up on the hoard­ing. The ‘SIRF DEKHNA NAI’ com­mu­ni­ca­tion was also made vi­ral sup­ported by brand­ing on Auto Rick­shaws. It was also taken to var­i­ous sub­ur­ban sta­tions in Mum­bai, and other key city rail­way sta­tions such as Chen­nai, Ban­ga­lore and Hyderabad. While MOMS has been han­dling the IPL ac­count for the last sev­eral years; adding a new twist to the cam­paign was nev­er­the­less a chal­lenge. Says Di­pankar Sanyal, COO, MOMS, “MOMS han­dles the IPL ac­count for Set Max who has the sole tele­cast rights. IPL, over the years, has be­come an event all cricket lovers look for­ward to.

Hav­ing said that, it has its own set of chal­lenges for all par­ties in­volved. For us, the chal­lenge was to make the cam­paign look fresh and in­ter­est­ing ev­ery time. We looked into the core con­cept of the cam­paign and de­vised our strat­egy, plans and in­no­va­tions around it. We look at how a core idea can be trans­lated across var­i­ous out- of-home for­mats. What we con­sciously try is not be repet­i­tive in our ideas.” He fur­ther added talk­ing about the whole IPL ex­pe­ri­ence with SET Max, “Ever since we have been as­so­ci­ated with Set Max and IPL it has been a very ex­cit­ing jour­ney. The suc­cess of the cam­paign that you have seen so far is a re­sult of a fab­u­lous part­ner­ship with our client who has been very sup­port­ive and open to new thoughts and ideas and have al­ways pushed us to the lim­its. The cam­paign en­tailed metic­u­lous mi­cro level plan­ning based on var­i­ous at­tributes.” Well, all that metic­u­lous plan­ning seems to have paid off for the cam­paign has lifted up the whole medium as well. Won­der what’s in store for the next IPL Sea­son and its OOH splash l The lessons from th­ese cam­paigns in the IPL this year are quite clear. It was al­ways known that multi-me­dia cam­paigns on TV – Print – OOH al­ways work bet­ter than sin­gle medium ones. The re­sults of this year’s cam­paign only re­it­er­ate this fact. The fact that OOH al­lo­ca­tion has in­creased also em­pha­sises the in­creas­ing ef­fec­tive­ness of OOH to cap­ture eye­balls in the face of rapidly grow­ing frag­men­ta­tion in print, as well as in­creas­ing travel times for the aver­age cit­i­zen in a crowded metro like Mum­bai. Ev­ery re­cent read­er­ship sur­vey has shown how time spent on con­ven­tional print is on a down­ward trend. Though there hasn’t been a cor­re­spond­ing of­fi­cial sur­vey to check on the time spent trav­el­ling or sim­ply be­ing out­side home or of­fice, com­mon sense and ob­ser­va­tion def­i­nitely point to a ris­ing curve. Con­se­quently, ef­fec­tive­ness of OOH me­dia to cap­ture eye­balls, pro­vide ubiq­ui­tous vis­i­bil­ity and add hugely to brand salience, is ac­tu­ally a no-brainer. No won­der that the Mum­bai In­di­ans’ in­creased al­lo­ca­tion for OOH in their me­dia mix paid off hand­somely. Th­ese lessons are def­i­nitely be­ing learnt also by other IPL teams. Or­ga­niz­ers of other fu­ture events mar­keted pri­mar­ily for TV view­er­ship – please note.

In­for­ma­tion Courtesy: Kolkata Knight Rid­ers : Selvel Ad­ver­tis­ing Pvt Ltd, Kolkata

Mum­bai In­di­ans : Alakh Ad­ver­tis­ing, Mum­bai

In­dra­jit Sen is Ex­ec­u­tive Di­rec­tor, IOAA

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