Sonata rings in wedding season with a multi-city OOH campaign
By M4G Bureau - June 08, 2018
The campaign which covers markets ranging from Tier 1 cities to Tier 6 towns was designed to build a large base for the watch brand
With the wedding season round the corner, Sonata, India's largest selling watch brand, launched a wide-reaching outdoor campaign this summer across India. The campaign, which covered more than lakh square feet in terms of outdoor space, made a distinctive impact as it touched consumers right across Tier 1 cities to Tier 6 towns (populations lesser than 50,000 people). In fact, certain towns with populations less than 20,000 people were covered as well.
Outdoor Media Integrated (OMI), a division of the Laqshya Media Group, which crafted the strategy and executed the campaign, selected various types of media units such as billboards, gantries, unipoles, bus shelters to drive both impact and reach for the brand. The month-long campaign targeted every nook and corner of people aggregation. The planning was to get maximum eye balls and reach for the campaign and it just meant picking up the right media asset at the most appropriate location which could guarantee maximum noticeability. A lot of planning went into figuring out the right media plan in small towns that are not just apt as per the traffic and TG but, aesthetically appealing too.
Speaking on the campaign, Naresh Bhandari, COO, OMI, said, “it’s always a pleasure to work with the TCL team. Their passion for the brand and precision for campaign always keeps us on our toes and we try and deliver success and better reach with each campaign. The current campaign was different, and we are happy to have offered them a very good visibility for a multi-city campaign. The current campaign delves around the wedding season which is all about shopping and starting something novel. With its smart new range of watches, Sonata has grabbed the opportunity to market its range to consumers through this outdoor campaign very aptly during the wedding season. A well-known actor like Sushant Singh Rajput has further helped amplify this campaign to a greater extent”.
The campaign was executed across the following states: Jharkhand, West Bengal, Odisha, Assam, Bihar, Rajasthan, Madhya Pradesh, Haryana, Punjab, Himachal Pradesh, Jammu & Kashmir, Uttar Pradesh (East & West), Uttarakhand, Maharashtra, Gujarat, Andhra Pradesh, Telangana, Karnataka, Tamil Nadu and Kerala. The creative is enticing and is helping the brand to successfully convey the communication.