Ambi Pur spreads fragrance to malls, multiplexes with OOH activity

Malls, multiplex activity and a contest with a car as the prize were all part of the outdoor campaign. The budget is around Rs 1.5 crore

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.

Ambi Pur spreads fragrance to malls, multiplexes with OOH activity

Kiosks at malls

The campaign commenced at the parking lot of malls, targeting car owners; pamphlets were distributed to the mall visitors. This was step one in increasing footfalls to the kiosk that had been set up within the mall. The kiosk was armoured with a life-size inflatable which moved and walked and meant to engage children. Parents thus compulsorily stopped at the inflatable and eventually took a look at the Ambi Pur products at the kiosk. Games were conducted at the kiosks and car accessories given out as prizes. Any purchase made the consumer eligible to enter the ‘Car Jeeto (Win a Car)’ contest. The prize car was a Maruti Suzuki Swift.

Children playing with
the inflatable

The idea of setting up kiosks at malls and multiplexes is to walk right up to the consumer. Since car perfume is not part of a family’s monthly list of consumables, Platinum Outdoor wanted to reach consumers at the point of shopping. The kiosks were equipped with sniffer bottles that gave the consumer a visual as well as olfactory feel of the product.

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.

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National Platinum Outdoor