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Mahindra Bolero drives to rural areas

By Devesh Gupta , afaqs!, New Delhi | In OOH News | December 26, 2013
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The automobile brand recently launched a month-long outdoor activity across rural areas in five states.

Automobile brand Mahindra recently conducted a 45-day outdoor activity across more than 80 towns in five states of the country. The campaign executed by Brandscope aimed to re-establish the presence of brand Bolero Pick Up Flat Bed using more than 180 touch points, which mostly included billboards. The total spends were Rs 70-75 lakh.

Mahindra Bolero OOH campaign

This was the first time that Mahindra Bolero Pick Up Flat Bed ventured into an OOH campaign.

The activation was carried out in MP, Maharashtra, Northeast India and Gujarat. Arterial roads, key junctions and large format billboards were chosen for the campaign.

Speaking about the idea behind the campaign, Fabian Cowan, vice-president, Brandscope, says, "The objective was to take the message of arrival of new Pick Up in all key cities and rural pockets (with an adequate mix of cities and rural pockets). While the product was always available in the market the challenge was to re-establish the brand presence in these markets in an impactful manner."

The outdoor agency will soon start with the next phase of the campaign.

Brandscope India is part of Aegis Media's Posterscope Group in India. The group comprises Posterscope, Brandscope, Hyperspace (Retail), PSI (Airports), Carat, Vizeum, Carat Fresh Integrated (Experiential), Doosra (Creative), Isobar, and iProspect Communicate 2.

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