OMI (Outdoor Media Integrated), the strategic planning and buying division of the Laqshya Group, has executed a national campaign for Videocon D2H. The campaign is a high visibility one to announce an offer price of the set top box.
The visibility drive is being executed across 78 locations, primarily focusing on Tier I and Tier II towns. The campaign kicked off in mid-October and will continue till mid-November. While the outdoor has been handled by OMI, Videocon D2H's creatives are handled by T.A.G, while Mindshare has the media mandate.
Commenting on the campaign, Indrajit Sen, chief executive officer, Laqshya Media, says, "OMI has successfully planned and executed their campaigns earlier and in this current visibility drive, we have created memorable flashes for Videocon D2H in order to build high recall and strong brand association."
The campaign was carried out to ensure that the TG (target group) gets to identify with the newly launched scheme through multiple visibility touch points across cities, translating into numbers for Videocon D2H.
The brief to OMI was to get the brand maximum exposure and visibility. Also, the sites had to be in larger residential areas and main traffic junctions to achieve high reach and frequency.
Amit Buchasia, senior manager, media buying and planning, OMI, says, "Though the client's brief looked simple, it was quite a task achieving the objective. The festive season, coupled with pressure to acquire the best sites and short lead time, were a few challenges that we faced. However, Laqshya's network in 22 cities facilitated us in choosing the right media sites, getting the best deals and monitoring the campaign."
In all, 419 sites have been taken up and are large media formats. Innovation was done in terms of cut-outs in key locations. A mix of billboards, unipoles and mobile hoardings was taken up to achieve maximum visibility.
Sen adds, "When the clients have high expectations from the agency, the challenge gets even more difficult. The competition in the DTH category is heating up and we had to guarantee that our research and media planning would create the difference."
For the record, the Laqshya Group functions largely through three divisions; OMI (Outdoor Media Integrated) - the OOH media agency; Laqshya Outdoor - media assets in the out of home space; and Laqshya Airport - which has exclusive rights to the first ever greenfield airport project in Hyderabad (India) and the Bandaranaike International Airport (Colombo, Sri Lanka).