As part of the campaign, the agency created two billboards measuring 40 feet X 42 feet, and 30 feet X 32 feet, in which the billboards were shown crunched with belts tied around them. The billboards were first crunched, and were then wrapped around with a huge cut-out of a belt, making it seem as though the belt had crunched the billboard.
Sonia Lal, vice-president, Mudra Max OOH, says, "This kind of innovation was possible as the client trusted us enough and went along with our creative thoughts. The highlights of the campaign were the smart placements and innovation-driven billboards. Also, the fact that OOH was used as the only medium to launch the product, speaks volumes for the media itself."
The billboards, which were placed at Madiwala Junction, Hosur Road, and at Cauvery Junction, M G Road, Bengaluru, were illuminated in the evening. Besides these, another hoarding, measuring 40 feet X 20 feet, was created with a similar cut-out of a belt wrapped around it.
In addition, the OOH agency tied up with the dhobis for a consumer activation, wherein leaflets in the form of belts and wallets, were kept in the belt loops of trousers and in the pockets of shirts sent for ironing. The message on the leaflets read 'Presenting a Titan that fits snugly around your waist.'
Toranj Mehta, manager, Titan Accessories, says, "Based on the response and the numbers reported, sales during the campaign increased two-fold as compared to the sales before the campaign was launched in end-December. The campaign has been appreciated for its innovative ideas."First Published : February 08, 2012