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Home » Campaigns » Telangana Govt takes corporate branding approach on OOH

Telangana Govt takes corporate branding approach on OOH

By M4G Bureau - June 28, 2018

In association with INKA creative agency, the state government stands tall on OOH by showcasing its fast-paced development

While most of the government-oriented campaigns are piled on unstructured and undesignated boards, with creatives centred around welcoming delegates or congratulating winners or wishing people during the festival season, the Telangana Government has adopted a more organised and innovative approach to OOH. To showcase the state’s growth and development, Arvind Kumar, Commissioner of Information and Public Relations, Telangana Government, engaged INKA, the creative agency, to highlight the achievements. “There are over a thousand billboards in Hyderabad. Over 100 campaigns are on at any given point of time. Some of them by reputed global brands, featuring celebrities. Historically, if you asked someone if they noticed a Government campaign or a corporate campaign, a large majority would vote for the corporate campaign. I wasn’t comfortable with that statistics”, said Arvind Kumar.

The campaign clearly demonstrates the innovative approach of the state government in showcasing their achievements such as improved water supply, Metro facility and Boeing Apache plant through the cut-outs on large formats. “We are spending people’s money. We didn’t want to take a chance. So my brief was simple – Even if our billboard is installed at a junction dominated by global brands, our campaign should be the one people should talk about”, he further added.

Sunil Reddy, the co-founder of INKA, India’s first freestyle creative agency, found the task daunting. “Usually when you receive a Government brief, you know in the mind you just have to wade through. It’s rare to find people like the Commissioner, who talks results like a CMO does. So, we knew we had to bring our A-game to the campaign” said Sunil, a media veteran with over 20 years’ experience in an agency like Mudra.

“We started by deciding to break the regular 2-dimensions usually seen in OOH and go 3D. OOH is about exaggeration. Four seconds is hardly any time to play with subtleties. The creative has to punch you in the face… wham!! The fact that non-advertising people have been talking about the campaign over lunch tables means that we punched above our weight class. Just goes to show what happens when the client sets the bar high and lets the agency do its job,” says Aneil Deepak (Andee Hyderabadi), the other co-founder of INKA.

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