Driving brand recognition

Average spend on OOH

We  have  spent  40%  of  the  total  marketing  budget  on outdoor advertising for the simple reason that it extends the reach in Mumbai irrespective of the high spillover and low likelihood of being spotted by only Madhur TG.

Role of OOH

Disruptive  creatives,  use  of  hard-hitting  propositions and carefully choosing the location of the site helped us gain maximum impact coupled with an optimum spend. Centrally  located  sites  closer  to  shopping  complexes, traffic  signals  with  high  stoppage  time  and  around key  residential  areas  were  selected  across  Mumbai. Support mediums like branding trains on the Western Express line elevated the effectiveness due to the sheer number  of  people  commuting  through  the  local  train each day. We also branded around 500 Meru cabs on select locations where the affinity of being spotted by the target group is higher instead of a blanket branding plan.  Consciously  cab  branding  was  avoided  for  Navi Mumbai  due  to  the  vast  spread  out  of  this  part  of Mumbai  to  limit  wastage.  Alternately  the  bus  shelters here were taken for a longer term to ensure awareness and reminder at regular intervals.

Exploring formats

For the launch campaign in Mumbai, our focus was on Print and Outdoor because of them being the two most effective platforms for mass awareness after TV. Digital is a part of the awareness plan however the objective with digital is to make Madhur a conversation starter by keying in Madhur a.k.a. sweet moments of life.

Defining innovation

Outdoor  advertising  can  be  an  incredibly  effective medium  in  spite  of  being  a  more  traditional  form  of publicity.  Creating  a  visually  striking  campaign  may seem fairly straightforward, but given the large number of  outdoor  advertisements  that  are  out  there,  it  can be  tricky  to  stand  out.  Minimalism  has  worked  as  a surprisingly effective approach for Madhur, and caught people's  attention.  We  kept  the  message  simple, restricted being verbose and made the pack the hero. The  pack  is  our  biggest  and  most  important  tool  of communication.  It  is  the  brand  for  the  customer  and they  eventually  would  identify  with  it  even  post  its purchase.

OOH challenges

The  respective  market  and  media  does  contributeto  tone  of  communication,  however  the  key  message remains  the  same  and something  that  the  consumer relates to at an emotional as well as functional level.

Creative approach to campaigns

'Sugar' is a commodity, it is driven by pretty much the belief that India had about salt a decade ago. Madhur has taken a leadership stance on branded Sugar. The competition was loose sugar and unbranded / Modern Trade packaged sugar.

While over a period of time Madhur intends to connect with  the  consumer  at  an  emotional  level,  the  current campaign  intent  was  to  introduce  the  brand  through strong  product  benefits  and  bring  alive  the  pack, enabling  an  instant  recognition  at  points  of  Sale.  The
distinctive  benefits  of  the  product  i.e  Sulphur  Free Process, Natural Sweetness, Pure & Hygienic helped in bringing out the product proposition. Key intents being:

1.  Madhur  Differentiator:  Build  a  distinct  identity  for Madhur sugar.

2.  Madhur  Value:  Change  mindsets  that 'Sugar'  is'Sugar'  by  building  strong  consumer  insight  led  and brand product differentiators.

3.  Madhur  Awareness  through  to  sales:  Knowledge that Madhur Sugar is available at their nearest modern retail store.

Communicating the product USPs of the brand was the unadulterated  key  focus  of  the  campaign.  Care  was taken  to  give  the  brand  prominence  to  highlight  the pack and increase recall in stores.

Outdoor was used as the lead media as market isolation and areas specific targets could be sharp focused on. Major traffic zones, SEC A residential and modern trade areas  were  covered.  Frequency  of  change  of  creative kept the campaign fresh as bus shelter messaging was
changed periodically.

Press  was  used  to  deliver  on  impact  and  awareness. Target specific publications to cover SEC A audiences.