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Taneira weaves close-knit connect with audiences in Bengaluru

By Bhawana Anand - October 13, 2017

OMI planned and executed a high impact campaign for the brand

Taneira, a new brand from Titan, is reviving one of the oldest occupations in the country i.e. handloom weaving along with promotion of the oldest garment, the ubiquitous saree. The retail brand launched an OOH campaign in Bengaluru to make its presence felt during the current festive season.

The brand roped in OMI to handle the OOH duties in the city. OMI thereafter employed a powerful media strategy backed by deft selection of impactful sites to drive traffic to the brand’s outlets. Colourful creatives were specifically designed to convey the elite fashion statement of the brand

Speaking about the campaign, Naresh Bhandari, COO, OMI, said, “Tanishq is a market leader in watches and accessories, jewellery, eyewear and fragrances categories. Their recent venturing into women’s ethnic wear category was an obvious step towards exploring the unorganised, underserved and fragmented sector to create a treasured brand. The current campaign revolves around the festive feeling and what is displayed on OOH is a sheer treat to the female folks. The opportunity we have with a brand like Taneira is huge as this allows us to build a brand from scratch”.

About the media strategy employed, Naresh said, “We used the area profiling map to locate all the traffic points that lead to the store. We handpicked the media with the approximate traffic figures and day part analysis to arrive at the best mix that could ensure the most impactful and wider reach within the catchment area. Selective attention-grabbing units on heavy traffic routes in and around Indiranagar and Jayanagar were used. Additionally, keeping the young and fashion-conscious TG in mind, we also targeted the commercial business districts in the pockets around their outlets. We are happy to have created good visibility for the brand and the month-long campaign will ensure a greater connect with the TG with each passing day”.



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