Navia Asia creates outdoor campaign for Religare Enterprises' bouquet of offerings

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | February 23, 2011
The campaign helps showcase various products and businesses of REL such as broking, lending, mutual fund, and life insurance.

It's that time of the year when financial services brands go all out with communication to stay top of mind. Religare Enterprises Limited (REL), the emerging markets financial services group, has unveiled an OOH campaign to communicate its offerings.

The outdoor campaign has been executed at various strategic locales across Delhi and Mumbai, and has been done by the group's newly appointed OOH partner Navia Asia.

Following closely on the heels of its corporate campaign, which also used children to drive home the USP of the REL brand, the new OOH campaign, too, has a cut-out of a young boy. It has been launched to further enhance brand recall and mindshare.

Using parallels between childhood experiences and financial services, the advertisement's expressive appeal communicates what Religare is and does in the realm of financial services. Based on this simple concept, Navia Asia recently delivered this campaign where the creative reads 'Mutual Funds, Broking, Insurance', all written on books, and also, 'Encyclopedia of financial services'.

The challenge for the agency was to create a connect with the target audience, and communicate to them the spread of the various businesses under the umbrella of REL.

The campaign, which focusses on the large format media has been carried out in Delhi and Mumbai at strategic locales, which see a high flow of the target group. The campaign was launched recently, and will continue for six weeks.

Commenting on the campaign, Subhrangshu Neogi, director -- brand and corporate communications, Religare Enterprises, says, "With people spending increasingly more time out of home, making use of these inventive OOH mediums will prove to be extremely relevant and critical in reaching out to our target audience in a warm and engaging manner."

He adds that the campaign helps to highlight the width and breadth of the Religare brand, and showcases various products and businesses of REL such as broking, lending, mutual fund, and life insurance.

Aman Chaudhary, client service director, Navia Asia, adds, "We brought the campaign to life by creating innovative hoardings which were given a backlit effect using the BlockOut technology which helps the hoardings to stand out amongst the clutter, and helps to draw attention. Larger than life cut-outs were used to magnify impact on hoardings and bus shelters, while LED's were used to highlight the logo."

In addition to the innovations, this campaign has been carried with a media mix of billboards, unipoles and gantries.

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