SBI Life Insurance creates a buzz around'PlanoUtsav' in Gujarat
By Satarupa Chakraborty - November 11, 2016
Ecosys OOH fortifies the brand's presence in Ahmedabad, Surat and Rajkot
With an objective to create visibility for the brand through the campaign during the festive season of Navratri and Diwali, SBI Life Insurance released a massive outdoor campaign in the cities of Ahmedabad, Surat and Rajkot. Mumbai-based Ecosys OOH helped the financial major to execute the campaign.
The idea of the PlanoUtsav campaign was to create a buzz about the brand and to relate to large audiences. Hence the media selection was concentrated in and around the areas Dandia celebrations were planned. The agency strategically laid a “siege” of the festivity areas with fortified media options encompassing 110 units comprising mobile carts, billboards, bus shelters and transit media.
The media strategy was derived from Sun Tsu’s martial principles of – strategic fortification bolstered with myriad media options; smart deployment of resources; and a definitive terrain of communication receptivity for the target audience -- thereby creating the fabled Maginot Line of defence.
Laying out the operational premise of Ecosys OOH, Hardik Kapdi, Managing Partner & Trading Lead, commented: “At Ecosys OOH , we are always governed by the values and promise of our partner brands, hence we offer boutique and customised solutions that stem out from our state-of-th
e-art ideation and planning tools. Unique execution of PlanoUtsav campaign for SBI Life Insurance is an example of that unique and distinct offering.”
Commenting on association with the brand, Sujit Banerjee, Director and CEO, Ecosys OOH, opined "We are thrilled to be partnering SBI Life. This association has a lot of badge value for us.”