Online shopping takes outdoor route

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | February 10, 2012 has rolled out an out of home (OOH) campaign for the first time across Tier 2 cities, over three outdoor formats which include hoardings, AC buses, and mall media.

The e-commerce site has launched its first out of home (OOH) campaign across Lucknow, Chandigarh and Pune. It involves three different outdoor formats including hoardings, AC buses, and mall media.

As part of the campaign, the agency has put up hoardings on the sides of 10 AC buses in Chandigarh, and large size hoardings in high traffic areas. The creatives of the hoardings showcase images of models wearing apparel available on the site with the message, 'Shop Online.'

Amit Sarkar

Ashutosh Lawania

Amit Sarkar, national director, Kinetic Worldwide India, says, "The objective was to create awareness for, where you can buy the latest and top fashion brands, which may not be available at every city or town. We used a mix of OOH media formats suitable to each city's landscape, while maintaining the right placements for exposure to the desired target audience."

Ad inserts in the newspapers increased brand awareness and recall, and promoted the ease of online shopping.

The client brief was to develop an outdoor campaign to communicate as an online destination for the latest lifestyle and fashion products, as well as to increase brand recall among Tier 2 markets.

Ashutosh Lawania, co-founder and head of sales,, says, "We have seen the number of online shoppers growing from the Tier 2 cities like Chandigarh, Lucknow, and Pune. Consumers want to access the top brands and wear the latest fashion. So, to build brand awareness and promote online shopping, we rolled out an outdoor campaign across these cities."

The one-month campaign began on January 14, and will continue until February 13. It was executed by Portland India Outdoor Advertising, a unit of Kinetic Worldwide, and the creatives are by the in-house team of

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