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Home » Campaigns » #Fame launches video magazine on Outdoor's Canvas

#Fame launches video magazine on Outdoor's Canvas

By Bhawana Anand - March 17, 2015

The campaign was launched in three cities -- Delhi, Mumbai and Bengaluru, and executed by Alakh Advertising


#Fame launched India's first ever fashion video magazine titled'Lakme School of Style' which is the first show of its kind that has Bollywood and fashion icon Karan Johar as its editor-in-chief. The brand also initiated a high-decibel OOH campaign to promote its new offering.  The campaign showcased the editor-in-chief Karan Johar and youngsters along with a quirky and captivating copy. The campaign kicked off in three cities -- Delhi, Mumbai and Bengaluru, handled by Alakh Advertising.

Talking about the campaign, Neeraj Karambelkar, Assistant Vice President, Marketing, #Fame, said, "This is a big opportunity and deserved a big media noise. Hence, we decided to include OOH as part of the campaign to break the big story and opportunity to the audience. We've seen that OOH complements our campaign. It helps amplify the media noise and reinforces the online social media advertising that we do. It serves the purpose of reminder advertising for the brand very well. We're never out of sight”.

Moreover, OOH has always been an integral part of #Fame's sustenance communication plan. "The pace and volume at which we produce and publish content makes it important for us to inform the larger audiences about our newer talents and shows on an extremely regular basis”, added Karambelkar.

While the campaign was organised to create the buzz about the video magazine, the brand also utilised this platform to get some action.  Karambelkar explained, "Along with generating some buzz and visibility we were expecting to see some entries in our inboxes as well. While the creative got people to take note of the brand and the show, we are quite overwhelmed with the number of entries received from the campaign. The campaign has been received very well by all the key audiences - trade, partners and consumers”.

The campaign creative was designed with bright colours at the background and captivating copy with an aim to target the urban teen & youngster, and also internet and social media savvy individuals, for whom their mobile is the first screen and whose main source and destination of entertainment is the internet. "Since the proposition was so strong and unique we wanted the communication to be very direct, simple and smart. So we chose to say - 'KJO is hiring' and'Meet KJO's fashion brigade' in the two phases of the campaign. You can't get more direct than that and thankfully it looked awesome,” said Karambelkar while explaining about the creative.

The campaign was mainly deployed on big format sites such as hoardings and billboards in busy places with an aim to break through the clutter, stand out and encourage the audience to participate by responding to the call for entry. "The space that we are in right now - i.e. digital entertainment, we get to hear back from our audiences and partners very regularly and from multiple sources across different media - right from meeting dynamic talents & content creators,  to receiving feedback across all our social media handles and destinations,” articulated Karambelkar.   

Alakh Advertising has been #Fame's OOH partner for a while now. In a response about their performance, Karambelkar said, "In terms of identifying opportunities and campaign execution, it's been a pleasure ride so far and we look forward to executing more and bigger campaigns with as much ease”.

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