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.

Outdoor Asia - - Campaign - Nabamita Chat­ter­jee

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

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