MOMS raises a Muscle Man for Best Cement

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | November 20, 2009
Guwahati based JUD Cements has used OOH innovations to establish the brand image of its cement in the north-east markets

In recent times, OOH has been leveraged by marketers across brand and product categories. While telecom players use it to flaunt their dominance in various circles, categories such as FMCG, banking and financial services and F&B too look to OOH for clutter-breaking advertising solutions.

To mark the launch of its cement brand, Best Cement, Guwahati-based JUD Cements has launched an OOH-led campaign across the city. The product would be available across markets in the north-east by the end of this month, as the company has tied up with more than 350 dealers.

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Discussing the rationale behind the campaign, Dipankar Das, general manager, marketing and sales, Best Cements tells afaqs!, "Recently, many new cement players have entered north-east. So, with this campaign, our main objective is to create a distinct imagery for our brand."

To convey the idea of strength, the company zeroed in on 'Muscle Man' as the mascot for Best Cement. As part of the campaign, life size cut-outs of the Muscle Man have been placed on traffic booths and billboards in locations such as Christian Basti, Zoo Road and Kamakhya in Guwahati. The copy on the creative reads, 'Jaandar cement shaandar jod'.

Interestingly, the company has also used retail outlets -- a huge cut-out of the Muscle Man has been placed on the glass facade of Pantaloons and flagpoles placed outside Big Bazaar have been used for branding.

While the innovations have been done only in Guwahati, vanilla hoardings have been taken up across other markets in the north-east.

The campaign has been ideated by mc2, the creative unit of Madison, and executed by MOMS.

In the north-east, MOMS handles clients such as Tata Indicom, ITC, Aviva, and SpiceJet. Discussing the potential of the market, Rajeeb Bhattacharjee, regional manager, east, MOMS says, "North-east consists of Rs 6-7 crore of annual turnover of OOH in India. The market has been very demanding for the last two years with billboards being put up in huge numbers. Enhancement of the format is what's missing in the market, with only a few examples of innovations."

Besides OOH, the company is also using print media on a smaller scale.

For the record, JUD Cements is present in construction, mattress manufacture, high density polyethyline bags manufacture and now cement as well.

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