General entertainment channel Colors, which is a 50:50 joint venture between Viacom and the Network18 Group, recently launched an outdoor campaign for the second season of its popular show, India's Got Talent.
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To communicate the launch of India's Got Talent - Khoj 2' (which went on air on July 31) and to enhance the brand presence and visibility in the market, a widespread OOH (out of home) campaign was planned. This spanned across more than 30 cities across HSM (Hindi speaking markets) including metros such as Mumbai, Delhi and Kolkata. The communication in non-metros and the heartland of states such as MP, Gujarat and Punjab were also imperative, given that a lot of talent is invited on the show from these areas.
In the recent past, too, Colors has executed a number of OOH and BTL (below-the-line) campaigns for its shows such as Balika Vadhu and Chak Dhoom Dhoom. Gaurav Gandhi, chief commercial officer and head, international business, Viacom18, tells afaqs!, "OOH and BTL plays an important role in the marketing mix. It allows us to mount scale and create the 'talkability' factor for the brand, which helps us to be top of mind with our consumers."
Mudra Max's OOH solutions unit, Primesite, handled this particular outdoor campaign on various formats such as billboards, bus-Q-shelters, gantries, cantilevers (mobile hoardings), pole kiosks, metro panels and bus panels. Maxus handled the media planning while Orchard Advertising worked on the creatives.
Talking about the campaign strategy for the OOH campaign, Rupadhish Roy, general manager, Primesite, says, "The idea of taking this kind of media mix was to target people at the right place at the right time. Our brief from the client was to create impact with large format and number of exposures (frequency) in order to create buzz around the show. We have adopted a multimedia approach to optimise the visibility and effectiveness of the campaign."
Cut out hoardings have been put up at certain locations to further build the wow effect. Innovative fabricated kiosks in the shapes and cut outs of performers have been created on lighting poles depicting various talents to make the campaign stand out from the clutter of outdoor ads. For example, a backlit cut out of a Bharatnatyam dancer adorns a lighting pole.
Similarly, a variety of talents have been showcased on kiosks, one after the other.
Apart from these, unconventional media such as branded auto rickshaws have also been deployed in Mumbai.