Raymond connects with'The Complete Man' at 35 multiplexes
By Satarupa Chakraborty - January 03, 2017
MOMS Outdoor Media Solutions partnered with Khushi Ambient Media Solutions to deliver this campaign through life-sized slim backlit media 4x7 feet placed at strategic positions in multiplexes
To establish a reach with their precise target market close to the point of sale, men’s apparel and accessories major Raymond has opted for an OOH campaign at various multiplexes. Through this campaign Raymond promoted its festival collection and all-white collection. Raymond’s AOR agency, MOMS Outdoor Media Solutions. partnered with Khushi Ambient Media Solutions to deliver this campaign through life-sized slim backlit media 4x7 feet placed at strategic positions in multiplexes in order to grab maximum impressions. The campaign, with a longer-than-usual duration commenced during Diwali.
Ganesh Narayanan, GM - Media Investments, Raymond Ltd., explained, “The objective of the campaign was to deliver nuanced reach to the target market. We wanted to reach out to the target customers in the vicinity of our showrooms. This campaign allowed us to target prospective customers very close to the point of sale. We did branding in those multiplexes in malls, which also housed our outlets. This offered us the perfect opportunity to leverage the visitor profile of the mall, which is our precise target market. We are using this media strategically and are confident that it will help us to keep our customers engaged throughout the 35 multiplexes pan India where the campaign is running. Also, our campaign duration coincided perfectly with the festivities of Diwali and New Year celebrations when people are in the festive spirit and multiplexes witness a surge in the number of footfalls. The increased footfalls coupled with the novelty of the media makes the cost-benefit ratio of this campaign favourable as it delivers overall effective reach. So far we have succeeded in connecting with 60 lakh target customers.”
Jayesh Yagnik, COO - MOMS Outdoor Media Solutions, commented, “We as an agency are always on the lookout for a medium which is just perfect for the brand and we are delighted to partner with Khushi for multiplex branding as they are a renowned name in the cinema advertising industry and also provide high-end static branding in multiplexes. This branding campaign of Raymond demanded a medium which would highlight the elegance of Raymond’s Festive and All White Men’s Collection. The slim backlit media served as the perfect platform and turned out to be a prudent choice of medium for the campaign.”