Ambi Pur, a
car freshener in the car vent perfume category, recently launched a TVC to promote a variant, the Ambi Pur Odour Eliminator. The TVC features actor Soha Ali Khan using the odour eliminator in her car to knock out a smelly thief who steals her purse.
But this Godrej-Sara Lee product which launched in 2002 has also launched an outdoor campaign that ran across malls, multiplexes and modern trade outlets such as supermarkets and hypermarkets in major Indian cities. The out-of-home (OOH) campaigns were conducted by Platinum Outdoor, the independent OOH specialist unit of Madison World set up by Sam Balsara in early 2007. The campaign aimed at educating the consumer about the new product variant of Ambi Pur. Ambi Pur has also incorporated a change in the original perfumer dispenser shape. Fabricated kiosks, contests, games and life-size inflatables were all part of the massive campaign.
The campaign was held in all major malls in Mumbai: InOrbit, Malad; Centerone, Vashi; Phoenix Mills, Lower Parel; Nirmal Lifestyle, Mulund; Orchid Citycentre, Mumbai Central; and Hub, Goregaon. Malls and multiplexes in Delhi, Bangalore and Kolkata were also part of the marketing strategy.
The budget for the OOH campaign was around Rs 1.5 crore. The outdoor campaign was executed by Orienta Cine Advertising.