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Home » Viewpoints » ‘OOH delivers good RoI & strong brand recall among TG’

‘OOH delivers good RoI & strong brand recall among TG’

By Shradha Mishra - October 30, 2018

Shreyansh Kapoor, Vice President, Kashi Jewellers shares the brand’s outlook on OOH advertising

Jewellery brand Kashi Jewellers, which has strong footprints in the northern market, bets big on OOH when it comes to their brand promotion. The brand earmarks nearly 40% of its promotional spends on OOH, and prefers to establish a domineering presence on premium billboards like those on the Lucknow – Kanpur stretch. Kashi Jewellers has an in-house team that identifies the most vantage OOH units and formats for its campaigns. At any given time, the brand is using some 70 hoardings across markets for its ongoing campaigns. 

Considering that the jewellery segment is hyper-competitive with so many brands, how do you make your brand campaigns in the outdoor stand out?
Kashi Jewellers is a heritage jewellery company that was founded in 1955 in Kanpur, Uttar Pradesh, and is counted amongst the top ten jewellery brands in India.
Back in 2002, we were perhaps the first to start a campaign with a model in North India market. Even today, our campaign is not focused on a festival season or discount offers. Rather, we bring forth the variety that offer and the latest trends in design.

To what extent do you see campaigns in the festive season translating into sales?
Our campaigns are theme-based. From this viewpoint, our Polka campaign boosted our sales by a good 20%.
Earlier we use to spend Rs 10-12 lakh on newspaper and magazine ads but those yielded very minimal results. With half that money we are able to roll out month-long campaigns on outdoor media. The best thing about outdoor advertising is the brand recall that it generates. We try to run our outdoor campaigns for a minimum of 3-4 months.

Which are your target markets and what kind of outdoor formats have you used for the campaigns?
Our target market is the entire area of 400 km around Kanpur, covering Jhansi, Agra, Varanasi, Lucknow, Allahabad, Kanauj, and parts of Madhya Pradesh, Jharkhand, and Bihar. We target audiences across the socio-economic spectrum. We use hoardings, billboards, cinema advertising and sign boards, and gantries for our brand campaigns.

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