Reach Mobile goes outdoor to reach out to target audience

The $1 billion Rashmi Group which is nationally known for its steel, cement, bulk shipping, IT and B2B e-Commerce businesses, has recently diversified and entered the telecom market with Reach mobile. For introducing their latest range of handsets starting from basic feature phones to high-end HD phones at affordable prices, the Group rolled out an extensive outdoor campaign which has been executed by Posterscope India.

As the campaign objective was derived from the brand name itself with an intent to reach out to the masses at all possible touchpoints, Posterscope identified the reach of the target audience - where they move, retreat, socialise and spend most of their leisure time. The campaign was rolled out in markets like West Bengal, North-eastern states, Odisha and Bihar in the 1st phase and the next phase roll out will target Rajasthan, MP and Chattisgarh.

Commenting on this campaign, Kinjal Desai, Head Corp Communication and Marketing, Reach Mobiles Pvt. Ltd, said; "We have been successful in reaching out to all corners of the cities in which we rolled out our campaign; the response is quite good in terms of trade and customer calls. The agency needs to be appreciated for devising such a strategic plan with a robust coverage.”

Haresh Nayak, Managing Director - Posterscope India, said, "It gives us immense pleasure to be the preferred agency for venturing into outdoors. The media strategy was aligned to ensure that the campaign matches the means of communication and the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group.”

For Reach Mobile the key business objectives included attracting the first time users and new smartphone adopters. The priority target audiences for this campaign were the new users of smartphones in SEC B & C categories and the OOH as a medium contributed to delivering the brand imagery and luminous impact for the brand.