Lafarge promotes'Dream Home' in Bihar & Jharkhand

Lafarge, a prominent brand name in the building material sector, launched an innovative transit media campaign in the outdoor media to promote and spread awareness about their'Lafarge Concreto Dream Home Celebrations 2013'. The campaign has been rolled in both the states of Jharkhand and Bihar covering all the major cities like Jamshedpur, Dhanbad, Ranchi, Hazaribagh and Katihar, Kishanganj, Patna, Bhagalpur, using 2 display vans for the entire project. Executed by Adtouch Advertising Pvt. Ltd., the outdoor media partner of the brand for this project, this innovative canter van has been introduced in this circle for the first time. The fabrication of the van and running it through the congested areas of Bihar & Jharkhand has definitely been a challenge for Adtouch.

Aniruddha Sinha, AVP - Marketing & National Brand Head at Lafarge India Pvt. Ltd., shares, "Lafarge has been successful in establishing their products as brands in this market, where normally cement is just looked upon as a commodity.'Lafarge Concreto' is a premium as well as an aspirational brand in terms of construction and superior finish. In any campaign just as the product plays the role of a'hero', in this transit media, we have placed it likewise.   For us this is a consumer - engagement platform by creating a larger than life impact and people are easily attracted towards this media as they have not seen such a gigantic cement bag moving in the prominent locations of the city. Under the four-month long'Lafarge Concreto Dream Home Celebrations 2013' initiative, we are approaching our consumers to share the picture of their home and we are giving that to our panel of architects to judge the best one and we would be showcasing that to our focused areas through various media. Thus, this transit media campaign is driving that process further. The Lafarge brand team, our advertising agency- Rediffusion and Adtouch jointly has conceived this innovative idea where our product is our'hero'.”

The brand is aiming at strengthening their position in this circle and further would be coming up with more such OOH initiatives in the markets of West Bengal and Orissa.