Sharekhan by BNP Paribas checks into airports with investment advice
By Bhawana Anand - September 11, 2017
A high intensity airport centric OOH campaign was launched across 7 major cities, in sync with the TV and digital campaign to communicate the new brand positioning.
Sharekhan by BNP Paribas has planned and executed a 360 degree integrated campaign including OOH medium, to be perceived as the “preferred savings and investment partner” than a regular broking house. This change of perception is to be achieved by communicating the new brand positioning of Sharekhan with the proposition - “Apna finance apne kaabu mein kar, Sharekhan Kar”.
Commenting on the campaign, Muzzammil Syed – Brand and Communications Manager, Sharekhan by BNP Paribas, said, “Our campaign is a humorous depiction of the challenges faced by potential/active young Indian investors. Investment decisions are often influenced by advice of many, leaving the investor confused and oblivious to his own needs and financial goals. Sharekhan fills the gap by keeping investors at the centre of decision making, empowering them with knowledge to do what is best for their money and provides the means to do it”.
OOH medium was taken aiming to create brand awareness amongst young and high disposable income TG i.e. 25 – 45 SEC AB. Further, a high intensity airport centric OOH campaign was launched across 7 major cities including Delhi, Mumbai and Bengaluru, in sync with the TV and digital campaign to communicate the new brand positioning.
Digital screens were used to recreate a mini version of the TVC. Where digital screens were not available, static media in the captive locations like the Security Hold Area (SHA) and boarding gates were used. In the Arrival areas, media on the conveyor belts were branded with the Sharekhan value proposition..
“The campaign for ShareKhan has a fresh and interesting look. The investment sector has been crucial for airports across the world given the profile of the audience. At TIMDAA we want to ensure that we encourage brands and brand managers to experience the world of opportunities that both our terminals provide,” said Rohit Chopra, CEO, TIMDAA.