afaqs!

Red Hit cans grab attention at Delhi metro stations

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | November 25, 2008
The new outdoor campaign for Hit has been executed at Rajiv Chowk, Kashmiri Gate and New Delhi metro stations

An & #BANNER1 & # outdoor innovation on a hoarding is one thing, but put an outdoor innovation amongst people and the effect is mind-boggling. Hit, a major player in the insect killer market, has very innovatively used outdoors for advertising its red can variant, which is used for killing cockroaches.

The outdoor campaign is simple, yet gripping. Seven-foot tall dummy cans of Hit have been placed strategically at three metro stations in the capital -- Rajiv Chowk, Kashmiri Gate and New Delhi. Made out of fibre glass and covered with vinyl, the larger than life cans have been placed at entry/exit points, ticket counters and areas leading to platforms.

The campaign, ideated and executed by Big Street, kicked off two months ago and will culminate by the end of this month.

Recently, afaqs! reported how Big Street, in partnership with The Nielsen Co., conducted research to measure the efficacy of the Delhi Metro Rail Corporation (DMRC) as a preferred medium for advertisers and also to understand commuters' profiles and demographics.

The metro stations mentioned above were used for the study. The study established that key stations, such as Rajiv Chowk, Kashmiri Gate and New Delhi Railway Station have more than 3,200 footfalls during peak hours. All three stations receive 42,000 or more average footfalls per day. Kashmiri Gate, with 49,500 average footfalls per day, emerged top of the list.

The high number of footfalls is the key reason behind Godrej Sara Lee using these stations to display the innovation. Moreover, the Delhi Metro has an average waiting time of six to eight minutes.

Tarun Arora, vice president, marketing, Godrej Sara Lee tells afaqs!, "It is important to reach the target group from multiple points of interaction, be it a bus shelter panel in Mumbai or a metro station in Delhi. We would like to come up with one innovation every quarter to engage the consumers. It's unfortunate that Delhi does not offer many options in outdoor, due to the restrictive regulations."

About their target audience, Arora says, "Eighty per cent of households in India face the problem of cockroaches and all of them are our target group." Though Arora refused to disclose the OOH spends of the brand, he admitted that a good chunk of the advertising budget is set aside for the medium.

Mayank Pande, regional business head, North and East, Big Street, believes that metro stations prohibit certain innovations, because of security reasons. "We had planned various innovations for Hit, but finally decided to zero in on the dummy can. Consumers tend to get bored of encountering a particular brand across different mediums. Advertisements must be reinforced in new, innovative styles and we have achieved this by catching eyeballs with this campaign," he says.

Godrej Sara Lee is a joint venture between the Godrej Group, India and Sara Lee Corporation, USA. The company manufactures household insecticides and holds a substantial market share. Some of its popular brands are Good Knight, Jet, Hit and Banish.

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